Responsibilities

• Web-driven GMV and blended contribution economics as your core metric — not the performance of any single channel in isolation.
• Own the comprehensive view of a web customer’s total lifecycle , defining and strengthening the funnel to drive customer lifetime value.
• Direct management of our paid search team — strategy, budget allocation, and performance, with enough SEM fluency to coach and push, not necessarily to execute it yourself.
• Hands-on partnership with Product on CRO — analyzing funnel performance and customer behavior, prioritizing a testing roadmap, and pushing site/experience changes that move conversion, not just requesting them.
• An experimentation engine — establishing a rigorous testing culture across landing pages, user flows, and conversion optimization, in partnership with Product and Engineering.
• Building SEO and content capability from the ground up — scoping the opportunity, deciding whether it's an agency, contractor, or eventual hire, and standing up the initial engine.
• Cross-functional input into paid social and CRM where it intersects with the web funnel or GMV mix, without formal ownership of that channel.
• A clear, data-grounded point of view on when web should feed app installs versus stand on its own , with tradeoffs made explicit to leadership.
• Full-funnel economics — blended CAC/LTV, contribution margin, AOV — as the language you use to defend tradeoffs, not channel-level vanity metrics.
• Visibility and operating cadence — building the dashboards, metrics, and business reviews that keep web growth focused on the highest-impact opportunities.