Puffy
CRO Content Manager, AI-First (On-site in Dubai)
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Role Overview
Puffy, a market-leading, nine-figure D2C brand and Top 5 US mattress brand with over $1Billion in sales, is hiring a CRO Content Manager, AI-First to own its brand narrative and conversion content strategy across brand voice, PDP and landing-page copy, AI content workflows, and copywriter development, reporting directly to the VP – Digital Experience & Conversion.
This role exists to turn technical product features, customer concerns, and complex briefs into persuasive buying arguments, building a repeatable content system that improves quality, delivery speed, and commercial impact while helping your CRO Copywriter deliver independently.
The Problems You'll Own
Primary
Make a bold brand believable. Customers buy a high-consideration product online, often without trying it. Your content must resolve purchase concerns and make confident claims credible through relevant evidence and a clear buying argument for a US audience familiar with mattress marketing.
Secondary
Turn content instinct into compounding evidence. Build a repeatable content system that helps the team deliver better work with less rework. Make hypotheses explicit before testing and use supported findings to improve subsequent content.
The Career Accelerator
This is not a role where you fill in someone else's brief or report on campaigns after they've run.
The scope is scarce: you combine customer research, brand voice, conversion copy, and AI workflow development in one hands-on role, with PDPs and landing pages as your first priority. You report directly to the VP – Digital Experience & Conversion and work with CRO and Design to turn content hypotheses into testable work.
Your first 12 months: build a research base on customer concerns, purchase motivations, competitors, and approved product claims. Turn those insights into messaging angles, PDP and landing-page copy, and creative briefs with clear hypotheses and supporting evidence. Build reusable AI workflows and review standards, checking outputs for accuracy, substantiation, and brand voice. Work with CRO on copy variants, interpret results together, and apply supported findings to the next round of content. Refine the messaging framework and workflows to improve quality and turnaround while reducing avoidable rework.
What Is In It For You
This isn't just another content role. This is your chance to shape how customers understand, trust, and choose Puffy through content that turns insight into a persuasive buying argument.
1. Own the Message and the System Behind It
Set the content strategy, build the workflows, and remain accountable for the words that ship. Own brand voice, message hierarchy, supporting evidence, and conversion copy. Decide what to emphasise and what to omit, and provide email and social teams with brand standards, messaging, copy, and briefs; channel owners retain planning, deployment, and performance management. Agree priorities and success measures with your manager. Check factual accuracy, substantiation, reasoning, and brand voice before publication, and define when further or legal review is required. CRO owns test design, implementation, statistical analysis, and the determination of results; Design owns visual execution and interaction design.
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2. Join a High-Performance Organization and Partner with the 1%
🏆 Puffy: Top 5 Mattress Brand in US with Over $1Billion USD in Sales
🌍 Great Place to Work Certified
💡 Work directly with Forbes Council Member CEO. Your vision is the company's vision.
Gain firsthand exposure to strategic decisions and high-velocity execution that drives a global brand
3. Experience a World-Class Lifestyle
Dubai offers a tax-free salary, world-class infrastructure, year-round sunshine, and a global lifestyle that most professionals only experience later in their careers.
4. Strengthen Your Conversion Content Expertise
Build a body of work that connects editorial judgment to commercial evidence. When the team decides what message to test, your customer insight, buying argument, and supporting proof inform that decision. Develop a repeatable content system and the ability to explain what the results establish, including when findings are inconclusive. Puffy has been AI-First since December 2023, so you can build that judgment with an AI-native toolbox supporting your research, production, and validation.
What You'll Need
Demonstrated AI workflow capability is the primary hiring gate. Show workflows you personally built and used, the inputs, outputs you improved, verification steps, and resulting gains in quality, speed, or business outcomes. Regular AI use alone is insufficient; candidates without this evidence will not progress. Exceptional conversion copywriting and editorial judgment, supported by work that preserves brand voice, product accuracy, and substantiated claims. Simplifying complex information: demonstrated ability to turn technical product features, customer concerns, and complex briefs into a simple, persuasive buying argument, including explaining what you omitted and why. Proven content impact on business performance, with clear evidence of your personal contribution, measured results, and what those results establish. 6+ years of progressive content strategy and marketing experience, including at least 2 years directly managing and developing content teams. Exceptional ability to translate abstract concepts, leadership mandates, and business goals into concrete creative strategies and execution plans. A sharp analytical mindset with deep expertise in CRO, A/B testing methodologies, and web analytics tools, including prioritising opportunities and interpreting experiment findings with specialists. Ability to build reusable working standards and coach others to deliver independently. Flawless written and verbal English, with hands-on expertise in high-converting copy and high-level strategic documentation. Must be willing to work extended hours and weekends as needed.
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Good-to-Have
D2C e-commerce experience.
Understanding of US consumer psychology and messaging that overcomes purchase skepticism.
Resources Provided
You’ll have access to our latest company-provided AI tools, including ChatGPT and Claude, multiple AI agents, bots, plugins, AI projects, and automations through platforms such as n8n. You’ll also receive the department tools, relevant data, assets and specialist support needed to deliver your work. We expect you to use these resources to automate routine work and deliver high-quality results quickly.
The Puffy DNA
We're restless, perpetually hungry, and fast-paced, driven by an unwavering belief that we can outperform any competitor, regardless of their size.
- Be the Owner: We don't hire employees; we welcome owners. You're accountable for results, not activity.
- Execute with Urgency: We thrive in high-stakes environments by making thoughtful decisions quickly and acting decisively.
- Demand Excellence: We solve the hard problems that others can't, pushing the boundaries of our craft.
- Be AI-First: Daily multi-turn AI conversations challenge your assumptions.
- Go All-In: When the mission demands it, we rally as one team to cross the finish line.
Your Total Compensation & Benefits
Compensation
- Up to AED 45,000/month (tax-free) + monthly performance bonus of up to 10% of base
- Annual salary review every January
- Tax-free income
- Annual return flight allowance to your home country
- Parking allowance (up to AED 7,800 annually)
Health & Protection
- Premium worldwide health coverage (AED 1 Million limit)
- Life insurance & Personal Accident Insurance (24x monthly salary)
Time Off
- 22 working days annual leave + UAE public holidays
Relocation Support (International Hires)
- UAE work visa sponsorship
- International flights & airport transfers
- 14-day 4-star hotel accommodation
Work Environment
- AI-First organization with access to AI-native tool stack
- Premium office environment in Dubai Internet City
- Up to $5,000 annual learning budget for courses and certifications
- International team collaboration, 16+ nationalities in one office. Your assumptions get challenged daily.
Rewards & Recognition
- Eligibility for selection to the Leaders Club, an elite recognition program featuring premium wellness memberships, exclusive networking with senior leadership, and annual leadership retreats
- Eligibility for nomination as 'We Are' Champion of the Month, monthly recognition with gift vouchers and company-wide celebration for exceptional contributions
Other Benefits
- End of Service Gratuity per UAE law
- Puffy product discount up to 50%
Ready to Shape Your Story?
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