Resources

• ‣
• Scorecard for Organic Growth Lead // November 9 2023
• Scorecard for Sales Rep (US-based) // Dec 20 2023
• Scorecard for Head of Creative // Jan 11th 2024
• https://themanagershandbook.com/hiring-and-onboarding/role-proposal#the-proposal
  • Example from Clearbit
• Example from https://whothebook.com/smarttools-for-leaders/
  • Scorecard: https://geoffsmart.com/wp-content/uploads/2016/03/Scorecard-Tool-v2016.01.14-1.docx

Scorecard

Mission for CRO Lead

As Conversion Rate Optimization (CRO) Lead at Fella Health, you’ll work closely with our Head of Growth, CEO, and design team to shape the vision and execution of our CRO work to improve on-site conversion.

You’ll start by auditing funnels, analytics, landing pages, and campaigns - identifying opportunities to implement page enhancements that drive performance breakthroughs. You'll own the execution of high-impact A/B and multivariate tests through your technical knowledge and analytical rigor.

Over time, you’ll become the optimization expert across the company - planning and launching whole new customer journeys that will make big improvements to our Lead > Sale conversion rate.

Outcomes

• Straight away
  • Optimize core conversions
    1. Audit: Audit site analytics to identify the biggest conversion rate opportunities across funnels. Establish an optimization roadmap.
    2. Test: Run A/B and multivariate tests improving page layouts, copy, calls to action, etc to lift conversion rates.
    3. Analyze: Analyze results, quantify lifts, and work cross-functionally to implement winning variants across the site.
  • Refine analytics & reporting - Enhance tracking to address data gaps. Build testing pipelines, dashboards, and reports showing optimization insights and opportunities to the team.
• In the near future
  • Expand the scope of tests - Move beyond the site to optimize the full customer journey: ads, email, and product flows. You’ll discover & test new conversion rate opportunities that influence core KPIs e.g. CAC & LTV.

Need to have

• Testing expertise: 5+ years designing and implementing optimization tests that lift conversion rates. Strong grasp of statistics and analytics.
• Technical acumen: Can build A/B and redirect tests directly via web platforms and tools. Comfortable troubleshooting implementation issues.
• Creativity: Unique ability to identify and prioritize enhancement opportunities others may overlook.
• Cross-functional: Proven history of working collaboratively with Product, Marketing, Engineering to get shit done.

Nice to have

• Full funnel perspective: Experience optimizing across awareness, acquisition, conversion, and retention phases.
• Persuasive communicator: Creative storyteller, excelling at conveying complex data analyses through compelling reporting and presentations.
• Scrappiness: Thrives under ambiguity. Skilled at distilling signals from noise and pivoting smoothly amidst uncertainty.
• Leadership: Eager to manage an in-house or agency optimization team. Natural mentoring abilities.