Head of Funnel Conversion (CRO)

Accountabilities

• Conversion Rate Optimization Strategy:Own end-to-end website conversion from paid social advertising through purchase across all supported countries, developing strategies to improve conversion rates and commercial performance.

• Team Leadership and Development:Lead and develop a growing team of Funnel Conversion Leads, each supported by engineering and design resources. Establish clear expectations, accountability, and high standards for execution.

• Customer and Market Understanding:Ensure each country team develops a deep understanding of local customer needs, motivations, objections, behaviors, and market maturity to inform effective conversion strategies.

• Experimentation and Prioritization:Drive a structured testing program that balances high-impact strategic experiments with incremental improvements. Ensure each test has a clear hypothesis, defined success metrics, and a design that produces meaningful, actionable results.

• End-to-End Test Execution:Oversee the complete experimentation lifecycle, from insight generation and ideation through prioritization, implementation, quality assurance, measurement, and learning.

• Landing Page and Funnel Optimization:Guide improvements across landing pages, quizzes, checkout flows, and the broader customer journey, ensuring experiences are clear, engaging, fast, and aligned with customer expectations.

• Analytics and Performance Measurement:Establish strong analytical practices, monitor conversion and acquisition metrics, investigate customer behavior and performance segments, and use findings to guide future experiments.

• Cross-Functional Collaboration:Work closely with engineers, designers, growth teams, and other stakeholders to translate hypotheses into high-quality product experiences and deliver experiments rapidly.

• Tooling and Technology Optimization:Evaluate and improve experimentation, analytics, and reporting tools. Use platforms such as Omniconvert, PostHog, and Hex where appropriate, while identifying opportunities to strengthen the analytics stack.

• Global Growth Enablement:Develop repeatable conversion optimization practices that can be adapted to local markets and support the efficient scaling of paid acquisition investment internationally.

• Strategic Leadership and Execution:Balance high-level growth strategy with hands-on problem-solving, ensuring teams focus on the most consequential opportunities rather than only pursuing incremental improvements.

• Continuous Improvement:Build systems and processes that improve experimentation quality, team effectiveness, operational speed, and the consistency of learning across markets.

Requirements

• Relevant Experience:At least 5 years of experience leading and executing high-volume experimentation and conversion optimization for direct-to-consumer (DTC) e-commerce businesses, preferably in fast-paced, high-transaction-volume environments.

• Leadership Experience:Demonstrated ability to lead high-performing teams, develop individual contributors, establish accountability, and maintain high execution standards.

• Hands-On CRO Expertise:Proven experience personally owning the full experimentation lifecycle, from identifying opportunities and designing tests to implementation, quality assurance, analysis, and communicating results.

• Strategic Experimentation:Ability to distinguish between incremental optimization and larger strategic opportunities, prioritize high-impact initiatives, and avoid spending excessive effort on small improvements when more fundamental changes are needed.

• Customer-Centric Thinking:Strong intuition for consumer behavior and digital experiences, with the ability to identify friction, confusion, and opportunities to create more intuitive and compelling conversion journeys.

• Funnel and Acquisition Knowledge:Deep understanding of the relationship between paid advertising, landing page experience, conversion rates, cost per lead (CPL), customer acquisition cost (CAC), and lead or customer quality.

• Advanced Analytics:Strong analytical capabilities, comfort working directly with data, and the ability to investigate performance beyond headline metrics by examining segments, behaviors, and underlying causes.

• Experimentation and Measurement Tools:Experience with conversion optimization and product analytics platforms. Familiarity with tools such as Omniconvert, PostHog, and Hex is beneficial.

• Design Fluency:Good understanding of user experience, interface design, wireframing, and digital journey design, with the ability to collaborate closely with designers to deliver effective experiences.

• Technical Proficiency:Sufficient technical understanding to collaborate effectively with engineers, engage with code-related discussions, and take ownership of translating ideas into implemented experiences.

• Strategic and Operational Balance:Ability to set direction, identify systemic problems, build scalable processes, and remain directly involved in execution when needed.

• Autonomy and Adaptability:Highly resourceful, organized, and self-directed, with the ability to manage several initiatives simultaneously and make sound decisions amid uncertainty and changing priorities.

• Communication and Feedback:Strong communication skills, a direct and constructive approach to feedback, and the ability to foster transparency, collaboration, and continuous learning.

• Startup Mindset:Comfortable working in a demanding, high-growth environment characterized by urgency, ambitious goals, rapid experimentation, and significant personal ownership.

• Working Schedule:Willingness to accommodate some overlap with Pacific Time, generally remaining available until midday Pacific Time on most weekdays. The original role description indicates a demanding workload of approximately 50–60 hours per week, with regular weekend work; candidates should consider this expectation before applying.

Benefits

• Compensation:Advertised annual compensation range of$200,000–$400,000, plus potential equity of up to0.3%. Currency, eligibility, and final compensation terms should be confirmed during recruitment.

• Remote Work:Fully remote position within a globally distributed team, with flexibility to work primarily asynchronously and choose a suitable time zone while maintaining the required overlap.

• Healthcare:Comprehensive medical insurance where applicable.

• Equity Participation:Opportunity to participate in company equity, subject to the applicable terms and eligibility.

• Professional Development:Budget for books, courses, coaching, and continued learning.

• Personal Wellness:Budget for gym memberships and health-related applications.

• Health Coaching:Biweekly health coaching sessions to support personal well-being.

• Work Coaching:Biweekly professional coaching focused on effectiveness, performance, and maintaining composure in a demanding environment.

• Equipment:Laptop and work-from-home equipment provided as needed.

• Career Growth:Opportunity to shape conversion strategy, develop an international team, influence growth operations, and potentially progress into broader senior growth or product leadership roles.

• Team and Culture Development:Opportunity to contribute to the development of team practices, systems, and culture as the organization scales.