Director of Conversion Rate Optimization (CRO)

About the position

The Director of Conversion Rate Optimization (CRO) at Freebird is responsible for leading the company's testing and optimization efforts to enhance website performance and drive significant improvements in key performance indicators (KPIs) such as conversion rates and average order value (AOV). This role involves developing a scalable experimentation system, managing a backlog of tests, and collaborating closely with the CEO and COO to prioritize high-impact initiatives. The Director will also mentor a growing CRO team and ensure rapid test implementation in a fast-paced, results-driven environment.

Responsibilities

• Build & scale the CRO program by developing a high-velocity CRO strategy that allows for running multiple tests simultaneously.
• Manage a backlog of experiments and prioritize high-impact tests that can drive significant improvements in conversion rates and AOV.
• Establish and optimize processes to ensure tests are implemented consistently and efficiently, scaling experimentation over time.
• Lead A/B testing, multivariate testing, and split testing across the site, managing the full testing lifecycle.
• Ensure rapid deployment of tests from ideation to execution, collaborating with design and development teams.
• Prioritize and manage tests based on impact potential, focusing on improving key metrics like conversion rate, revenue per visitor (RPV), and AOV.
• Use heatmaps, user recordings, Google Analytics, and other CRO tools to understand user behavior and identify friction points.
• Make data-driven decisions and build a testing program backed by clean, reliable data.
• Optimize the full customer funnel, collaborating with the UX team to align tests with user behavior insights.
• Act as the CRO lead, working cross-functionally with design, development, marketing, and other teams.
• Mentor and lead the CRO function, laying the groundwork for a growing experimentation team.
• Regularly report on CRO KPIs and continuously refine the testing strategy based on results.

Requirements

• 5+ years of experience in eCommerce conversion rate optimization (CRO) with a track record of improving conversion rates, AOV, and site performance.
• Strong experience running CRO programs for eCommerce brands, preferably on Shopify Plus and subscription-based businesses.
• Expertise in using testing tools like Convert.com, Optimizely, or VWO to manage A/B and multivariate testing.
• Ability to ensure clean, accurate data by setting up proper event tracking and using product analytics tools effectively.
• Strong skills in interpreting data insights to drive impactful tests and optimizations.
• Experience working with designers to improve user experience, design, and usability while focusing on key performance metrics.
• Proven ability to lead and mentor a team, building a scalable CRO process and fostering a culture of continuous experimentation.
• Familiarity with direct-response marketing and optimizing landing pages and funnels for high-traffic eCommerce sites.
• Excellent collaboration skills, working closely with design, development, and marketing teams.

Benefits

• Health insurance
• Unlimited paid time off
• 401(k)
• 401(k) matching