Director of Conversion Rate Optimization, Tovala
Office located in W Adams St, Chicago
Smart ovens and meal-kit delivery service
Open for applications
Smart ovens and meal-kit delivery service
101-200 employees
Open for applications
Office located in W Adams St, Chicago
101-200 employees
Company mission
To make home cooking faster, healthier, and easier so people can focus on what's most important to them.
Role
Who you are
- If you have a proven track record boosting e-commerce conversion metrics, we want you to help shape our future strategy
- 5+ years of experience in conversion rate optimization, A/B testing, and digital analytics
- Proven 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
What the job involves
- 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
- 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
Our take
Domestic meal kits are nothing new, with companies such as Hello Fresh, Sun Basket, and Blue Apron all crowding the increasingly popular industry. Tovala is a food-tech company attempting to disrupt this market, with a smart oven that eliminates the need for meal preparation.
Tovala offers customers both an oven and the option to sign up to a rotating weekly meal delivery service. Boasting a single minute of prep-time for adding the final touches, the system works by scanning the meal's QR code so that the oven can run the associated cook cycle. The oven also recognises over a thousand name-brand products, and has hundreds of presets for when users want to cook for themselves.
Despite competing with a pile of other meal-kit services, Tovala's clear stand-out feature is the oven, with nothing similar offered by competitors. The company is aiming to expand into new verticals, adding smart oven air fryers to its product line up in early 2023. The first new appliance from the company since 2018, this move should attract new customers and help cement Tovala's market lead.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
2% employee growth in 12 months
Company
Funding (last 2 of 8 rounds)
Feb 2021
$30m
SERIES C
Sep 2020
$3m
LATE VC
Total funding: $71.7m
Company benefits
- Ownership : Every full-time teammate receives a stock option grant
- Flexible PTO
- 401(K) with company match
- Hybrid work environment
- Learn & grow : Every teammate receives a yearly learning stipend they can utilize anytime
- Great company culture
- Free Tovala Smart Oven & discounted Tovala Meals
Company HQ
West Loop, Chicago, IL
Leadership
David Rabie
(Founder & CEO)They worked as an Associate at The Abernaathy MacGregor Group before working for VeggieGrill and Groovy Spoon for a combined 3 years. Co-founded Draftpedia in 2012 before founding Tovala in 2014.
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