Head of CRO (Paid Traffic, DTC)

About the Role
We are looking for a hands‑on Head of CRO 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:
Incremental revenue and profit lift from CRO work

Contribution margin improvement

Average order value

Upsell and post-purchase take rate

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