LAURA BAUDRY
Head Of Conversion Rate Optimisation @ Eurostar
St Albans,ABE
Summary
Digital experimentation and CRO leader with a track record of driving measurable growth across major brands including Eurostar and Frasers Group. At Eurostar, I've built the optimisation programme from the ground up, delivering award-winning digital experiences and multi-million-pound revenue uplifts through scalable A/B testing. Passionate about data, collaboration, and innovation, I champion a culture of experimentation to unlock performance and enhance customer journeys.
Overview
9
9
years of professional experience
2
2
Languages
Work History
Head of Conversion Rate Optimisation (CRO)
Eurostar
04.2022 - Current
- Built Eurostar’s CRO programme from scratch
- Delivering 83 A/B tests (+157% YoY in 2024) with a 2.7% revenue impact (+183% YoY).
- Achieved statistical significance in 54% of tests; 53% success rate with hardcoded tests.
- Designed and implemented a strategic CRO roadmap, accelerating test velocity, improving success rates, and scaling experimentation.
- Introduced LaunchDarkly to enable feature flag driven server-side testing and delivered Eurostar’s first in-app A/B tests.
- Embedded a culture of experimentation through training, playbooks, Confluence documentation, QA processes, and strategic syncs.
- Led A/B testing strategy for the Eurostar–Thalys merger, realigned Contentsquare for the new platform, and contributed to Eurostar winning Best Website Replatform at the Digital Experience Awards.
- Line-managed and developed a cross-functional CRO team, setting clear OKRs and fostering collaboration.
Promoted to Group CRO Manager
Frasers Group
06.2020 - 04.2022
- Led the CRO and personalisation programme across 9 brands generating £112M in 2021 (10% of total group e-commerce revenue).
- Created 500+ tests focused on increasing Conversion Rate and Revenue per Session.
- Built CRO frameworks, roadmaps and agile dashboards; managed external agency and platform contracts.
- Headed major initiatives like single-page checkout, website redesign testing, and replatforming.
- Built and scaled the CRO team from the ground up.
Conversion Rate Optimisation Manager (CRO & UX)
Evans Cycles
04.2019 - 06.2020
- Drove a CRO & personalisation programme delivering £10.7M (25% of site revenue).
- Increased conversion rates by 4.3% across all channels through targeted A/B and dynamic tests (Monetate).
- Oversaw UX designer and led Evans site redesign project using CRO learnings.
- Reported results via Monetate & Google Analytics; built CRO dashboards and experience tracker documentation.
Promoted to Web Optimisation Executive
Wickes
06.2018 - 03.2019
- Delivered site optimisation initiatives driving acquisition, revenue and retention.
- Owned onsite reviews programme: +44% reviews collected YoY and +66% CVR uplift on Product Detail Pages (PDPs).
- Delivered 2018 Black Friday campaign (strategy, delivery and post-campaign analysis).
Digital Marketing Assistant
Wickes
09.2017 - 05.2018
- Managed PPC budget and ROI tracking, optimised campaigns with IProsect to drive revenue and reduce costs.
Merchandising, UX, Marketing & PR Intern
Neola
12.2016 - 09.2017
Education
MSc - International Marketing
University of Brighton
09-2016
Entrepreneurship & Marketing
Instituto Politecnico
05-2016
Master's Preparation -
Bell School Cambridge
01.2015
BA - Communication
IHECS
01.2014
Skills
- Analytics: Adobe Analytics, Google Analytics, Contentsquare, Google Data Studio
- AB Testing Platforms: Dynamic Yield, LaunchDarkly, Monetate, Conductrics
- Project Management: Confluence, Trello, Jira, DevOps
- Design & Platforms: Adobe Creative Suite, PowerReviews, Shopify, Wix, Zeplin, Hybris
- General: MS Office, Google Suite
Interests
Running (3–4 times per week) and general sports (ex-university hockey player), Restaurant discovery & food blogging, DIY & painting projects, Social media content creation for small businesses
References
Available upon request
Timeline
Head of Conversion Rate Optimisation (CRO)
Eurostar
04.2022 - Current
Promoted to Group CRO Manager
Frasers Group
06.2020 - 04.2022
Conversion Rate Optimisation Manager (CRO & UX)
Evans Cycles
04.2019 - 06.2020
Promoted to Web Optimisation Executive
Wickes
06.2018 - 03.2019
Digital Marketing Assistant
Wickes
09.2017 - 05.2018
Merchandising, UX, Marketing & PR Intern
Neola
12.2016 - 09.2017
BA - Communication
IHECS
MSc - International Marketing
University of Brighton
Entrepreneurship & Marketing
Instituto Politecnico
Master's Preparation -
Bell School Cambridge