• Own the CRO strategy across the entire post-click journey • Improve conversion rate sitewide and by traffic source • Optimize Revenue Per Visitor (RPV) • Improve Average Order Value (AOV) while maintaining profitability • Optimize contribution margin through smart testing • Develop testing hypotheses based on data • Set up and manage A/B tests • Analyze results and implement improvements • Maintain consistent testing velocity • Report on test performance and learnings • Own the entire post-click funnel • Optimize landing pages and conversion paths • Improve first-purchase offers and upsell funnels • Work with designers to build high-converting pages • Continuously refine funnel performance Key Performance Metrics • Conversion Rate (CR%) • Revenue Per Visitor (RPV) • Average Order Value (AOV) • Contribution Margin • Testing Velocity

• Define and implement growth experiments across the entire funnel — from hypothesis to rollout and evaluation. • Maintain a clear pipeline of experiments based on impact, effort and learning value. • Collaborate closely with design, development and relevant stakeholders to translate testing concepts into high-quality experiments. • Use analytics, user research, competitor analysis and best practices to identify opportunities and derive strong hypotheses. • Share experiment results, insights and learnings transparently with the team and stakeholders to promote alignment and continuous improvement.

• Generate and prioritize hypotheses to improve the conversion and ARPU of our quiz funnels which drive the majority of new user acquisition • Own end-to-end funnel experiments: plan, launch, analyze, and iterate via A/B tests • Develop deep product insight through analytics, user feedback, competitor research, and learning from our experiment history • Support acquisition by building tailored end-to-end experiences for different audiences and traffic sources • Partner closely with design, engineering, analytics, content, and product teams to ship funnel improvements • Continuously translate experiment results into stronger follow-up hypotheses and next tests • Manage users' expectations on their way to a healthier life and create a bridge between marketing and product activities. • Create new, innovative funnel concepts that capture emerging health and fitness trends

• Establish dominance: Conduct deep funnel analysis across all brands. Build AI-powered testing roadmap. Design and ship high-impact experiments within first 30 days. Drive measurable conversion lifts fast. • Build infrastructure: Architect systematic experimentation framework. Implement advanced analytics, predictive models, and personalization engines. Create the testing culture and processes that scale. • Own the numbers: Directly accountable for conversion rate improvements across key funnels. Track, forecast, and report on revenue impact with ruthless clarity. • Scale the machine: Build and lead a world-class CRO team. Expand optimization across full customer journey (ads, landing pages, email, product, retention). Establish this as a compounding competitive advantage. • Multiply revenue: Drive systematic improvements in CAC, conversion rates, and LTV. Make CRO the revenue efficiency engine that funds our mission to help humans live 100 healthy years.