Senior Growth Lead – Conversion Rate, Landing Page Optimization

This is a fully remote position, open to applicants in United States.

📋 Description

• Take charge of CVR and AOV for thepetlabco.com, including product pages, landing pages, quiz funnels, listicles, advertorials, and offer pages.

• Develop and deploy landing pages from start to finish, encompassing concept, copy, structure, and build (using page builders and/or collaborating with developers), tailored to traffic sources and advertising angles.

• Implement a continuous testing program, managing a hypothesis backlog, conducting A/B and multivariate tests, performing post-test analysis, and maintaining a documented library of insights.

• Ensure message consistency by aligning the narrative a visitor clicks on with the content of the page, categorized by traffic type (pre-sold vs. curiosity/tease, cold vs. retargeting).

• Enhance AOV through strategic offer architecture, including bundles, subscription vs. one-time pricing, upsells, cross-sells, order bumps, and pricing/anchoring tests.

• Oversee conversion copy development by collaborating with AI and our internal copywriting team to create compelling headlines, introductions, body copy, calls to action, social proof, and objection handling. You don’t need to write every word, but you must have the expertise to identify effective copy and refine it to optimize conversion.

• Leverage AI as a powerful tool for enhancing productivity, utilizing AI-assisted copy generation and iteration, conducting AI-driven page assessments and heuristic audits, rapidly creating variants, synthesizing research, and establishing prompt workflows that enable testing of multiple angles compared to traditional CRO approaches.

• Work closely with the paid social team to ensure pages are designed to align with the ads driving traffic, rather than working in isolation.

• Provide clear reporting; you will own the metrics and communicate what strategies are effective, what needs adjustment, and future steps.

⛳️ Requirements

• Minimum of 5 years of experience in DTC growth/CRO, preferably within the supplements, health/wellness, beauty, or other fast-paced consumer sectors.

• Proven ability to significantly improve CVR and AOV at scale — you should be able to discuss specific tests, the rationale behind them, and the outcomes achieved.

• Practical experience in building landing pages (Replo, Unbounce, Shogun, Webflow, Funnelish, custom builds — tool-agnostic, but you should be a builder).

• Extensive understanding of effective copywriting — direct-response principles, hooks, angles, offer framing, and objection handling. You will guide copy rather than write everything, leveraging AI and an internal copy team, but your judgment regarding copy must be exceptional: you should be able to assess a page and identify why it’s underperforming and how to rectify it.

• Current proficiency in AI tools — you regularly use platforms like Claude, ChatGPT, or similar in your daily workflow for generating and iterating copy variants, auditing pages, synthesizing customer insights, and developing prompt systems. This is a fundamental requirement, not optional. If AI has not transformed your work in the last 18 months, this role may not be suitable for you.

• Strong analytical skills — familiarity with GA4 or equivalent platforms, A/B testing tools, understanding of statistical significance basics, and experience with session recording/heatmap tools (Hotjar, Clarity, etc.).

• Comprehensive knowledge of paid social traffic dynamics — you understand why a page that performs well with cold Facebook traffic may fail with retargeting traffic, and vice versa.

• **Nice to have:**

• Experience with quiz funnels and personalized marketing.

• Familiarity with the Shopify ecosystem (themes, apps, checkout optimization, headless commerce).

• Background in subscription/recurring revenue models.

• Experience utilizing AI for creative production (image/video variants for page assets).

• Knowledge of agentic AI workflows (Claude Code or similar) for faster page building and iteration.

🏝️ Benefits

• 20 days of paid time off plus company holidays.

• Company bonus program.

• Medical, vision, and dental insurance coverage.

• Short-term and long-term disability insurance.

• Life insurance policy.

• 401K retirement plan.

• Remote work flexibility.

• Monthly internet stipend.