PetLabCo.
Senior Growth Lead - Conversion Rate & Landing Page Optimization
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Senior Growth Lead — Conversion Rate & Landing Page Optimization
Location: London - Hybrid with three days a week working in our central office near Tower Hill
Reports to: Founder
Type: Full-time
About PetLab Co.
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.
The Role
Great landing pages sit at the intersection of customer psychology, direct-response copy, offer design, paid-media context and disciplined experimentation. This role owns that intersection.
Reporting directly to our founder, you will lead the creation and optimisation of the pages that turn PetLab Co.'s paid traffic into customers. Across landing pages, PDPs, quiz funnels, advertorials and offer pages, you will decide how the story should be told, how the offer should be structured and what should be tested next.
You will partner with paid media to understand the audience and ad angle, work with copy and design to sharpen the experience, and retain ownership of the final commercial outcome.
The work is highly hands-on. You will move from research and hypothesis to page structure, copy direction, build, launch and analysis—then use what you learn to produce the next iteration.
AI is a core part of how we expect this function to operate. You will use it to synthesise customer insight, critique existing pages, develop and refine messaging, create more variants and increase the speed at which strong ideas reach customers.
This role is for someone who combines judgement with execution: someone who can diagnose why a page is underperforming and has the ability to do something about it.
What You'll Do
- Own CVR and AOV across the petlabco.com — product pages, landing pages, quiz funnels, listicles, advertorials, and offer pages
- Build and launch landing pages end-to-end — concept, copy, structure, and build (page builders and/or working with dev), matched to traffic source and ad angle
- Run a continuous testing program — hypothesis backlog, A/B and multivariate tests, post-test analysis, and a documented library of learnings
- 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
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How We'll Measure Success
- Sitewide and page-level conversion rate
- AOV and revenue per session
- Test velocity (tests shipped per month) and win rate
- New page performance vs. control benchmarks
- Speed from insight → live test
Why This Role
- 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
Requirements
What We're Looking For:
- 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
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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
Benefits
- 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
Unfortunately we are not able to offer current or future sponsorship for this position.
Diversity & Inclusion Statement
PetLab Co. is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation, and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!
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