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About SiGMA
Founded in 2014 and headquartered in Malta, SiGMA Group employs over 400 professionals across six global offices, including Malta, Cyprus, Serbia, São Paulo, Manila and Armenia. SiGMA is a global leader in gaming, emerging tech, affiliate marketing, events, and media, best known for its flagship international summits and industry-leading platforms. The company’s culture champions inclusivity, sustainability, collaboration, and philanthropic impact through its SiGMA Foundation initiative.
About the Role
The CRO Specialist will own the conversion performance of SiGMA Group 's websites, with a primary focus on event ticketing and SiGMA Shop. We already drive strong traffic across our brands; this role exists to turn more of that traffic into revenue.
The ideal candidate is an expert in user journey strategy and tactics. They can map how visitors move from ad or search to landing page, ticket selection, checkout and post-purchase, pinpoint exactly where and why revenue is being lost, and deliver the changes that recover it. This is a hands-on, commercially driven role measured on revenue, not page aesthetics or dashboards.
Key Responsibilities
User Journey Strategy:
Map and own the end-to-end user journey for each brand and event: Traffic → Landing Page → Ticket/Product Selection → Cart → Checkout → Payment → Post-Purchase.
Design journey strategies by audience, market, device and traffic source, including first-time visitors, returning attendees, sponsors and paid-campaign traffic.
Ensure a consistent, low-friction path from ad to purchase, with message match between campaigns and landing pages.
Apply behavioural psychology (urgency, scarcity, social proof, anchoring, choice architecture) to shape journeys that convert.
Conversion Funnel Analysis:
Identify drop-off points, friction and bottlenecks using GA4, heatmaps, session recordings, and user feedback.
Segment performance by device, source, campaign, geography and customer type.
Separate traffic quality problems from on-site conversion problems and report clearly where revenue is lost.
Experimentation & A/B Testing:
Own the CRO roadmap and testing backlog, prioritised by revenue impact, effort and confidence.
Build hypotheses from quantitative and qualitative evidence, write experiment briefs, and define success metrics.
Run A/B and multivariate tests on pages, CTAs, forms, pricing presentation and checkout.
Analyse results, decide to implement, iterate or reject, and maintain a test and learnings log.
Checkout, Payment & Revenue Growth:
Reduce checkout steps and fields, optimise mobile checkout, and analyse abandonment by stage.
Review payment methods, presentation and success/failure rates across markets and currencies.
Grow Average Order Value through ticket upgrades, VIP packages, bundles, add-ons, upsells and cross-sells without hurting core conversion.
Advise on pricing hierarchy, package comparison, early-bird mechanics and ticket tier differentiation.
Tracking & Reporting:
Validate GA4, GTM and HubSpot tracking for every key journey event and close measurement gaps.
Report weekly on CVR, AOV, ARPC, abandonment and test results to marketing leadership.
Quantify the incremental revenue delivered by the CRO programme.
Cross-Team Collaboration:
Partner with Paid Media, Social, Content, Product, UX/UI and Engineering on landing pages and journey changes.
Translate findings into clear requirements: Problem → Evidence → Hypothesis → Change → Expected Impact → Measurement.
Review new journeys before build and challenge friction or complexity.
Support evaluation of ticketing, e-commerce, payment and testing platforms.
Core KPIs
Website Conversion Rate and landing-page conversion
Revenue per Visitor (RPV) and Average Order Value (AOV)
Cart and checkout abandonment
Payment success rate
Upsell/cross-sell attach rate
Incremental revenue from experiments
Contribution to ROAS and cost per ticket
First 30 Days
Audit the full ticketing journey on desktop and mobile, with priority on paid-traffic funnels.
Set conversion baselines for each funnel stage and validate tracking.
Identify and size the biggest revenue leaks.
Deliver a prioritised CRO roadmap split into quick wins and larger builds.
Launch the first structured experiments and set up ongoing CRO reporting.
Key Skills & Requirements
4+ years in CRO, growth or e-commerce optimisation, with a proven record of increasing website revenue, not just monitoring metrics.
Expert in user journey mapping, funnel analysis and conversion strategy and tactics.
Strong grasp of behavioural psychology and persuasion principles applied to web design and copy.
Hands-on experience with A/B testing tools (e.g. VWO, Optimizely, AB Tasty or similar) and experimentation frameworks.
Advanced GA4 and Google Tag Manager; experience with heatmap and session tools such as Hotjar or Microsoft Clarity.
Strong understanding of CVR, AOV, RPV, CAC, ROAS, LTV and checkout abandonment.
Experience with Shopify, WooCommerce, ticketing platforms or comparable commerce systems.
Experience optimising checkout and payment flows, including mobile.
Technically comfortable enough to work with developers on tracking, integrations and payment gateways.
Commercially minded, evidence-driven and pragmatic in separating high-impact work from minor tweaks.
Organised, able to manage multiple brands, events and deadlines at once.
Experience in event ticketing, conferences, iGaming, travel or high-volume e-commerce is a strong advantage.
Experience with international journeys across markets, currencies and payment methods is a strong advantage.
Fluent in English (C1 or higher); additional languages are an asset.
Why SiGMA Group ?
Grow with us – Play an important role in SiGMA's continued expansion across Latin America and help strengthen our presence within the land-based gaming industry.
Free iGaming Academy access – Develop your industry knowledge with access to professional courses and training.
Travel perks – Attend major gaming events, visit our international offices and build relationships with industry leaders around the world.
Performance rewards – High performers are recognised and provided with opportunities for career progression through annual reviews and bi-yearly performance check-ins.
International exposure – Work with leading casino operators, gaming companies and senior industry stakeholders across LATAM and SiGMA's wider global network.
