Commercial Lead - Marketing Conversion

Country Commercial Lead - Marketing Conversion

United Kingdom

At Tide we help SMEs save time (and money) in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting.

Tide is transforming the small business banking market with over 1.8 million members globally across the UK, India, Germany and France.

Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data-driven decisions to serve our mission: to help SMEs save both time (and money) so they can get back to doing what they love.

• Tide is available for UK, Indian, German and French SMEs
• Over 1.8 million members: 800,000 UK and 1,000,000 in India and growing rapidly
• Over $300 million raised in funding
• Over 2,500 Tideans globally - we’re diversity champions!
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram and New Delhi, and in Berlin, Paris and Luxembourg.

The Member Accession Marketing team sits at the very heart of Tide’s growth engine. We are a data-led, results-oriented unit responsible for driving member acquisition across all channels and product lines. We thrive on innovation and experimentation, constantly seeking new and creative ways to scale the business. This role is positioned at the intersection of our commercial and marketing efforts; you will operate within the UK Country Commercial Team while working in lockstep with Marketing.

Consequently, this position holds a dual reporting line into both Accession Marketing and UK Country leadership.

This is a critical leadership role responsible for the “handshake” moments of our customer journey. You will sit at the intersection of Product, Engineering, and Commercial teams
, ensuring that every ounce of intent generated by Marketing results in a successfully onboarded customer
. Your primary objective is to safeguard and grow conversion rates by identifying friction points—such as web-to-app drop-offs or flow mismatches—and mobilising cross-functional teams to resolve them. You will move beyond vanity metrics to drive revenue impact through technical and user experience interventions.

Country Commercial Lead - Marketing Conversion, you will:

• Own the Funnel & Lead Deep Dives: Act as the first line of defence for conversion health. When metrics dip (e.g. a drop in “Intent to Registration”), you will mobilise Intensive Working Groups to diagnose root causes—whether it is a third‑party outage, a UX handoff failure, or a legacy data issue.
• Drive Forensic Data Investigations: You will not just monitor dashboards; you will interrogate the data to understand the “why” behind drop-offs. This includes identifying specific issues such as technical errors, broken resumption flows, or users landing in the wrong onboarding journey (e.g. Company Formation users in the Business Current Account flow).
• Lead Technical & Product Interventions: Translate commercial problems into engineering requirements. You will collaborate with PMs and Engineers to prioritise critical fixes—such as implementing cross‑device handoffs or manual KYC workarounds.
• Bridge the Gap (Web App): specifically own the seam between our web presence and our mobile app, ensuring seamless transitions by implementing smoother handover logic.
• Commercial Strategy & Alignment: Align conversion initiatives with broader commercial goals (e.g. prioritising high‑LTV flows) and report directly on the revenue impact of your optimisations.

• Commercial Understanding: You understand that conversion is not just a percentage; it is revenue. You prioritise fixes based on business impact.
• Data‑Native: You are comfortable with heavy datasets
  . You can spot a slight deviation in a specific user cohort and trace it back to a deployment date. It’s likely that you’re often in spreadsheets, charts, business intelligence, and…