Senior CRO Strategist

Role Overview

Location: Canada (tbk is headquartered in London, ON)

Position type: Full-time

Work Location: Hybrid – remote + 2-days/week in office (London, ON)

Salary: $90,000 - $110,000 (depending on experience)

Reports To: CEO

tbk is a full-funnel marketing, web, and software partner for mid-market organizations who are tired of juggling vendors and short-term fixes. We help leadership teams align strategy, brand, web platforms, and campaigns - then turn that into qualified demand and clear revenue reporting.

We’re known for combining math + magic: serious strategy, data, and engineering paired with creative that actually moves people.

Small confession: Yes, we know our current website and some of the icons are a bit… dated and dare we say cheesy. Please don’t judge our UX by that alone - we’re in the middle of a glow-up, and you’ll have a say in where it goes next.

This is not a reporting role. It’s a “what should we do next, and how do we ship it?” role.

We’re hiring a Senior CRO Strategist to lead conversion growth for key clients by combining:

• Data: Web + CRM + pipeline to find what’s actually driving outcomes

• Experimentation: structured hypotheses, prioritization, testing, and learnings

• Conversion Design & Copy: Design, strategy and messaging that moves people, not just minor UI tweaks

We believe modern CRO requires copy. If you can diagnose friction but cannot shape the message, you’re stuck optimizing around the real problem. In this role, copy is part of the CRO engine, not a handoff.

You’ll partner closely with marketers, designers, developers, and account leads to turn insights into real changes that improve conversion rates, pipeline quality, and revenue outcomes.

• Build and maintain a prioritized CRO roadmap across landing pages, service pages, key flows, and funnel steps.

• Develop strong hypotheses grounded in data, research, and customer intent.

• Design and oversee experiments:

  • test design and success metrics

  • sample sizing and measurement approach

  • QA, tracking validation, and clean readouts

• Turn results into clear decisions: what we learned, what we do next, what we stop doing.

• Translate findings into wireframes and clickable prototypes for priority pages and flows (typically low to mid-fidelity).

• Create testable variants for experiments, including layout, hierarchy, and messaging changes, not just button tweaks.

• Provide design direction to UX and visual designers by defining:

  • page structure and section order

  • conversion hierarchy and attention flow

  • persuasion elements (proof, objections, risk reversal)

  • interaction guidance for forms and multi-step flows

• Write and refine conversion copy for prototypes, including:

  • headlines, subheads, value props, CTA language

  • microcopy for forms (helper text, error states, reassurance, privacy)

  • proof and objection handling modules

• Deliver clear build-ready notes: annotations, acceptance criteria, and “what success looks like” tied to KPIs.

• Define North Star metrics and success measures (revenue, leads, CAC, LTV, conversion rates, pipeline velocity).

• Build executive-ready dashboards in Looker Studio and related tools that show the numbers that matter.

• Diagnose performance using GA4, heatmaps, user flows, session insights, and attribution context.

• Create clear, repeatable reporting that supports action, not endless debate.

• Audit and improve on-site messaging with a conversion lens: clarity, hierarchy, proof, objections, and CTAs.

• Write conversion-focused copy and test variants for key funnel pages and steps.

• Collaborate with brand and design to keep conversion improvements aligned with voice and identity.

• Connect media → web → CRM → pipeline → revenue so CRO decisions reflect business reality.

• Ensure tracking consistency from first touch through to opportunity and closed-won.

• Use CRM and marketing automation data (Hub Spot, Salesforce, Dynamics, or similar) to identify leaks and improve…