Growth Lead - Conversion Rate & Landing Page Optimization

Petlab Co.; Greater London; On-site; GBP 70,000 - 100,000; Full time

Benefits offered by this job

Private health care

Annual leave 28 days

Puppy therapy

Dogs welcome in office

Life assurance

Pension

EV scheme

Job summary

PetLab Co. is seeking a seasoned CRO leader to optimize direct-to-consumer growth. You will own experiments across landing pages, copy, and offers, using AI and data to lift CVR and AOV at scale.

Collaboration with paid social and fast-paced testing are core to the role. You’ll partner with the founder and a performance marketing stack to push rapid iteration, with a focus on AI-enabled creative production and data-driven decision making.

Qualifications

• 5+ years in DTC growth/CRO, ideally in supplements, health/wellness, beauty, or another high-velocity consumer category.
• Track record of measurably lifting CVR and AOV at scale with documented tests and results.
• Hands-on landing page building experience with page builders and custom builds.

Responsibilities

• Drive AOV through offer architecture: bundles, subscriptions vs. one-time framing, upsells, cross-sells and pricing/anchoring tests.
• Direct conversion copy with AI and internal copy team; brief, edit, and sharpen copy to maximize performance.
• Collaborate with paid social to ensure pages are built for ads driving traffic, not in a vacuum.
• Own the numbers; report clearly on what works, what doesn’t, and next steps.

Skills

DTC growth

CRO

AI fluency

Landing page optimization

Copywriting judgement

Tools

Replo

Unbounce

Shogun

Webflow

Funnelish

Job description

PetLab Co. is one of the fastest-growing DTC pet supplement brands in the world. We sell science-backed supplements and treats that millions of dog owners trust, powered by a performance marketing engine spending at serious scale across paid social and beyond. We move fast, test constantly, and are aggressively integrating AI across our entire growth stack. Our team is vibrant, fast-moving, and customer-driven where high-performers are valued and rewarded. And it is the ideal place for an ambitious, hardworking, animal lover who wants to progress their career rapidly.

• Fix message-match - ensure the story a visitor clicks on is the story the page tells, segmented by traffic type (pre-sold vs. curiosity/tease, cold vs. retargeting)
• Drive AOV through offer architecture: bundles, subscription vs. one-time framing, upsells, cross-sells, order bumps, and pricing/anchoring tests
• Direct conversion copy - work with AI and our internal copy team to produce headlines, leads, body, CTAs, social proof, and objection handling. You don't need to write every word, but you need to instantly know when copy will convert and when it won't - and be able to brief, edit, and sharpen it to get there
• Use AI as a force multiplier - AI-assisted copy generation and iteration, AI-driven page teardowns and heuristic audits, rapid variant creation, research synthesis, and prompt workflows that let you test 10x more angles than a traditional CRO team
• Collaborate with paid social so pages are built for the ads driving traffic to them, not in a vacuum
• Report clearly - you'll own the numbers and communicate what's working, what isn't, and what's next, Real ownership of a metric that directly moves the P&L at a brand doing serious volume
• Budget and traffic to test at a pace most CRO people never get access to
• Report directly to the founder - zero layers between you and the person who signs off on tests, budget, and direction
• A founder-led team that's all-in on AI - you'll be encouraged (and expected) to push the frontier of AI-driven growth work, not fight for permission to use it
• 5+ years in DTC growth/CRO, ideally in supplements, health/wellness, beauty, or another high-velocity consumer category
• A track record of measurably lifting CVR and AOV at scale - you can walk us through specific tests, the thinking behind them, and the results
• Hands-on landing page building experience (Replo, Unbounce, Shogun, Webflow, Funnelish, custom builds - tool-agnostic, but you build)
• Deep knowledge of what makes copy convert - direct-response principles, hooks, angles, offer framing, objection handling. You'll direct copy rather than write everything yourself (you'll have AI and an internal copy team), but your judgment on copy needs to be elite: you can look at a page and know exactly why it's leaking and how to fix it
• Genuine, current AI fluency - you use tools like Claude, ChatGPT, or similar daily in your actual workflow: generating and iterating copy variants, auditing pages, synthesizing customer research, building prompt systems. This is a core requirement, not a nice-to-have. If AI hasn't changed how you work in the last 18 months, this isn't the role for you
• Solid analytical chops - GA4 or equivalent, A/B testing platforms, statistical significance basics, session recording/heatmap tools (Hotjar, Clarity, etc.)
• Deep understanding of paid social traffic dynamics - you know why a page that converts Facebook cold traffic dies with retargeting traffic, and vice versa

Nice to have:

• Experience with quiz funnels and personalization
• Shopify ecosystem experience (themes, apps, checkout optimization, headless)
• Subscription/recurring revenue model experience
• Experience using AI for creative production (image/video variants for page assets)
• Familiarity with agentic AI workflows (Claude Code or similar) for building and iterating pages faster

Private Health Care through Vitality

• Generous Annual Leave - 28 days + public and bank holidays
• Help@Hand - Employee Assistance Programme
• Royal London Pension Scheme - We offer a workplace pension scheme with one of the UK's leading providers of group pensions. With an employer contribution of 5%!
• Enhanced Maternity / Paternity / Adoption Leave - because time with new family members is important!
• Nursery Salary Sacrifice Scheme
• Generous Learning and development budget - We always want you to keep learning.
• Puppy Therapy - working in partnership with Paws in Work to provide a boost of oxytocin once a year.
• Free breakfast, fruits and snacks - refuel and revitalise with free munchies in the office.
• Working Environment - dogs are welcome!
• Life Assurance - In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary.
• Discount Vouchers & Gym Memberships - get discounts at a whole range of retailers and gym memberships through our provider, WellHub.
• Electric Vehicle Scheme - Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance.
• Give Back Day - An extra day off in the year to volunteer plus a £50 contribution to your chosen charity.
• Health Cash Benefit - We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental