Senior Growth Lead — Conversion Rate & Landing Page Optimization (Remote in USA)

About the role

This role owns the creation and optimization of landing pages, product pages, quiz funnels, advertorials, and offer pages to drive conversions and increase average order value (AOV).

Responsibilities

• Own conversion rate (CVR) and average order value (AOV) across thepetlabco.com
• Build and launch landing pages end-to-end, including concept, copy, structure, and build
• Run a continuous testing program, including hypothesis backlog, A/B and multivariate tests, post-test analysis, and a documented library of learnings
• Fix message-match by ensuring the story a visitor clicks on aligns with the page’s narrative, segmented by traffic type (pre-sold vs. curiosity/tease, cold vs. retargeting)
• Drive AOV through offer architecture, including bundles, subscription vs. one-time framing, upsells, cross-sells, order bumps, and pricing/anchoring tests
• Direct conversion copy, working with AI and internal copy team to produce headlines, leads, body, CTAs, social proof, and objection handling
• Use AI as a force multiplier, including AI-assisted copy generation and iteration, AI-driven page teardowns and heuristic audits, rapid variant creation, research synthesis, and prompt workflows that let you test 10x more angles than a traditional CRO team
• Collaborate with paid social to ensure pages are built for the ads driving traffic to them

Requirements

• 5+ years in DTC growth/CRO, ideally in supplements, health/wellness, beauty, or another high-velocity consumer category
• A track record of measurably lifting CVR and AOV at scale, with specific examples of tests, the thinking behind them, and the results
• Hands-on landing page building experience, including tools like Replo, Unbounce, Shogun, Webflow, Funnelish, and custom builds
• Deep knowledge of what makes copy convert, including direct-response principles, hooks, angles, offer framing, and objection handling
• Solid analytical chops, including GA4 or equivalent, A/B testing platforms, statistical significance basics, session recording/heatmap tools (Hotjar, Clarity, etc.), and deep understanding of paid social traffic dynamics

Qualifications

• Genuine, current AI fluency, using tools like Claude, ChatGPT, or similar daily in your actual workflow
• Solid analytical chops, including GA4 or equivalent, A/B testing platforms, statistical significance basics, session recording/heatmap tools (Hotjar, Clarity, etc.), and deep understanding of paid social traffic dynamics
• Deep understanding of paid social traffic dynamics, including why a page that converts Facebook cold traffic might die with retargeting traffic

Skills

• AI fluency, using tools like Claude, ChatGPT, or similar daily in your actual workflow
• Strong analytical skills, including GA4 or equivalent, A/B testing platforms, statistical significance basics, session recording/heatmap tools (Hotjar, Clarity, etc.), and deep understanding of paid social traffic dynamics
• Ability to quickly diagnose and fix issues with landing pages, including message-match and AOV

Benefits

• 20 days PTO plus company holidays
• Company Bonus
• Medical, Vision and Dental Insurance
• Short-Term and Long-term disability Insurance
• Life Insurance
• 401K
• Monthly Internet Stipend