Conversion Manager

Why This Role Exists

At Pennylane, our website plays a pivotal role in acquiring and converting customers, transforming traffic from paid acquisition, SEO, partnerships, and other channels into sign-ups, demo bookings, and product adoption.

As we accelerate our Financial Services offering, including pro account, and the monetization of our existing customer base, we are seeking a Conversion Manager to own conversion across these strategic areas.

You will lead the production and optimization of website pages and paid landing pages, from identifying friction to measuring business impact.

You will join the Website team within Growth and collaborate closely with Growth Engineers and Data in a multidisciplinary squad.

About Pennylane

Pennylane is one of France’s leading fintech unicorns, building the financial and accounting operating system for European SMEs and accounting firms.

Founded in 2020, we help business owners make better decisions and empower accountants to focus on advising their clients.

Key Figures and Ambition

• Over 1.3 million SMEs already work with Pennylane

• More than 7,000 accounting firms use our platform

• Over 1,100 Pennylaners from more than 25 nationalities

• More than €400 million raised since launch

• Remote-friendly, international culture expanding across Europe

What You’ll Do

You will own conversion across the Financial Services and Monetization scope, working across website pages, paid landing pages, product journeys, experimentation, and measurement.

Own CRO and Experimentation

• Define and execute the conversion strategy for key journeys, including pro account landing pages, pricing and product pages, demo-booking journeys, self-sign-up, and upsell flows

• Build and run a continuous A/B testing program, from ideation and scoping to sizing, analysis, and ship-or-kill decisions

• Identify conversion friction and opportunities through analytics and behavioral insights

• Develop clear hypotheses based on user behavior, business priorities, and funnel performance

• Ensure experiments are measured against meaningful business outcomes

Manage the Website Conversion Roadmap

• Own and prioritize the conversion roadmap for your scope based on expected impact and feasibility

• Turn opportunities into actionable briefs, specifications, and delivery plans

• Work closely with Growth Engineers, Data, Design, and other stakeholders to ship improvements

• Coordinate QA, launch, and post-launch analysis

• Own key Financial Services journeys, including pro account activation and the accountant portal

• Contribute to monetization journeys such as upsell and self-sign-up

Build and Optimize Paid Landing Pages

• Produce and optimize landing pages for Financial Services and Monetization campaigns

• Help increase the speed and volume of landing-page delivery, removing the current bottleneck

• Partner with Demand Generation and Paid/SEA teams to translate campaign objectives into high-performing pages

• Develop a strong understanding of target audiences, market context, and local messaging

• Use these insights to improve both paid landing pages and the wider website experience

Own Measurement and Cross-Functional Coordination

• Define instrumentation and tracking plans with Data

• Build and maintain dashboards to monitor conversion performance

• Report on results, learnings, and next steps to both technical and non-technical stakeholders

• Work closely with Demand Gen, Product, Sales and Customer Success Operations, Brand, Design, and Engineering

• Create alignment across teams and move projects forward without relying on formal authority

What You Bring

• 3–5 years of experience in CRO, Conversion, Website Product Management, Growth, or a related field

• Experience in B2B SaaS, fintech, digital products, or another data-driven environment

• A track record of shipping initiatives end-to-end and demonstrating their impact on business metrics

• Strong hands-on experience with analytics and CRO tools, such as Amplitude and Contentsquare

• Ability to independently analyse data, identify patterns, and formulate relevant hypotheses

• Solid understanding of A/B testing methodology, including experiment sizing, success metrics, statistical pitfalls, and decision-making

• Experience manag