About This Role
This role is for a data-driven, customer-obsessed CRO Manager to take ownership of landing page and site performance, driving significant gains in conversion rate across a direct-to-consumer (DTC) eCommerce business. The position focuses on optimizing image and video content performance on-site, translating visual storytelling into measurable revenue. The ideal candidate will be a senior strategist capable of converting paid traffic into increased revenue efficiently and predictably.
Responsibilities
- Own the CRO roadmap: prioritize tests by impact, effort, and confidence, and drive a consistent testing cadence
- Audit and optimize product pages, landing pages, and site structure for conversion
- Design and run A/B and multivariate tests using tools like VWO
- Lead testing of visual content on-site, including product imagery, lifestyle photography, gallery order, demo and installation videos, UGC, comparison graphics, and hero video
- Develop hypotheses from quantitative data (Google Analytics, Shopify, Clarity) and qualitative insights (heatmaps, scrollmaps, session replays, video engagement)
- Build test plans covering layout, messaging, product page flow, CTAs, offers, visual assets, and form optimization
- Write creative briefs for photo and video assets based on test learnings and customer insights, and partner with designers, UGC producers, and the video team to execute them
- Work cross-functionally with the copywriter, designer, and developer to launch tests quickly
- Analyze how image and video content affects engagement, add-to-cart, and conversion, and scale the winners across the site
- Report on test results, wins, and learnings, and turn them into clear revenue impact
- Continuously optimize for the 50+ male customer segment, ensuring messaging and visuals reinforce what matters to them: durability, fitment confidence, and trust
- Collaborate with the marketing team to align landing pages and on-site visuals with paid campaign angles and ad creative
Requirements
- 5+ years of hands-on CRO experience, ideally in high-traffic DTC eCommerce
- Proven experience optimizing image and video content for conversion (PDP galleries, product videos, UGC, lifestyle imagery)
- Track record of running a structured testing program with documented wins and measurable revenue impact
- Deep understanding of customer psychology and conversion principles
- Experience with A/B testing tools (e.g., VWO, Convert, Optimizely)
- Strong knowledge of Shopify or headless commerce stacks (Next.js is a plus)
- Able to interpret analytics, heatmaps, session replays, and user behavior tools
- Strong creative judgment and the ability to write clear, actionable briefs for designers and video creators