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CRO & Customer Acquisition Specialist
Role Summary
The CRO & Acquisition Specialist drives full-funnel customer growth, from brand awareness through first purchase, across e-commerce and physical stores. This role partners closely with the Performance Marketing team to optimize the customer journey from discovery through conversion, leveraging data-driven insights, experimentation, and on-site optimization to improve new customer acquisition and conversion both online and offline.
This is a hands-on, execution-focused role operating in a fast-paced, promotional retail environment, with a strong emphasis on testing, analytics, and continuous optimization.
Key Responsibilities
Conversion Rate Optimization (CRO) & Experimentation

• Own and execute a CRO testing roadmap focused on improving conversion rate (CVR), average order value (AOV), and revenue per visitor.

• Identify optimization opportunities across the homepage, PLPs, PDPs, cart, and checkout using analytics, user behavior, and UX best practices.

• Independently build, launch, and manage A/B tests using Shopify Plus capabilities and approved CRO tools and apps.

• Execute tests including messaging, layout changes, CTAs, merchandising modules, badges, and trust signals.

• Partner with internal development resources on complex experiments requiring custom code or advanced theme changes.

• QA all tests prior to launch and monitor live experiments to ensure accurate execution.

• Analyze test results using proper statistical significance and testing best practices to deliver actionable insights and avoid false positives.

• Document learnings and translating results into scalable site improvements.

• Execute demand generation initiatives focused on reaching new audiences and driving first-time purchases across digital and physical touchpoints.

• Support seasonal launches, product drops, and promotions with acquisition-led activation plans.

• Research, test, and launch new acquisition channels including influencers, affiliates, partnerships, collaborations, and emerging platforms.

• Manage end-to-end acquisition initiatives including setup, targeting, creative briefing, launch, optimization, and reporting.

• Develop and execute store traffic drivers such as local marketing initiatives, in-store events, collaborations, and geo-targeted campaigns.

• Support store opening marketing plans, including pre-launch awareness, launch-day activation, and post-opening acquisition campaigns.

• Establish and track KPIs including new customer conversion rate, customer acquisition cost (CAC), incremental lift, revenue impact, and foot traffic performance.

• Monitor performance trends across CRO and acquisition initiatives and provide regular reporting to stakeholders.

• Use insights from GA4, Shopify Analytics, and testing platforms to continuously refine testing priorities and acquisition strategies.

• Partner closely with Ecommerce, Performance Marketing, Creative, Brand, CRM, and Development teams to align optimization and acquisition efforts.

• Collaborate with creative teams to ensure test concepts and acquisition campaigns align with brand standards and performance goals.

• 3-6 years of experience in CRO, growth marketing, acquisition, or demand generation, preferably in fashion, retail, or DTC.

• Hands-on experience executing A/B tests on Shopify Plus.

• Strong working knowledge of analytics and testing tools (GA4, Shopify Analytics, CRO platforms).

• Proven ability to independently execute standard CRO tests with limited developer support.

• Experience launching acquisition initiatives beyond core paid search and paid social.

• Strong analytical, problem-solving, and organizational skills.

• Ability to thrive in a fast-paced, trend-driven environment with frequent launches and shifting priorities.

• Experience in fast-fashion, omnichannel retail, or DTC apparel.

• Exposure to influencer, affiliate, partnership, or local marketing programs.

• Understanding of how brand and performance marketing work together to drive full-funnel growth.

• Agency or client-based experience.