Director of Conversion Rate Optimization (CRO)

Director of Conversion Rate Optimization (CRO)
Department: Marketing
Company: Truly Free, Inc.
Location: Remote
Compensation: $120,000–$150,000 base + performance incentives
Reports to: VP of Marketing / CMO

Company Overview

Truly Free is a fast-growing, mission-driven DTC health and wellness brand redefining what “clean” means—scientifically, environmentally, and experientially. Our non-toxic, eco-friendly cleaning products are designed to improve human health and protect the planet.

We believe conversion is a human experience problem, not just a traffic problem. Every click, scroll, and subscription decision should feel intuitive, trust-building, and purposeful. That philosophy sits at the center of this role.

Position Summary

We are seeking a world-class Director of Conversion Rate Optimization to own and evolve the end-to-end digital experience across TrulyFreeHome.com and our subscription ecosystem.

This role sits at the intersection of direct-response design, UX strategy, behavioral psychology, and data-driven experimentation. You will lead conversion strategy across acquisition, onboarding, subscription management, and retention—driving measurable lifts in conversion rate, AOV, LTV, and churn reduction.
You are not just designing interfaces—you are designing decisions.

This role will also lead the website rebrand and experience modernization, ensuring the visual system, messaging hierarchy, and UX architecture align with brand trust, clarity, and performance.

What You’ll Own:

Conversion Strategy & Optimization

• Architect and optimize high-converting user journeys across PDPs, funnels, checkout, onboarding, and subscription flows
• Apply direct response design principles to drive conversion, reduce friction, and increase lifetime value
• Identify, prioritize, and execute CRO experiments across acquisition, retention, and upsell paths
• Translate behavioral insights and data into conversion-driven design decisions

UX/UI Vision & Leadership

• Own the UX/UI vision and roadmap across:
  • Ecommerce website
  • Landing pages and funnels
  • Customer portal and subscription management
  • Mobile experiences
• Ensure every experience balances brand trust, speed, clarity, and persuasion

Website Rebrand & Experience Redesign

• Lead a comprehensive website rebrand and UX overhaul
• Ensure brand consistency, accessibility, and usability best practices
• Modernize design while protecting conversion performance during transition

Design Systems & Scalability

• Build and maintain a scalable, performance-oriented design system
• Enable rapid experimentation without breaking consistency
• Partner with engineering to ensure clean handoff and implementation

Research, Testing & Validation

• Conduct and oversee:
  • User research (qualitative & quantitative)
  • Usability testing
  • A/B and multivariate testing
• Use insights—not opinions—to drive decisions

Cross-Functional Collaboration

• Partner closely with:
  • Marketing (growth, lifecycle, paid media)
  • Engineering & product
  • Brand and content teams
• Align UX decisions with core business KPIs

Team Leadership & Mentorship

• Hire, manage, and mentor UX/UI designers
• Build a culture of experimentation, accountability, and user advocacy

Required Qualifications

• 5+ years in UX/UI, CRO, product design, or human experience design
• Proven success in high-conversion DTC ecommerce and subscription businesses
• Deep expertise in direct response design
• Demonstrated impact on KPIs such as:
  • Conversion rate
  • Bounce rate
  • Retention and churn
  • LTV and AOV
• Experience leading major website redesigns or rebrands
• Strong command of design systems, responsive design, and accessibility
• Advanced proficiency in Figma (Sketch / Adobe CC also acceptable)
• Experience running and interpreting CRO experiments
• Exceptional communication and leadership skills

Portfolio Requirement (Non-Negotiable)
Candidates must submit a portfolio demonstrating:

• Clear calls-to-action
• Conversion-focused design decisions
• Subscription and retention optimization
• Rebranding or major UX transformations
• Measurable outcomes (before/after metrics preferred)

We are looking for proof of performance, not just aesthetics.

Preferred Experience

• Health & wellness or regulated consumer brands
• Experience with CRO platforms (Optimizely, VWO, Google Optimize, etc.)
• Working knowledge of HTML/CSS and collaboration with frontend teams
• Familiarity with behavioral psychology, persuasion, and decision design

What We Offer

• A mission-driven company improving human and environmental health
• Competitive compensation with performance upside
• Health, dental, and vision insurance
• Flexible PTO and fully remote work
• Executive-level ownership and real impact
• The opportunity to define the digital experience of a category-leading DTC brand