Do you obsess over why some funnels print money and others quietly leak it?
Do you find yourself reverse-engineering landing pages the same way a mechanic takes apart an engine, because understanding the system is the only way to actually improve it?
Freebird® is a 9-figure DTC brand serving over 2 million customers and redefining shaving for the modern consumer. We've built one of the strongest paid acquisition engines in DTC, and the next phase of growth isn't about spending more, it's about converting better.
We're looking for a CRO Manager who doesn't just run tests but builds the machine that runs tests at scale. This role owns Freebird's entire experimentation program: the system, the process, and the execution that turns paid traffic into profitable new customers.
This is not a "here's a testing tool, go figure it out" role. You'll design and operate a world-class CRO engine running 12+ experiments per month and scaling toward 20+, with every test properly hypothesized, cleanly measured, and institutionalized when won.
You'll report directly to the VP of Growth and serve as the connective tissue between paid media, creative, design, and analytics. This role is 100% remote. We require meaningful overlap with US working hours (Eastern time zone is ideal)
If you think in test hypotheses, funnel economics, and contribution margin, and you've been waiting for the chance to build the program the right way, this role is for you.
What You'll Own
Build the CRO Operating System
- Design and implement the full CRO operating system: intake process, naming conventions, hypothesis documentation, prioritization scoring, brief templates, QA checklists, and retrospective reviews
- Maintain a prioritized, always-active testing backlog that is never empty, never stale, and never requires a meeting to understand
- Own the full test lifecycle end-to-end: ideation, brief, design, dev, QA, launch, analysis, rollout, and documentation
- Write clear, actionable briefs that enable Design and Dev to execute efficiently with minimal back-and-forth
- Translate every winning test into a scaled implementation and a documented learning in the Growth playbook
- Build a closed-loop integration with paid media and creative so ad-side signals inform test hypotheses and test results flow back into creative strategy continuously
Drive Conversion Rate and CAC Efficiency
- Own CVR across all paid media landing pages, funnels, and checkout flows, measured at the audience and channel level
- Improve new customer conversion rate and NC-ROAS through targeted, high-velocity experimentation
- Reduce funnel drop-off at every key step: landing page, PDP, checkout, and confirmation
- Set and track weekly and monthly CVR benchmarks by channel and audience segment
Optimize for First-Order Contribution Margin
CVR is a means to an end. The real metric is profitable customer acquisition, not just volume.
- Evaluate every test on revenue per visitor and contribution margin, not conversion rate alone
- Test and optimize AOV, subscription attach rates, and upsell and cross-sell mechanics throughout the funnel
- Understand when to accept a CVR trade-off to protect margin and make that call confidently
- Collaborate with Analytics to ensure contribution margin is measured accurately and consistently across all experiments
- Track and report the FOCM impact of all major experiments with clear attribution
Own Offer and Funnel Architecture
The highest-leverage tests are structural, not cosmetic.
- Design, test, and iterate on offer structures, pricing presentations, PPU sequencing, bump mechanics, and subscription framing
- Own the end-to-end funnel map: every page, every outcome, every leverage point, and the current ceiling on each
- Partner with Paid Media to build channel-specific and audience-tailored landing experiences across Men's Head, Men's Body, Women's, Meta, TikTok, prospecting, and retargeting
- Identify gaps between creative angles and site experiences and turn them into test hypotheses immediately
Be the CRO Voice Across Growth
- Establish a structured reporting cadence: weekly test pipeline updates, monthly CRO performance reviews, and quarterly roadmap planning
- Translate CRO insights into creative briefs, offer recommendations, and UX direction for Design and Performance Creative
- Align the experimentation roadmap with the VP of Growth's quarterly targets and the broader Growth operating system
- Push back on shiny object syndrome with data
What Success Looks Like
Within 6 to 12 months:
- A clean, documented CRO operating system is live and running at 12+ tests per month
- The testing backlog is always healthy, prioritized, and never blocking execution
- CVR improves measurably across top paid media funnels
- FOCM tracking is live and tied to all major experiments
- The Growth playbook grows with documented learnings every test cycle
- Paid media, creative, and design teams operate in a tight, closed loop with the experimentation program
- You are the undisputed internal authority on what to test next and why
Requirements
We're looking for a program builder with performance marketer instincts, not just someone who runs tests when asked.
- 3 to 5+ years of hands-on CRO experience in a DTC or performance marketing environment
- Proven experience building a CRO program from scratch, not just inheriting a mature one
- Fluency in A/B testing platforms such as Intelligems, VWO, Optimizely, or equivalent
- Deep understanding of the full acquisition funnel: ad, landing page, offer, and checkout as one connected system
- Strong grasp of offer architecture including PPU sequencing, subscription framing, bump mechanics, and AOV levers
- Data literacy: statistical significance, clean test design, and the ability to read your own results without leaning entirely on Analytics
- Ability to write crisp, actionable briefs that unblock Design and Dev without handholding
- Based in or able to work full overlap with US Eastern or Central time zone hours
Bonus Points
- Experience at a DTC subscription brand
- Background in direct-response or performance creative environments
- Familiarity with the Shopify or headless ecommerce stack
- Experience with contribution margin modeling
Benefits
- Your work directly drives profitable revenue, not vanity metrics
- Full ownership of the experimentation program from day one
- Real decision-making authority and a clear mandate to build
- Fast-moving, no-politics culture built for execution over process
- Opportunity to build something that scales with a 9-figure brand
- Make a visible impact by seeing your ideas tested, scaled, and tied directly to business growth
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