CRO Content Manager, AI-First

Responsibilities

• Own the brand voice and conversion content engine for a $1Billion+ e-commerce brand. Build AI workflows that help your team produce stronger content, faster, and make a bold brand believable at the moment of purchase.
• Own the 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Requirements

• 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.

Preferred

• D2C e-commerce experience.
• Understanding of US consumer psychology and messaging that overcomes purchase skepticism.

Benefits

• Comprehensive medical, dental, and vision insurance
• Generous Paid Time Off (PTO) + US public holidays
• AI-First organization with access to AI-native tool stack
• Remote First: Work from the comfort of your home office
• Up to $5,000 annual learning budget for courses and certifications
• International team collaboration across 16+ nationalities. Your assumptions get challenged daily.
• 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.