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CRO Manager



United States
Posted on Thursday, April 25, 2024


Firstleaf is transforming the $70B US wine market by empowering consumers to experience wine in a whole new way: theirs!

Firstleaf launched in February 2016, with the vision to be the world’s most customer-centric wine company. We created a flexible direct-to-consumer model combining the roles of winery, importer, and retailer into one vertically integrated company. By eliminating the middleman and dealing directly with the world’s finest wineries, we provide our members with an exclusive selection of world-class wines at significant savings. We source from vineyards around the globe and have our own talented winemakers on staff. Our wines have won over 3,000 awards, including 500+ 90 point scores.

We understand that wine is a complicated and intimidating category to shop, especially if you’re a new wine drinker. We exist to make it easy for consumers to confidently find wines that they will love, not because a fancy sommelier in Bordeaux told them it was good, but because they actually love the way it tastes!

Our custom algorithm uses millions of data points to produce and curate each shipment of award-winning wine from around the world so that members can explore new bottles and discover new favorites tailored to their taste. Founded by Philip James, a wine industry veteran and Oxford-educated chemist, the subscription service unites the art and science of wine. With a wide variety of wines from around the world, we have over 82 million combinations of wines possible and 98% of our monthly boxes are unique. We’re constantly refining wine recommendations based on the ratings of our members, who control which wines they get, how much, and how often.

This process begins with a chemical analysis of all our wines so that we understand at the molecular level what is in each bottle. As a result, after our customers take our quiz and rate 3 bottles, we know exactly what it is that they like or don’t like (level of tannins, acidity, sugar, etc), enabling us to refine their wine profile, recommend additional wines AND make choices on which wines to produce with 96% accuracy!

We have been recognized by Fast Company’s Annual List of the World’s Most Innovative Companies for 2022 and named to Quartz's Best Companies for Remote Workers 2022. Over one million people have tried Firstleaf since our inception and we continue to disrupt an industry that hasn’t changed in nearly a century.


The CRO Manager will oversee the strategy, execution, and optimization of Firstleaf's landing page, working cross-functionally with Product, Design, and Engineering to deliver step-change growth. This individual will also partner closely with Product Managers to optimize key points in shoppers’ end-to-end conversion flow. The Manager will also partner closely with the Product team to enhance the new customer experience and will have opportunities to influence conversion flows within our new mobile app.

This is a new role at Firstleaf with a big opportunity to influence how we present our offering in the marketplace.

This is a fully remote position with travel 1-4 times per year for in-person meetings.


  • Optimize Landing Pages for Growth
    • Lead cross-functional team to conceptualize, test, and optimize high-converting landing pages through a robust testing framework;
    • Develop strategic CRO roadmap grounded in mobile-first optimization opportunities;
    • Articulate hypotheses aligned to key marketing channels, campaigns, and audiences;
    • Orchestrate cross-functional team of Channel Managers, Product, Design, and Engineering to execute the strategic vision;
    • Communicate roadmap and testing calendar to diverse group of stakeholders, leading convos around prioritization and tradeoffs;
    • Develop and socialize best practices around landing page design, copy, and conversion flows with an emphasis on mobile learnings;
    • Evaluate landing page capabilities and recommend new features, functionality, and capabilities;
    • Own relevant platforms and advise on tech stack improvements to achieve CRO growth goals, including vendor evaluations, onboarding, and management as necessary;
    • Manage full landing page URL repository including expiration dates, vanity URLs, and offer codes;
    • Outside of tests, coordinate and execute copy, promo code, and design changes aligned to promotional periods.
  • Support Enhancements to and New Customer Shopping Pathways
    • Partner cross-functionally to simplify new shopper purchase pathways with an emphasis on delivering clear, streamlined purchase options;
    • Partner closely with web Product Manager to conceptualize, plan, and review homepage improvements targeting conversion rate growth;
    • Serve as Acquisition team’s main point of contact to “Intro Flow” Product Managers overseeing the new customer shopping journey, providing strategic, audience-centric recommendations to improve Firstleaf’s purchase flow;
    • Attend meetings, coordinate timelines with Acquisitions campaigns and test priorities, and source input from across the Marketing team;
    • Track and share trends in best-in-class e-comm experiences;
    • Drive alignment between shopping journeys and new product offerings.
  • Data and Reporting
    • Build and maintain dashboards tracking key funnel conversion points and landing page performance over time;
    • Leverage web, landing page, and customer data to identify opportunities for conversion rate optimization;
    • Partner with Analytics to set performance benchmarks and align on KPI tracking methodologies;
    • Regularly present findings to Marketing, Product, and Executive audiences;
    • As needed, leverage and scope customer research to develop and test growth hypotheses.



  • 5+ years CRO experience in a DTC e-commerce environment; experience with subscription-based businesses preferred
  • 3+ years experience testing platforms such as Optimizely
  • 3+ years experience with mobile web optimization
  • Prior experience directly managing at least one digital marketing channel
  • Deep understanding of DTC conversion funnels and consumer shopping paths;
  • Basic HTML and Javascript coding;
  • Proven track record of developing CRO roadmaps, implementing tests, and meeting or exceeding business goals;
  • Demonstrated test-and-learn discipline with knowledge of various testing methodologies (e.g., A/B, multivariate);
  • Demonstrated ability to prioritize opportunities and pivot approaches as needed.
  • Eligible to work in the United States


  • Ability to do light landing paging coding;
  • Experience optimizing in-app shopping experiences;
  • Prior experience with Amplitude and Tableau.

This role will ultimately increase Firstleaf wine club membership by more efficiently converting prospects. So, this individual will work closely with Marketing Channel Managers to understand paid channel dynamics, translating opportunities into CRO initiatives. This individual must also be highly motivated, extremely KPI-driven, expert in test principles and design, and have outstanding knowledge of high-impact customer experiences.


Salary: $110k - $130k /year dependent on relevant experience.

Working with the world's best wine company isn't enough? Seriously though, we offer remote work and unlimited PTO. We offer a competitive compensation package and stock options grants, plus choices with medical, dental, and vision coverage, as well as flexible spending accounts, life insurance, 401(k), employee assistance program, and discounted pet insurance. And to top it off: a monthly wine credit with our wine club!

Firstleaf is proud to be an Equal Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Firstleaf is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process.