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One of the coolest ecommerce jobs around!
ALLAN’S COMMENTS: We are looking for a PROVEN Director of Conversion Rate Optimization (CRO) for a $40 million, subscription-based, branded, eco-friendly CPG manufacturer of safe, non-toxic cleaning products delivered in refillable and sustainable packaging.
Think 7th Generation before it was snapped up by Unilever.
This role is fully remote / WFH, and what we’re looking for here is a PROVEN hands-on, action-oriented, test-learn-and-implement star. The Sherlock Holmes of CRO, if you will. Special consideration will be given to client-side candidates who are CURRENTLY driving conversions on a DTC CPG ecommerce site.
About the Company
The firm’s mission is to formulate and market the world’s safest consumer products that allow families to detoxify their homes and reduce their exposure to dangerous chemicals. Its product line offers an excellent example of nature-driven innovation.
Engineered using eco-friendly ingredients, the firm’s everyday cleaners will tackle the toughest messes on hundreds of surfaces, and its family-safe ingredients ensure that its customers can get the effortless clean they desire without harmful toxins.
My own family uses them and they’re great.
The company offers sustainable, environmentally friendly products for laundry, bathroom, and kitchen, as well as essential oils and gift sets. Plus, the company runs a rapidly growing DTC online marketplace for sellers of such products.
About the Market
Remember when people were oblivious? I grew up in the 1990s — part of a Golden Age of obliviousness when consumers would smoke, drink, eat fast food, and pollute the planet with glee. They simply didn’t know any better.
But now everyone understands that the world is a small place and that our time here is limited. Most reasonable folks now appreciate that our job is to leave the world in better shape than we found it.
And unless you have been living under a rock for the last 20 years, you can appreciate the need for environmental sustainability, ethical sourcing, community engagement, health and wellness, and humanitarian aid to those in need.
My client’s business is about all of these things. Like, they actually walk the talk.
You might not realize it, but there are a TON of dangerous chemicals in your laundry room. I had no idea myself until my wife told me that commonly found cleaning compounds like Sodium Lauryl Sulfate can irritate the skin and eyes, while chlorine bleach is a common respiratory irritant. You can imagine what that does to the environment once it leaves your washing machine.
I’m sure the animals love it in their drinking water!
This is no small problem, either: The U.S. market for cleaning products is $43 billion, or $126 for every man, woman, and child in America. That’s 34¢ per day on chemicals for every … single … one of us.
According to IBIS World research (ask me for this report),
“Household cleaning products are a staple for US families. This segment includes household alkaline dishwashing detergents, soaps, bleaches, hand sanitizers, and hair products. These products are necessary for a healthy household, so the need for these products doesn’t change much during economic downturns. Nor did this segment decline during the COVID-19 pandemic.”
“Successful product development and marketing is critically important for industry success. The push to move to environmentally friendly raw materials has spurred the creation of new and advanced surfactants, with new products battling for placement on the same retail shelves.”
“New products can include either a completely new formula or improvements in existing products. Extending a well-known brand name to a new product can lure shoppers who already use the core brand. Slow growth in the US population means that the development of new products and categories remains important to revenue growth.”
About the Role
It’s important to know that not only is this NOT a turnaround — the firm’s average conversion rate (they have two primary funnels) is already very high. But it can vary between pretty good and amazing. And we’d like you to figure out how to make it amazing ALL the time.
This is a brand new role being created to bring in-house. Previously all of what you read was being managed by an agency.
Below, I’ll break the job-specific stuff down into three areas: 1./ Specific to the marketplace, 2./ Specific to the DTC site, and 3./ Specific to the company and the team. Here goes …
Specific to the Marketplace:
The new platform’s high-minded goal is to aggregate the supply of eco-friendly sellers so that — collectively — they can be a regenerative force for the economy.
By all accounts, the platform offers sellers a better system than Amazon, rewarding customers more and supporting its ecosystem positively — functioning like a decentralized social commerce platform, integrating social media elements like TikTok, Instagram, and Facebook.
Initially, your focus will be on “low-hanging fruit” -type optimizations which will require you to research and develop a deep understanding of the marketplace’s target audience with a proven test-and-learn approach to building this new business.
Your work will have an impact on all things DESIGN (links, buttons, forms, errors, site search, privacy/security), NAVIGATION (persuasion architecture, checkout, UC, CX, help, FAQ) and CONTENT (appearance, editorial, structure, offers, and merch), even though the client has many people who are actually responsible for such things.
You’ll be publishing and distributing hard-hitting analysis, making sure that your findings are understood by anyone whose job depends on them.
Your job is to tease out the insight anyone will need to 1./ bring a dollar in the door in a way that 2./ makes the customer feel better about themselves because of their relationship with the firm’s brands.
Specific to the DTC site:
The client’s DTC site specializes in health and wellness, focusing on refillable non-toxic cleaning products. For now, the brand targets women on health journeys or those avoiding chemicals due to health concerns. And it’s working.
Management believes in a holistic approach to CRO, emphasizing the importance of the integrated, full customer journey rather than just individual, one-off tests. Naturally, we’d prefer a candidate who sees the big picture and can understand the customer psychologically and adjust their strategies accordingly.
But your insight on the DTC will serve a slightly different purpose than it will for the platform: We’ll need you to support and influence the firm’s creative leadership to help it present offers in new ways and target different customer cohorts.
Basically: Fusing creativity, analytics, and purpose in a never-ending quest to convert tire-kickers into buyers. Sounds lofty, but it’s a thing.
Specific to the company and the team …
Your job will be to turn the funnels from BOTH sites into “greased chutes.” To win in this role, you must have strong research, analytical, and creative skills, along with a proven ability to challenge and improve existing methods. This isn’t simply about doing split tests all day.
We’re looking for a competitive, entrepreneurial, growth-oriented A-player who can navigate obstacles and innovate. You’ll be working with UX/UI designers, funnel builders, et al, and we’d like you to travel occasionally for team events. Nothing major.
BOTTOM LINE: This will be the first hire of the client’s CRO team. YOU will be the corner stone of this function. As such, you must bring a hands-on, in-the-weeds approach to the CRO discipline, being both strategic and tactical.
Day One, you’ll be building the road map BY YOURSELF. There are many things you’ll need to do and build from the ground up. Some of those things were started by the previous agency, but this is your chance to take over where they left off.
Simply put, there’s a ton of opportunity here. As such, we are looking for a proven CRO leader. You MUST have been success in this type of position before.
You won’t believe how much we know about this search …
I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …
- The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
- The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
- What your average day/week will look like in this role. There’s what you read in the standard ecommerce job posting … then there’s reality. We’ve got the reality.
- The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
- The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.
I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.
Key Responsibilities:
- Fully optimize all stages of the customer journey from first impression through to their eventual advocacy
- Develop and implement comprehensive CRO strategies to improve conversion rates across all digital channels
- Identify new avatars and offers that allow the companies to grow and scale
- Rigorously analyze customer data and behavior to identify opportunities for improvement
- Conduct A/B testing and other experiments to optimize website and campaign performance
- Collaborate with cross-functional teams to ensure a seamless customer experience
- Monitor and analyze key performance metrics to measure the success of CRO efforts
- Lead by example, demonstrating best practices and hands-on support
- Share insights and experience with the team to foster a culture of continuous improvement
- Maintain a running list of creative ideas and strategies to enhance conversion rates
- Ensure all CRO activities align with overall business objectives and goals
- Provide training and support to team members on CRO best practices and methodologies
Problem Solving and Optimization:
- Analyze performance data to identify trends, gaps, and opportunities for improvement
- Develop and test innovative solutions to optimize conversion rates
- Provide strategic direction and support to the marketing team
- Implement data-driven strategies to enhance customer engagement and conversions
Safety Responsibilities:
- Ensure all CRO activities adhere to company policies and standards
- Participate in safety training and awareness programs as needed
- Report any safety concerns or incidents to the supervisor
Basic Qualifications:
- 5+ years of experience in conversion rate optimization
- Managed full CRO pipeline for a company doing over $100M in annualized revenue
- Proven track record of developing and executing successful CRO strategies
- Strong analytical skills and experience with performance data analysis
- Excellent communication and relationship-building skills
- Highly organized with strong time management skills
- Ability to thrive in a fast-paced, results-driven environment
Physical Requirements:
- Ability to work in an office environment
- Manual dexterity for handling tools and equipment related to data analysis
- Ability to sit and work at a computer for extended periods
Occasional travel may be required
