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