Optichannel Strategist

afarax is looking for a freelance Optichannel Strategist & Digital Journey / CRO Expert. We need you The project: Our client in the banking sector, is seeking an experienced Optichannel Strategist & Digital Journey / CRO Expert to strengthen their team. 1. Optichannel Strategy & Experience Design · Develop and maintain a holistic optichannel strategy that ensures consistent, integrated customer experiences across web, mobile, social, email, paid media, offline, and emerging channels. Translates MarCom and business goals into funnel-based channel plans · Design the channel mix and orchestration: what message goes where, when, for which audience, and why – across the full digital (customer) journey · Works with MarCom Strategists, SEO/GEO Strategists and Head of Digital Marketing Strategies to define the right audience strategy. Matches audience needs to right touchpoints and messaging depth (short vs. long format, push vs pull, etc.). Map cross-channel behaviors and build experience frameworks that reflect how users navigate between platforms. · Act as a strategic partner to MarCom managers and experts, providing guidance and, together with the SEO/GEO Strategist, owning the Digital Shelf. 2. Digital Journey Mapping & Optimization · Create and evolve end-to-end user digital journey maps for priority audiences, including acquisition, onboarding, engagement, and retention paths · Identify friction points, drop-offs, and opportunities for journey improvement · Collaborate with UX, Tribes, and MarCom teams to enhance user flows, interactions, and interface clarity · Ensure journey design aligns with both brand narrative and performance goals 3. CRO (Conversion Rate Optimization)· Lead CRO initiatives across digital properties (websites, landing pages, funnels, forms, mobile experiences)· Conduct A/B and multivariate testing, behavioral analysis, and performance experiments · Use tools like Adobe Analytics, Content Square and heatmap/recording tools to understand user behavior. · Define hypotheses, run experiments, and translate findings into actionable improvements · Work with designers and developers to implement and validate CRO enhancements 4. Analytics, Performance Measurement & Insights · Build KPIs and dashboards to track channel effectiveness, journey performance, and conversion metrics · Analyze engagement, behavioral, and conversion data to identify actionable insights · Measure the impact of changes and ensure a culture of continuous optimization · Provide reporting and recommendations to MarCom Management and their major stakeholders · Accountable for the creation and lifecycle management of the Digital Shelf, a section on the MarCom Sharepoint featuring a catalog of all channels/touchpoints with channel strategy, standards, and guidelines, Analytics & KPIs, best practices, audiences, templates,…5. Channel Orchestration & Cross-Functional Collaboration · Partner with Content Strategist & SEO/GEO Expert and Channel Owners to align cross-channel initiatives · Steer the Channel Owners to continuously optimize their respective channels and coordinate this via a Channel Guild · Ensure all channels work together, not in silos - supporting coherent and optimized customer experiences · Coordinate with UX and tech teams for journey improvements and CRO experiment implementation · Align with SEO/GEO Strategist & Content Creators on messaging consistency · Coach marketing teams on channel best practices and emerging trends 6. Personalization & Segmentation Initiatives · Support or lead the development of personalized experiences across channels · Use segmentation insights to tailor journeys, messaging, and conversion points to user needs and behaviors · Align personalization strategy with lifecycle stages and CRM programs Is this you? Fluent Dutch and/or French and English Bachelor's or Master's degree in Business Administration, Design, Marketing, or related field You have at least 10 years of relevant experience. Strong experience in optichannel marketing strategy and digital experience design Proven expertise in Digital Journey mapping, UX best practices, and conversion optimization Analytical, hypothesis-driven mindset with a focus on iterative improvement Familiarity with A/B testing tools, behavioral analytics, and experimentation frameworks Strong command of analytics platforms (Adobe Analytics, GA4, Tag Manager, Content Square or other data visualization tools, etc.) Ability to translate complex behavioral data into clear strategic actions Experience collaborating cross-functionally with UX, IT and other MarCom teams Strong experience in digital transformation Be obsessed with project delivery Expertise in agile methodologies Excellent communication, negotiation, and interpersonal skills Problem-solving and analytical capabilities Strong stakeholder management, especially with marketing and IT teams Ability to work in complex, fast-paced digital marketing environments Familiarity with banking operations or financial products Understanding of digital marketing concepts and terminology How afarax supports you? You benefit from our extensive network You will have access to projects that fit your expertise We help and support you throughout your project We offer the possibility to build a valuable and lasting partnership Check out more projects on: