About the role

Role overview

As a Senior Growth Lead (Conversion Rate & Landing Page Optimization) at PetLabCo., you’ll take hands-on ownership of the conversion funnel for paid traffic. You’ll build and continuously improve landing pages, product pages, quiz funnels, and offer pages to turn advertising spend into customers, while partnering closely with paid media, copy, and design teams.

Key missions

Create & optimize conversion surfaces: landing pages, product detail pages, quiz funnels, advertorials, and offer pages to maximize conversion rate.
Own commercial outcomes by aligning ad creative/ad angles with landing page messaging and execution.
Run continuous experimentation: maintain a hypothesis backlog, execute A/B and multivariate tests, perform post-test analysis, and keep a documented library of learnings.

Requirements

Hands-on landing page building experience (tool-agnostic): Replo, Unbounce, Shogun, Webflow, Funnelish, or custom builds.
Strong analytics: GA4 (or equivalent), A/B testing platforms, understanding of statistical significance basics, and experience with session recording/heatmaps (e.g., Hotjar, Clarity).
AI fluency (core requirement): you use tools like Claude, ChatGPT, or similar daily for generating/iterating copy variants, auditing pages, synthesizing customer research, and building prompt systems.
Deep understanding of paid traffic dynamics (e.g., differences between cold social traffic and retargeting).
5+ years in DTC growth/CRO, ideally in supplements/health/wellness/beauty or another high-velocity consumer category.
Proven impact at scale: measurable lifts to CVR and AOV, with clear explanation of tests, thinking, and results.
Elite direct-response copy judgment: understand hooks/angles/offer framing/objection handling. You’ll direct copy (AI + internal copy team), but must diagnose page leakage and prescribe fixes.
Shopify ecosystem experience: themes/apps, checkout optimization, and headless.
Quiz funnel + personalization experience.
Subscription/recurring revenue experience.
AI for creative production: using AI to generate image/video variants for page assets.
Agentic AI workflow familiarity (e.g., Claude Code) to build and iterate pages faster.

Nice-to-haves

No explicit nice-to-haves listed beyond the above profile requirements.

About PetLabCo.

PetLabCo. is a fast-growing pet health and wellness brand focused on converting customer acquisition into measurable commercial outcomes. The company operates in the high-velocity DTC/e-commerce space and emphasizes optimization of landing and product experiences to drive revenue impact.