What You'll Own1. Full-Funnel Conversion Rate Optimisation
- Own end-to-end CVR performance across the entire Shopify DTC experience: Homepage, Landing Pages (paid and organic), Product Detail Pages (PDPs), Collection Pages, Cart, and Checkout.
- Build, prioritise, and maintain a rolling CRO hypothesis backlog scored by expected impact, confidence, and ease of implementation (ICE or equivalent framework).
- Design and execute a rigorous A/B and multivariate testing programme with statistically valid sample sizes, pre-registered hypotheses, and documented learnings - no "we changed the button colour and it felt better."
- Own the core conversion KPIs: Add-to-Cart Rate (ATC %), Reached Checkout %, Purchase Conversion Rate (CVR %), Revenue Per Session (RPS), and Average Order Value (AOV).
- Conduct deep-dive funnel analysis to identify the highest-leverage drop-off points - and build the business case for fixing them with projected revenue impact.
- Optimise the entire purchase path for both acquisition (first-time buyers) and retention (returning subscribers), recognising that these journeys require fundamentally different CRO strategies.
2. On-Site Experience & UX Optimisation
- Own the UX and conversion performance of every key page template on the Shopify storefront - you are the internal authority on what converts and why.
- Collaborate with design and development to build, test, and iterate on page layouts, content hierarchy, trust signals, social proof placement, CTAs, and navigation flows.
- Lead the optimisation of Product Detail Pages: hero imagery, ingredient storytelling, review integration, subscription vs. one-time purchase framing, cross-sell/upsell modules, and urgency mechanics.
- Optimise Cart and Checkout flows: cart abandonment interventions, progress indicators, payment method visibility, shipping threshold nudges, and post-purchase upsell opportunities.
- Own Landing Page performance for paid media campaigns - work directly with the Head of Paid Media and Creative Strategist to ensure landing pages are conversion-optimised before a single pound of media spend goes live.
- Drive mobile-first optimisation - the majority of our traffic is mobile; every test and design decision must prioritise the mobile experience.
3. Data, Analytics & Insight
- Build and maintain a CRO performance dashboard (GA4, Shopify Analytics, and/ Looker/Amplitude) with real-time visibility into funnel metrics, test results, and revenue impact.
- Use quantitative tools (GA4 event tracking, Shopify reports, custom SQL queries) alongside qualitative tools (Hotjar/Microsoft Clarity heatmaps, session recordings, on-site surveys) to diagnose conversion barriers.
- Develop a structured approach to post-test analysis: document every test with hypothesis, methodology, sample size, statistical significance, result, and "so what" action items.
- Translate data into commercially actionable recommendations - not just "CVR dropped 0.3%" but "CVR dropped 0.3% because X, costing us ~£Y/month, and here's how we fix it."
- Own the weekly and monthly CRO performance reporting cadence - presenting to the VP of Growth, Paid Media, Retention, and leadership with clear narratives, not just spreadsheets.
- Build and maintain cohort-level conversion analysis: new vs. returning visitors, traffic source segmentation, device splits, and geo-market performance.
4. AI-Native Workflow & Automation
- Use AI tools (Claude, ChatGPT, and emerging agentic layers) as a daily operating system - nota novelty. This means using AI for hypothesis generation, copy variant creation, data pattern recognition, competitive analysis, and workflow acceleration.
- Build and refine AI-assisted CRO workflows: automated test brief generation, bulk landing page copy creation, heatmap summary interpretation, and rapid competitive teardowns.
- Develop prompt libraries and reusable AI templates for recurring CRO tasks - so the team can move faster without sacrificing quality.
- Stay current on AI-powered CRO and personalisation tools (Mutiny, Intellimize, Dynamic Yield, or equivalent) and recommend build-vs-buy decisions for our stack.
- Champion AI adoption within the broader growth team - if you discover a workflow that saves 10 hours/week, you document it and share it.
5. Commercial & Cross-Functional Integration
- Partner with the Head of Paid Media to ensure campaign landing pages are optimised before spend scales - CRO and media buying must operate as a closed loop, not separate silos.
- Work with the Retention team (and agency partner) to optimise post-purchase flows, subscription upgrade paths, and reactivation landing pages that reduce churn and increase LTV.
- Collaborate with the Affiliate Manager on partner-specific landing pages, offer structures, and conversion tracking to maximise affiliate channel ROI.
- Inform product merchandising and bundling strategy based on on-site behavioural data: what do customers browse together, what bundles convert, where does upsell friction live?
- Contribute to quarterly planning and revenue forecasting by modelling the CVR and AOV impact of the CRO roadmap on topline revenue.
- Work with the Creative Strategist to ensure on-site creative assets (imagery, video, UGC) are deployed in the formats and placements that maximise conversion, not just brand aesthetics.
Background & Experience- 4-8 years of hands-on CRO, growth, or eCommerce optimisation experience - with at least 2 years focused on DTC / Shopify (or equivalent platforms: Magento, BigCommerce, headless commerce).
- Demonstrated track record of measurably improving conversion rates, AOV, or revenue per session through structured experimentation - not just "I redesigned the PDP." Show us the numbers.
- Deep proficiency with analytics and testing tools: GA4, Google Optimize (or VWO/Optimizely/AB Tasty), Hotjar or Microsoft Clarity, and Shopify's native analytics.
- Experience building and managing A/B testing programmes with proper statistical rigour - you understand sample size calculations, significance thresholds, and when to call a test.
- Strong understanding of Shopify's architecture, Liquid templating, theme customisation, and app ecosystem - you don't need to be a developer, but you need to speak the language fluently enough to brief one.
- Experience working in or with premium/luxury DTC brands, health and wellness, supplements, or subscription commerce is strongly preferred.
- Working knowledge of SEO and how CRO decisions impact organic performance - you understand that page speed, content structure, and URL architecture matter for both conversion and discovery.
- Experience with personalisation engines, dynamic content tools, or product recommendation systems (Nosto, Rebuy, Klevu, or equivalent) is a plus.
Mindset & Style
- Data-obsessed, not opinion-driven - you don't change anything on the site without a hypothesis, a measurement plan, and a clear success criterion.
- Commercially wired - you understand that a 0.5% CVR improvement on a £X million run-rate isn't a "nice win," it's a material revenue driver, and you frame your work accordingly.
- Relentlessly curious - you're already subscribed to CXL, Baymard Institute, or equivalent; you follow what Glossier, Hims, Ritual, and AG1 are doing with their on-site experience; you have opinions about checkout flows.
- Builder, not a bureaucrat - you thrive in fast-moving environments where you need to ship tests quickly, learn fast, and iterate without waiting for a 12-person approval chain.
- Strong communicator who can translate technical CRO findings into commercial language that a CEO, CFO, or board member would understand and act on.
- Comfortable operating across time zones - our team, agency partners, and customer base are
global.
You Must Be AI-NativeActive, fluent daily AI tool usage is mandatory, not optional. We expect you to be embedding AI into every workflow you touch on day one.
Beat Claude ChallengeShortlisted candidates complete a role-specific assignment, scored against a baseline we generate using Claude - same data, blind review. To advance, your thinking needs to be better than what the best AI produces.
Ties don't advance.Department Marketing Locations Remote Remote status Fully Remote
