Head of Shopify / CRO

MISSION Own the Shopify storefront end to end - every landing page, every PDP, every bundle, every offer, every pixel of the conversion experience - and systematically increase conversion rate, AOV, and revenue per session through relentless building, testing, and optimization. ROLE CONTEXT The Shopify storefront is live but underoptimized. Existing landing pages need refinement, new ones need to be built, the offer architecture needs work, and there's no systematic A/B testing program running. This role owns all of that. You are the builder. The Director of eCommerce sets the revenue strategy and decides which funnels and offers to prioritize. You make them real - fast, clean, and conversion-optimized. When the paid media team needs a new landing page for a winning ad angle, you're the one who ships it in days, not weeks. You think in conversion rate, AOV, and revenue per session. You obsess over what happens between the ad click and the thank-you page. You know Shopify Liquid, you understand the app ecosystem inside and out, and you treat the storefront like a product - always shipping, always testing, always improving. This is a hands-on execution role with strategic input. You're not managing a team of developers - you ARE the developer, the designer, and the CRO specialist. You build it, you test it, you measure it, you iterate. SCORECARD - OUTCOMES This is how we measure success. Not effort, not hours - outcomes with metrics and deadlines. By Day 30 Full storefront audit complete: every page reviewed - homepage, PDPs, collection pages, cart, checkout, post-purchase. Documented current conversion rate, page speed, mobile experience, and UX issues. Prioritized fix list delivered to Director of eCommerce. Tech stack audit delivered: every Shopify app catalogued with cost, function, and recommendation (keep, replace, consolidate). Theme architecture reviewed and documented. Existing landing pages audited: current landing pages reviewed for conversion performance, design quality, mobile responsiveness, and offer clarity. Quick-win improvement list ready. Bundle and offer architecture mapped: current offers (subscribe-and-save, bundles, upsells, cross-sells) documented. Gap analysis vs. what a high-performing supplement DTC store should have. A/B testing infrastructure set up: testing tool selected and installed (or existing tool audited). Baseline metrics established. First 2-3 tests identified and queued. By Day 60 Quick-win CRO improvements shipped: hero PDPs optimized, cart experience improved, mobile UX tightened, trust elements added, page speed improved. Measurable conversion rate lift vs. baseline. First new landing pages live: at least 2-3 new or substantially rebuilt landing pages running with paid traffic. Each paired to a specific offer and ad angle. Conversion tracked per page. Bundle offers built and live: at least 2 new bundle or offer structures on the storefront (e.g., buy 2 get 1, starter kits, hero + complementary product bundles). AOV impact measured. A/B tests running: at least 2-3 tests live (headlines, layouts, CTAs, pricing presentation, social proof placement, offer framing). Results logged, learnings applied to next round. Design system established: reusable Shopify sections and templates built so new landing pages can be spun up fast without starting from scratch every time. By Day 90 Conversion rate measurably up: site-wide CVR improved vs. day-one baseline. Improvement attributable to specific changes you made, documented and reported. Landing page machine running: you can build and ship a new landing page in 1-2 days. The pipeline never bottlenecks on storefront execution. When paid media finds a winning angle, the LP is live within 48 hours. AOV improved: through bundles, upsells (Rebuy or equivalent), cart drawer optimization, and subscription incentives. AOV tracked weekly and trending up. Continuous testing cadence: 2-3 A/B tests running at all times. A testing log documents every test, hypothesis, result, and next action. Post-purchase experience built: thank-you page optimized for subscription upsell and cross-sell. Order confirmation experience designed to reduce buyer's remorse and increase repeat rate. By Month 6 CVR improved 20%+ vs. baseline: through cumulative CRO improvements, landing page optimization, and offer testing. Documented with data. AOV improved 15%+ vs. baseline: through bundles, upsells, and subscription offer optimization. 5+ high-performing landing pages live: each optimized for a specific offer and ad angle. At least 3 ready-to-scale funnels documented with playbooks. Shopify tech stack optimized: redundant apps removed, critical apps configured properly, theme performance optimized. Monthly app spend reduced or justified with clear ROI. Storefront is a competitive advantage: the conversion experience is noticeably better than 90% of supplement DTC stores. Speed, design, offer presentation, and mobile experience are all best-in-class. Director of eCommerce never blocked on storefront: any landing page, offer, or test they need goes from brief to live fast. You are a force multiplier on the revenue team, not a bottleneck. ONGOING KPIS Once the system is built, these are the numbers you own and review weekly. This is your scoreboard. Site-wide conversion rate: the primary metric. Tracked daily, reported weekly, improving through continuous CRO. Conversion rate by landing page/funnel: each page tracked individually. Underperformers identified and fixed or killed. AOV: average order value. Influenced through bundles, upsells, cart drawer, and subscription offers. Revenue per session: CVR x AOV. The single best metric for storefront performance. Page speed: Core Web Vitals scores across key pages. Target: green on all metrics. A/B tests running: number of active tests at any time. Target: 2-3 minimum always running. Landing page turnaround time: time from brief to live. Target: 1-2 business days for standard pages. Cart abandonment rate: tracked and actively reduced through cart experience improvements. Subscription attach rate: % of orders that include a subscription. Influenced through PDP and post-purchase optimization. SCORECARD - COMPETENCIES Behavioral traits we interview against directly. Shopify expert Deep Liquid knowledge. Can build custom sections, modify themes, debug issues, and optimize performance without relying on external developers. CRO practitioner Runs real A/B tests with proper methodology. Understands statistical significance, not just "this version looks better." Data drives every decision. Design-minded builder Has a high bar for visual quality. Builds pages that look designed, not hacked together. Consistent spacing, typography, hierarchy, and mobile responsiveness. Speed of execution Ships fast. A new landing page in 1-2 days, not 1-2 weeks. Doesn't let perfect be the enemy of live, but never ships garbage. Offer architect Thinks in bundles, upsells, cross-sells, and subscription incentives. Understands how offer structure impacts AOV and LTV, not just conversion rate. App ecosystem fluency Knows the Shopify app landscape - Rebuy, Skio/ReCharge, Okendo, Shogun, and similar tools. Can evaluate, configure, and optimize without hand-holding. AI-augmented Uses AI tools daily for design, copy, code generation, and workflow acceleration. Not experimenting - deploying to move faster. Radical honesty Pushes back with data. Flags when a page isn't converting. Kills underperforming tests and offers without sentimentality. EXPLICIT BOUNDARIES This role does not own: Email/SMS strategy or Klaviyo - that's a separate function Paid media strategy or ad creative - that belongs to the revenue function Amazon, TikTok Shop, or other non-Shopify channels Product vision, formulation philosophy, or brand worldview - those belong to the Founder You own the Shopify storefront and everything that affects conversion on it. Landing pages, PDPs, cart, checkout, bundles, offers, upsells, post-purchase, page speed, A/B testing, and the Shopify tech stack. When someone clicks an ad or an email link, what they land on is yours. DECISION RIGHTS Owns: Shopify storefront (all pages), landing page design and development, CRO program, A/B testing, bundle and offer architecture, cart and checkout optimization, post-purchase experience, Shopify app stack management, page speed optimization, and reusable template/section library. Reports to: Director of eCommerce. Collaborates with: Director of eCommerce on funnel strategy and offer priorities, paid media on ad-to-LP alignment, creative team on design assets, and operations on subscription and fulfillment logistics. THIS ROLE IS NOT A Shopify developer who waits for tickets and builds what they're told A designer who makes things look nice but doesn't track conversion rate A generalist marketer who touches Shopify as one of ten responsibilities A CRO consultant who writes reports but doesn't build anything This is a builder-optimizer who ships pages fast, tests relentlessly, and treats conversion rate as a personal KPI. You build it, you test it, you own the number. IDEAL CANDIDATE 3-6 years building and optimizing Shopify storefronts for DTC brands doing $5M-$30M+ Expert in Shopify Liquid - you build custom sections, templates, and theme modifications yourself Proven CRO results - you've improved conversion rates with documented before/after data, not just design opinions Strong design sensibility - your pages look professionally designed, with consistent spacing, typography, hierarchy, and brand alignment Experience building landing pages at speed - you've shipped pages in 1-2 days, not 1-2 weeks Fluent in the Shopify app ecosystem - Rebuy, Skio/ReCharge, Okendo, Shogun, or equivalents. You've configured these tools, not just installed them Experience with A/B testing tools (Convert, VWO, Optimizely, or Shopify's native split testing) Supplement, health, wellness, or fitness brand experience preferred Proficient with AI tools (ChatGPT, Claude, Cursor, etc.) for code, copy, and design acceleration U.S.-based - this is a U.S.-only hire Bonus: You have a portfolio of Shopify storefronts you've built or substantially improved, with conversion rate data to back it up.