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

About the role

The Senior Growth Lead — Conversion Rate & Landing Page Optimization role at PetLab Co. is responsible for owning conversion rates and average order values across thepetlabco.com. This includes product pages, landing pages, quiz funnels, listicles, advertorials, and offer pages. The role involves building and launching landing pages end-to-end, running a continuous testing program, and driving AOV through offer architecture.

Responsibilities

• Own CVR and AOV across thepetlabco.com — product pages, landing pages, quiz funnels, listicles, advertorials, and offer pages
• Build and launch landing pages end-to-end — concept, copy, structure, and build (page builders and/or working with dev), matched to traffic source and ad angle
• Run a continuous testing program — hypothesis backlog, A/B and multivariate tests, post-test analysis, and a documented library of learnings
• Fix message-match — ensure the story a visitor clicks on is the story the page tells, segmented by traffic type (pre-sold vs. curiosity/tease, cold vs. retargeting)
• Drive AOV through offer architecture: bundles, subscription vs. one-time framing, upsells, cross-sells, order bumps, and pricing/anchoring tests
• Direct conversion copy — work with AI and our internal copy team to produce headlines, leads, body, CTAs, social proof, and objection handling. You don't need to write every word, but you need to instantly know when copy will convert and when it won't — and be able to brief, edit, and sharpen it to get there
• Use AI as a force multiplier — 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 so pages are built for the ads driving traffic to them, not in a vacuum
• Report clearly — you'll own the numbers and communicate what's working, what isn't, and what's next

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 — you can walk us through specific tests, the thinking behind them, and the results
• Hands-on landing page building experience (Replo, Unbounce, Shogun, Webflow, Funnelish, custom builds — tool-agnostic, but you build)
• Deep knowledge of what makes copy convert — direct-response principles, hooks, angles, offer framing, objection handling. You'll direct copy rather than write everything yourself (you'll have AI and an internal copy team), but your judgment on copy needs to be elite: you can look at a page and know exactly why it's leaking and how to fix it
• Genuine, current AI fluency — you use tools like Claude, ChatGPT, or similar daily in your actual workflow: generating and iterating copy variants, auditing pages, synthesizing customer research, building prompt systems. This is a core requirement, not a nice-to-have. If AI hasn't changed how you work in the last 18 months, this isn't the role for you
• Solid analytical chops — GA4 or equivalent, A/B testing platforms, statistical significance basics, session recording/heatmap tools (Hotjar, Clarity, etc.)
• Deep understanding of paid social traffic dynamics — you know why a page that converts Facebook cold traffic dies with retargeting traffic, and vice versa

Benefits

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