E-commerce CRO & Retention Manager at Herbal Goodness

Role Summary:

• We are looking for an expert in Conversion Rate Optimization (CRO) and Customer Retention. You will be the mastermind behind our customer lifecycle. Your primary goals are to increase our Shopify store’s conversion rate, boost Average Order Value (AOV), and drive our recurring revenue by building a best-in-class subscription and loyalty program.
• If you love diving into heatmaps, running A/B tests, crafting email/SMS journeys, and building the "Upsell Loop" to transition retail buyers into direct website subscribers, this role is for you.

Key Responsibilities:

Conversion Rate Optimization (CRO):

• A/B Testing & Experimentation: Design, execute, and analyze A/B and multivariate tests across the Shopify site (landing pages, product pages, cart, and checkout) to improve conversion rates.
• User Experience (UX) Analysis: Utilize tools like Hotjar, CrazyEgg, or Microsoft Clarity to analyze user behavior, heatmaps, and session recordings to identify and remove friction points in the buying journey.
• Landing Page Optimization: Build and optimize high-converting landing pages for specific marketing campaigns, product launches, and retail-to-D2C funnels.
• Merchandising & AOV: Implement strategies to increase Average Order Value (AOV) through strategic cross-selling, upselling, and bundling (e.g., "Complete your detox stack").

Customer Retention & LTV:

• Lifecycle Marketing: Own the email and SMS marketing channels (e.g., Klaviyo, Postscript/Attentive). Build and optimize automated flows (Welcome, Abandoned Cart, Win-Back, Post-Purchase Nurture).
• Subscription Growth: Manage and aggressively grow our "Subscribe & Save" program. Optimize the subscriber portal to reduce churn, increase skip/swap flexibility, and maximize Lifetime Value (LTV).
• Loyalty & Rewards: Develop and manage a customer loyalty/VIP program that incentivizes repeat purchases and referrals.
• Omnichannel Migration: Execute strategies to capture retail and Amazon customers and migrate them to our direct-to-consumer website through package inserts, QR codes, and exclusive 4oz "Value Size" digital offers.

Data & Reporting:

• Monitor daily/weekly KPIs: Conversion Rate, AOV, LTV, Churn Rate, Email/SMS Revenue, and Subscription Growth.
• Provide weekly reporting to the leadership team with actionable insights and next steps.

Qualifications:

• Experience: 3–5+ years of experience in E-commerce CRO, Retention, or Lifecycle Marketing, preferably in the health, wellness, or CPG space.
• Platform Mastery: Deep expertise in Shopify and its ecosystem - Google Search Console, Google Analytics, Crazyeggs, etc.
• Tool Proficiency: Hands-on experience with Klaviyo (or similar ESP), SMS platforms, subscription apps (e.g., Recharge, Skio), and testing tools (e.g., CrazyEggs VWO, Optimizely, Google Optimize, Google Analytics 4).
• Analytical Mindset: You make decisions based on data rather than gut feelings. You are highly proficient in Excel/Google Sheets and can translate raw data into clear strategies.
• Customer-Centric: You understand the psychology of the health and wellness buyer and can craft messaging that resonates with their desire for clean, natural living.
• Bonus: Experience with Amazon-to-D2C customer migration strategies.