Head of CRO (Paid Traffic, DTC)

About the Role
We are looking for a hands‑on Conversion Optimization Specialist to take ownership of conversion across the paid‑traffic funnel. The ideal candidate knows how to boost performance in live DTC funnels by identifying bottlenecks, designing robust tests, implementing changes safely, and turning insights into scalable systems.

This person is naturally curious, driven by revenue and profit, and understands that effective CRO means disciplined decision‑making across traffic, prelanders, PDPs, offers, pricing, cart, checkout, upsells, and the post‑purchase flow.

Role Purpose
The mission is to maximize funnel conversion and monetization so that more paid traffic translates into greater profit, with less founder involvement and fewer avoidable mistakes. This role is expected to enhance decision quality, reduce wasted spend, and build operating systems that make CRO scalable across the business.

Get Ready To

• Own CRO strategy and execution across paid traffic funnels in a DTC environment

• Identify the highest-leverage bottlenecks from ad click through purchase

• Build and iterate prelanders, advertorials, PDPs, offer pages, cart flows, and checkout experiences

• Run meaningful pricing, offer, bundle, discount, gift, subscription, and upsell tests

• Isolate root cause before acting by separating traffic issues from page issues, offer issues, checkout issues, and tracking issues

• Design safe, high-signal tests with clear hypotheses, decision rules, and kill criteria

• QA production changes before they go live at scale

• Work closely with founders, marketers, designers, developers, and operators to turn ideas into measurable wins

• Build systems for experimentation, documentation, QA, naming conventions, result tracking, and postmortems

• Use data, heatmaps, session recordings, and customer behavior patterns to produce clear, decision-ready recommendations

We Expect You To

• Have strong hands-on CRO experience on paid traffic, preferably in DTC ecommerce

• Provide real examples of good work across prelanders, advertorials, PDPs, pricing tests, offer tests, cart or checkout tests, and upsell flows

• Understand performance marketing, especially how traffic quality, creative angle, landing experience, and offer structure interact

• Be able to explain not just what you changed, but why, how you tested it, and what the downstream impact was

• Be comfortable owning both strategy and execution detail

• Have a strong systems mindset and naturally turn repeated work into templates, checklists, SOPs, and reusable frameworks

• Be highly analytical and excited by heatmaps, session recordings, funnel data, and messy real-world performance signals

• Be curious about agentic coding and comfortable working with technical tools that speed up research, iteration, and execution

• Know how to collaborate well with dev, design, media buying, and leadership without creating unnecessary drag

• Have proof of exceptional UX/UI taste

Core KPIs

This role is judged on business impact, decision quality, and autonomy:

1. Incremental revenue and profit lift from CRO work

2. Contribution margin improvement

3. Average order value

4. Upsell and post-purchase take rate

5. Speed from problem identification/idea to clean test launch

Tools and Environment

You should be comfortable operating in an environment that includes:

• Shopify

• Paid traffic performance data

• Heatmaps

• Analytics and attribution tooling

• AI and agentic coding workflows that improve speed and leverage

What Good Looks Like

A strong candidate for this role can clearly show:

• Proof of understanding

• Examples of CRO wins on paid traffic

• Strong DTC judgment

• Clean reasoning about tests, causality, and tradeoffs

• Autonomy

• Systems thinking

• Obsession with revenue and profit