Head of CRO (Paid Traffic, DTC)

• 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

• 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

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

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

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