Director, Conversion Rate Optimization

We’re Tovala, a food-tech company reinventing home cooking to save consumers time. Through an innovative combination of hardware, software, and fresh food delivery, we make it incredibly simple for anyone to prepare and enjoy delicious, home-cooked meals without sacrificing time to do whatever matters to them. Through our superior technology, product experience and food quality, we have separated Tovala from the busy pack of other meal delivery businesses. In the process, we’ve amassed a loyal, rapidly growing following and our retention, product engagement and customer NPS are all best-in-class. We’ve raised over $100mm from great investors like Left Lane Capital, Origin Ventures, Y Combinator and Comcast Ventures and have invested strongly in building a unique culture that fosters growth, personal development and camaraderie.

At Tovala, we're seeking a Director of CRO to take the reins and drive higher conversion rates across our customer acquisition journey. You'll build our experimentation roadmap and implement strategies that turn browsers into buyers. Through analytics and competitive research, you'll identify opportunities to create frictionless experiences backed by data. If you have a proven track record boosting e-commerce conversion metrics, we want you to help shape our future strategy.

• Leading end-to-end experimentation in the prospect acquisition journey, from hypothesis development through analysis, driving improvements in new customer conversion rates while maintaining alignment with downstream retention and LTV goals
• Leading and driving the CRO team roadmap while collaborating closely with Product, Marketing, and Engineering teams to align conversion priorities and implement optimizations
• Building and executing comprehensive testing plans that balance quick wins with strategic initiatives
• Developing scalable experimentation frameworks and documentation to increase testing velocity while maintaining statistical rigor
• Conducting deep-dive analyses using FullStory, heat maps, and session replay to identify optimization opportunities
• Collaborating with design and development to create test variations and layoutsCreating and maintaining customer journey maps, analyzing conversion funnels, and identifying drop-off points
• Leading competitive analysis and market research to inform growth strategiesMaintaining growth documentation and learning repositories

• 5+ years of experience in conversion rate optimization, A/B testing, and digital analyticsProven track record of driving growth metrics in D2C/e-commerce businesses
• Deep expertise in experimentation platforms (e.g, VWO) and analytics tools (e.g.,Google Analytics, FullStory)
• Strong statistical knowledge and ability to design experiments with clear success metrics
• Strong organizational skills and ability to balance competing priorities
• Entrepreneurial mindset with drive to build and mature CRO processes
• Strong communication skills to influence stakeholders and share insights across the organization
• Experience with user research and UX best practicesExperience with personalization and marketing automation preferred

The values we hold dear

Put the team first

We put what is best for the broader team ahead of what is best for ourselves or our immediate department.

Get s#!t done (well)

We celebrate people at all levels for delivering high impact work that expands the bounds of what we’re able to do.

Connect the dots

We engage with curiosity to learn how our work impacts others so that we can problem-solve holistically and work collaboratively.

Be Direct

We share our perspective openly and directly, even when it feels difficult to do so.

Embrace the obstacles

We rise to meet challenges with a sense of urgency, resolve, and optimism.

Champion the customer

We consider and prioritize our customer in all of our decisions 

At Tovala we‘re committed to building a workplace that represents a variety of backgrounds, skills, and perspectives and do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Everyone is welcome here!