CRO Lead at Fella & Delilah (Remote, $50k-$80k/yr inc equity)

About Fella & Delilah

Fella & Delilah is the direct-to-patient clinic for busy working families in Middle America to get to a healthier weight.

Fella is optimized for busy bigger guys who want a no-nonsense solution to getting healthier. Delilah is built for strong women in their prime who want a sustainable solution to feel their best.

We use affordable, effective weight loss medication to solve our customers’ most pressing healthcare need, then aim to remain their core healthcare provider for the rest of their life — expanding to hormonal health, mental health, longevity, and primary care.

Our mission is to accelerate the global take-up of GLP-1s among busy, working families to solve obesity worldwide. From this, we’ll become the world’s leading consumer healthcare brand.

We’ve grown >1000x since Aug 2021, >200x since Aug 2022, >20x since Aug 2023. We’ve just surpassed $30M ARR. As a company, we’ve been cashflow positive for the last 18mo.

Almost all of this has so far been through Fella. Delilah is still very new and your job is to make her soar.

We’re a young startup and we’re just getting started. This is still Day 1 and all our work is ahead of us.

You can read more about working at Fella & Delilah here: Working at Fella & Delilah

The opportunity as CRO Lead

As Conversion Rate Optimization (CRO) Lead at Fella & Delilah, you'll be a key strategic leader working directly with the Growth, Engineering, and Design teams to define and execute our comprehensive CRO strategy. Your expertise will be crucial in transforming our conversion optimization program from tactical improvements to strategic initiatives that drive substantial business growth.

You'll begin by conducting in-depth funnel analysis and developing a data-driven optimization roadmap. Using your extensive experience in experimentation and user behavior analysis, you'll identify high-impact opportunities across our digital touchpoints.

You'll lead the design and implementation of sophisticated A/B and multivariate tests, leveraging your technical expertise, strategic insight, and proven track record of driving significant conversion improvements.

As you build and lead your team, you'll establish best practices, testing frameworks, and processes that scale our optimization efforts.

This is a full-time remote role.

You'll report directly to our Head of Growth (Dave Lane), as well as work closely with our Lead Designer (Marjoe Bacus) & CEO (Richie Cartwright).

Key Responsibilities

• Straight away

  • Optimize core conversions

    1. Audit: Lead comprehensive funnel analysis across all digital touchpoints to identify major growth opportunities.

    2. Design: Create high-fidelity wireframes and interactive prototypes in Figma, translating data insights into innovative user experiences.

    3. Test: Design and execute sophisticated A/B and multivariate testing program. Build testing frameworks and documentation standards.

    4. Analyze: Drive data-driven decisions through rigorous analysis, revenue forecasting, and clear implementation recommendations.

  • Refine analytics & reporting - Architect robust tracking infrastructure, testing pipelines, and executive dashboards that demonstrate program ROI and strategic insights.

• In the near future

  • Scale Optimization Program - Lead and mentor a high-performing CRO team while expanding testing across the full customer journey: ads, email, and product flows. Drive significant improvements in core KPIs including CAC & LTV.

Need to Have

• Testing Leadership: 5+ years leading sophisticated CRO programs with demonstrated track record of significant conversion rate improvements.

• Design & Prototyping Excellence: Advanced proficiency with Figma, creating detailed wireframes and interactive prototypes that effectively communicate test concepts and user flows.

• Technical Mastery: Deep expertise in implementing complex A/B and multivariate tests. Advanced knowledge of analytics tools, statistical methods, and test configurations.

• Strategic Vision: Demonstrated success in developing and executing comprehensive CRO strategies that align with business objectives.

• Team Leadership: Experience building and leading high-performing CRO teams. Proven ability to mentor team members, establish processes, and drive results through cross-functional collaboration.

Nice to Have

• Full Funnel Expertise: Proven success optimizing complex, multi-channel funnels from awareness through retention.

• Communication Excellence: Skilled at presenting complex data through compelling narratives and visualization.

• Program Innovation: Track record of developing innovative testing methodologies and frameworks.

• P&L Ownership: Experience managing CRO program budgets and demonstrating clear ROI.

• Adaptability: Thrives in ambiguous environments, effectively prioritizing opportunities and pivoting strategies as needed.

Our cultural standards

These are the core cultural standards to which we hold ourselves & our team-members at Fella:

• Belief in the mission: We will have served 10 million patients by the end of 2028 and we transform the life of most patients who join.

• Unwavering integrity: We are at the frontier, so we often live in ambiguity with no trodden path. When we can’t look to others for guidance, we must maintain impeccable ethics and unwavering integrity.

• Only the paranoid survive: Bad sh*t is coming. By joining us, you’re choosing to sail straight towards the storms with unhesitating conviction.

• Your life’s work: This will be your most challenging, most rewarding role of your life.

• If we’re average we fail: We are only interested in “insanely great” execution.

• Commitment to candor: We expect full transparency from you.

• A maniacal sense of urgency: Speed is critical and we need things done yesterday.

• Enduring frugality: We are frugal. We hate being wasteful.

• Bulldozing barriers: We truly believe the world is malleable and we shape it.

• Keep your head down: We’re boring people doing exciting work.

• The power of focus: Know your One Thing, and nail it.

Compensation & Benefits

• Compensation: $50k-$80k/yr inc equity

• Healthcare: comprehensive medical insurance (if appropriate)

• Vacation: PTO with a yearly minimum (≥2wks/yr + local national holidays)

• Remote: our team is fully distributed across the world and functions fully remotely

• Personal development: budget for books, courses, coaching

• Personal wellness: budget for gym, health apps

• Coaching: free biweekly health coaching

• Equipment: Macbook & work-from-home equipment provided as needed