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TLF’s CRO / UX / UI Front-End Specialist will play a critical role in owning and optimizing the full digital customer experience across TLFapparel.com and TLF’s custom app ecosystem. Leveraging expertise across front-end development, Shopify headless architecture, CRO strategy, and UX/UI design, this role is responsible for driving revenue growth through continuous optimization of the customer journey, site performance, and merchandising strategy.
This individual will work within a headless Shopify environment (React-based) and collaborate closely with the e-commerce manager, marketing, design, and operations teams to develop and execute strategies that improve conversion rate, increase revenue per session, and enhance overall site performance.

Roles & Responsibilities (Including but not limited to the below):

· Own the end-to-end ecommerce experience, CRO strategy, and website performance, driving revenue growth through optimization of UX, merchandising, product data, and customer journey across all digital touchpoints.

· Lead and execute the full product upload and launch process in Shopify, including product creation, description uploads, SKU/barcode updates, SRP and pricing validation, tag cleanup and structure, color swatches, image compression (WEBP) and CDN uploads, size charts, meta fields and attributes, and final QA, ensuring all products are accurate, optimized, and pushed live across all sales channels. Manage Complete the Look, related products, UGC video uploads, and GIF creation, ensuring PDPs are fully merchandised and optimized for conversion.

· Own final product launch execution, ensuring accuracy across all elements (data, visuals, merchandising, channels)

· Own deployment and release processes, including managing staging and production environments, conducting QA, and ensuring smooth, error-free releases for all site updates, tests, and product launches.

· Own collection creation and merchandising strategy, including building collections, managing Kimonix rules (sorting, pinning, grouping matching sets, handling OOS items), and continuously optimizing product hierarchy and assortment to improve AOV, RPS, and conversion.

· Lead UI/UX strategy and website layout optimization, defining structure and improvements across homepage, PDP, collection pages, navigation, and cart to improve usability, product discovery, and conversion.

• Collaborate with the e-commerce manager to develop CRO strategies to enhance user experience and drive conversions.

Site Updates & CRO & A/B Testing:

· Define and execute the CRO and A/B testing roadmap, including maintaining the Figma roadmap, building tests in Convert, defining KPIs (CVR, AOV, CTR, ATC), tracking results via scorecards, and implementing winning variations.

· CRO Focus (The Goal): Using data, psychology, and A/B testing to increase the percentage of visitors who take a specific action (e.g., buying a product, signing up).

· Own technical SEO implementation, including site structure, metadata, indexing, schema markup, and page performance optimization to support organic traffic growth.

· Continuously design and propose new initiatives, components, and features aimed at improving conversion rate, including building detailed Figma designs and leveraging tools such as AI builders to accelerate ideation and development.

· UX/UI Focus (The Method): Designing the interface (UI) and user journey (UX) to be intuitive and engaging.

· Hands-on Design & Analysis: Prototyping in tools like Figma, analyzing heatmaps, and running user tests.

· Stakeholder Management: Communicating results and research findings to upper management or clients.

Shopify Store Management & Product Operations:

· Develop, maintain, and optimize TLF’s headless Shopify storefront using React (React Router), ensuring scalable, high-performance front-end architecture. Translate Figma designs into clean, production-ready code, build reusable component systems, and continuously improve development efficiency to support rapid testing, iteration, and deployment of new features and experiences.

· Tech Stack Ownership: Continuously audit and optimize all tools and applications to ensure proper configuration, eliminate redundancy, and maximize performance and ROI.

· Work with Shopify Storefront and Admin APIs and manage integrations with platforms such as Klaviyo, Okendo, Algolia, and A/B testing tools, ensuring seamless functionality and data flow across systems.

· Build new components and innovative experiences using AI-driven tools and collaborate with developers to implement them, ensuring scalability, performance, and alignment with CRO goals.

• Conduct heatmap, scroll map, and session recording analysis, alongside collection-level revenue and performance analysis (RPS, CTR, CVR, product interaction) to identify user behavior patterns, friction points, and opportunities for optimization
• Use behavioral data and revenue insights to drive decisions across merchandising, layout, CRO strategy, and feature development
• Act as a hybrid lead who ensures that all front-end development and design decisions are not only visually compelling but also optimized for performance, scalability, and revenue generation. Bridge the gap between design, development, and business strategy.

· Collaborate closely with web development to translate business needs into technical requirements, guide implementation and updates.

· Work directly with web developers to maintain, optimize and fully leverage all third-party apps and integrations, ensuring tools are correctly configured, aligned with business needs, and used to their full potential.

· Collaborate with the graphic design team, providing direction on layouts, structure, and required assets, and assisting with sourcing, adapting, and optimizing UGC and visual content for site use.

• Build and oversee Shopify Flow automation logic for product data.

Performance & Optimization:

· Own mobile-first optimization strategy, ensuring seamless performance and user experience across all mobile devices, which represent the majority of traffic.

· Define and optimize upsell cross-sell, and personalization strategies, improving AOV and customer experience.

· Monitor and analyze site performance metrics, identify trends, diagnose issues, and implement data-driven solutions.

· Ensure data consistency and feed optimization across all platforms, including Shopify, TikTok Shop, Meta, Google Merchant, and other channels.

· Manage Shop App and Meta Shop updates, including collection of visuals, promotions, and visual alignment across platforms.

· Own prioritization and roadmap planning for the web team, aligning CRO initiatives, development resources, audits, and business priorities, while ensuring all website operations, launches, systems, and optimizations are aligned, scalable, and performing at a high level.

· Mentor and support junior members, providing guidance on workflows, CRO thinking, product setup, and best practices to ensure consistency and scalability across the team.

· Lead website initiatives and strategic projects, driving new features, improvements, and innovations that enhance conversion, user experience, and overall business performance.

• Track, analyze, and report on key performance indicators (KPIs) and conversion metrics.
• Stay up-to-date with the latest CRO trends, tools, and best practices.

QUALIFICATIONS / SKILLS / REQUIREMENTS:

We are seeking someone who thrives in a fast-paced, execution-driven environment, with the ability to iterate quickly, meet tight deadlines, and consistently deliver across frequent product launches, campaigns, and site updates.

Required Experience:

• Bachelor’s Degree in Marketing or Computer Science, Design, or a related field.
• 3+ years of professional experience, in D2C ecommerce
• 3+ years of professional experience in onsite / app events and off-site events to track all needed data to make informed decisions
• 3+ years of professional experience, in setting up and optimizing onsite / app events and off-site events to track all needed data to make informed decisions
• 3+ years of professional experience, Conversion Funnel Optimization, analysis, multivariant testing and funnel optimization
• 3+ years of professional experience, using Figma
• 3+ years of professional experience, Strong proficiency of HTML5, CSS3, and modern JavaScript (ES6+)
• 3+ years of professional experience, Ability to translate design mockups (Figma) into functional code
• 3+ years of professional experience, Extremely proficient in Google Lighthouse
• 3+ years of professional experience, Extremely proficient PageSpeed Insights
• 3+ years of professional experience, Extremely proficient Google Search Console
• 3+ years of professional experience, Extremely proficient Screaming Frog (or similar app)
• 3+ years of professional experience, Extremely proficient SEMrush (or similar app)
• 3+ years of professional experience, Extremely proficient Heatmaps (or similar app)
• 3+ years of professional experience, Extremely proficient GA4
• 3+ years of professional experience, Extremely proficient GTM (Google Tag Manager)
• 1 - 2+ year experience using Shopify functions and flows
• High proficiency in FIGMA and Photoshop.
• Proficiency in visual merchandising rules.