EXPERIMENTATION & CRO LEAD

Experimentation & CRO Lead

SAS is looking for a data-driven and strategic Experimentation & CRO Lead to build and scale the experimentation practice across our digital commercial ecosystem. Sitting in the Digital Sales team within E-Commerce, this role is accountable for designing, running, and institutionalizing an A/B testing program that accelerates conversion, revenue, and customer value across the end-to-end digital customer journey on Web and App.

This is a leading, hands-on builder role with the ability to influence and align work across teams. You will define the experimentation strategy and, in close partnership with Digital & IT, select and scale the experimentation platform, establish governance and guardrails, coach teams on hypothesis-driven decision-making, and embed a continuous learning culture across the Commercial organisation.

You will operate cross-functionally across Commercial and in close, day-to-day collaboration with Digital & IT, with shared responsibility for enabling experimentation at scale. You will be the accountable owner of SAS's experimentation roadmap and velocity from a commercial perspective, with mandate to align and influence prioritisation across product squads, ensuring we learn and act faster.

As the owner of the experimentation practice at SAS, you will have the mandate and executive sponsorship to shape how the Commercial area learns, decides, and grows. This is a senior individual contributor role with cross-functional leadership responsibility, initially without direct reports.

Your mission is to embed experimentation as the default way SAS learns, decides, and grows its digital commercial business.

Challenges you will work on:

• Build SAS's end-to-end experimentation framework, including tooling, governance, standards, and operating rhythm, in close collaboration with Digital & IT.
• Own and prioritize the experimentation roadmap across the full digital funnel, web and app. Define prioritization principles and influence allocation of experimentation capacity across product squads. Proactively identify friction points and revenue opportunities across the core journey and commercial segments, translating them into high-impact hypotheses and ensuring they are prioritized and planned into the relevant PM roadmaps.
• Extend experimentation beyond the core funnel into areas such as CRM, ancillary merchandising, and paid media over time, with initial focus on core digital journeys (web and app).
• Work with product leadership to secure dedicated experimentation capacity within product squads to ensure consistent execution and velocity.
• Drive increased experimentation velocity, with a clear ambition to scale the number of high-quality experiments.
• Apply AI where it adds practical value, such as supporting hypothesis generation, segmentation, and faster analysis of experiment results.
• Own measurement integrity: Define experimentation-specific success and guardrail metrics, in partnership with Analytics, validate instrumentation with Digital & IT, and protect the business from false positives and vanity wins.
• Translate experiment outcomes into P&L impact: Build the business case for experimentation, ensure winning variants are rolled out, and feed learnings back into the product and commercial roadmap.
• Build and lead an experimentation community of practice: playbooks, templates, experiment libraries, and regular learning cadences that embed test-and-learn as the default way of working.

The Team

You will work as part of the Digital Sales team, within the E-Commerce area, and operate as the experimentation leader for the broader Commercial organization. Your closest partners will be Ancillary & Retailing and Performance Management, as well as Product Managers, designers, engineers, analysts, data scientists, and commercial stakeholders, with a strong working relationship with Digital & IT leadership teams.

You will set the standards, govern the practice, and proactively identify high-impact experiment opportunities across the commercial funnel. Journey PMs own test planning within their stage roadmaps. As the practice scales, a dedicated Experimentation Analyst may support statistical execution and analysis.

As the owner of the experimentation practice at SAS, you will have the mandate and executive sponsorship to shape how the Commercial area learns, decides, and grows.

To be successful we believe you have

• About 8+ years of experience in product management or growth, with at least 3-5 years directly owning experimentation, CRO, or conversion as a primary mandate in e-commerce, travel, marketplaces, or consumer digital products.
• Proven track record of building or scaling an experimentation practice from an early stage, including platform selection, statistical standards, and operating model design.
• Deep expertise in A/B testing and statistical methods: hypothesis design, power and sample size calculation, frequentist and Bayesian approaches, sequential testing, MDE, guardrail metrics, and common pitfalls such as peeking, sample ratio mismatch, and novelty effects.
• Hands-on experience with experimentation platforms such as Optimizely, Statsig, Growthbook, AB Tasty, or equivalent, and analytics stacks including Adobe Analytics, GA4, Amplitude, or Mixpanel. Familiarity with session tools such as Contentsquare or Hotjar.
• Strong commercial acumen and fluency in e-commerce KPIs including conversion rate, AOV, ancillary revenue, CAC, ROAS, LTV, and funnel drop-off, combined with the ability to work with data directly including SQL, dashboarding, and instrumentation validation.
• Experience running experiments across multiple channels including web, native app, paid media, and CRM lifecycle, with strong product discovery skills translating qualitative research and behavioural data into high-impact hypotheses.
• Demonstrated ability to influence senior stakeholders across a matrix organisation, with excellent communication and storytelling skills that make complex statistical concepts accessible to non-technical audiences.
• Experience in airline, travel, high-scale e-commerce, or product-led digital businesses is a plus.
• Full professional proficiency in English required.

Why SAS?

At SAS, we offer extensive opportunities for professional development in an international, fast-paced working environment. We are dedicated to the continuous growth of our employees. Working with us comes with a variety of benefits, including:

• Travel Perks: Enjoy discounted travel opportunities around the world with SAS.
• Health & Wellness: Access to health and wellness benefits, including a newly renovated gym with complimentary classes such as CrossFit and yoga.
• Discounts: Receive discounts from a wide range of brands, as well as on transportation to and from airports, airport shops, hotels, and car rentals.
• Work Environment: Our office location in Frösundavik offers a vibrant workspace with a restaurant, café, and easy access to outdoor activities in Hagaparken and Brunnsviken. Engage in running, tennis, outdoor gym sessions, kayaking, and stand-up paddling with equipment available free of charge.
• Convenient Commute: Benefit from a non-stop bus service connecting our office to Solna station, and commuter trains, alongside a network of cycle paths.

Our Culture at SAS

At SAS, we are dedicated to caring for each other, delighting our travelers, and driving the transformation towards sustainable aviation. As a future colleague on our team, you'll join a culture where we work collaboratively towards common goals, recognize each other's contributions, and celebrate successes. Our focus is on safe, sustainable, and punctual execution, and we are committed to protecting our planet while transforming SAS for the future. This is an empowering workplace where you can thrive, grow, and take ownership of your work. Join us at SAS and be part of shaping the future of aviation!

Additional information

• Deadline for application: 05/06/2026. Please send us your CV as soon as possible, as interviews are conducted continuously, and the position may be filled before the application deadline. Note that we are not able to handle any applications that are sent by email, due to GDPR regulations.
• Desired start date: As agreed
• Position: Full time
• This position is based in Frösundavik, Solna (Stockholm), and you will be expected to work onsite. Remote work may also be an option, depending on the agreement made with your manager.

Come and fly with us!

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SAS, Scandinavia's leading airline since 1946, operates from its principal hub at Copenhagen Airport (CPH), complemented by hubs in Oslo (OSL) and Stockholm (ARN). Our mission is to connect Scandinavia with the world and the world with Scandinavia. Each year, SAS serves more than 25 million passengers and transports 55 tons of cargo to 135 destinations across Europe, the USA, and Asia. With a passionate workforce of over 10,000 colleagues, we collaborate with partners and customers to drive transformative changes in aviation. We are committed to achieving net-zero emissions by 2050, embodying the visionary spirit of our founders: "To move from the old to what is about to come, is the only tradition worth keeping". Innovation and societal progress are at the heart of everything we do. For more information, visit our website at www.flysas.com or follow us on social media for the latest updates and promotions.