ROLE OVERVIEW
Home is personal. The products that go into it, furniture, rugs, objects that define a room, are chosen carefully and lived with for years. At FableRoom, that consideration cycle is the context for everything we build on-site. At over 1,200 SKUs across more than ten categories, growing to half a million in traffic and beyond, the storefront is not just a sales channel. It is the brand experience.
This role exists to make that experience sharper, smarter, and more intentional at every touchpoint. You will own conversion rate optimisation, storefront personalisation, cross-sell and upsell architecture, and the experiment programme that continuously improves how customers discover, evaluate, and buy. You will think like a consumer product manager and act like a performance operator, holding the data and the user experience in your head simultaneously.
This is not a role for someone who runs tests and reports results. It is a role for someone who builds systems that compound, finds friction before customers do, and makes the storefront feel as considered as the products on it.
KEY RESPONSIBILITIES
Conversion Rate Optimisation
- Own full-funnel CVR as a single accountable metric, from the first landing page to completed checkout
- Build and maintain a structured experiment programme with a clear hypothesis, success criteria, and documented outcome for every test running at any given time
- Identify conversion friction across the funnel using session recordings, heatmaps, funnel drop-off data, and behavioural analysis
- Prioritise the experiment backlog by revenue impact potential, manage sprint cycles with the tech team, and communicate the roadmap clearly to stakeholders
- Build a compounding learning library from every test, win or loss, so the programme gets smarter over time
Storefront Experience
- Own the end-to-end on-site experience across homepage, collection pages, PDPs, custom landing pages, cart, and checkout
- Define and manage every conversion lever on the storefront: sort logic, badge strategy, EDD display, social proof, imagery standards, trust signals, promotional architecture, pricing display, and urgency mechanics
- Identify and fix UX gaps across the browsing and discovery experience, from navigation and search to filter logic, product presentation, and page load performance
- Own the storefront content calendar and ensure every surface is planned, briefed, and live as per business and merchandising goals
- Brief the tech team on all storefront implementation work with precise requirements, acceptance criteria, and QA sign-off
Personalisation and Cross-sell Architecture
- Define the personalisation strategy for the site, building frameworks that distinguish between new visitors, returning browsers, first-time buyers, and repeat customers
- Own the configuration and optimisation of personalisation and recommendation tooling to serve the right product to the right customer at the right moment
- Design cross-category discovery journeys that help customers naturally move from one category into adjacent ones, growing both basket size and category breadth
- Define the upsell and cross-sell architecture across PDP, cart, and post-purchase touchpoints to grow AOV without degrading the purchase experience
New and Repeat Customer Experience
- Design meaningfully differentiated on-site experiences for new versus returning customers, recognising that someone on their second or third visit to FableRoom deserves a different conversation than someone arriving for the first time
- Use purchase history, category affinity, and browsing behaviour to surface the right products, content, and signals for customers who already have a relationship with the brand
- Own the post-purchase on-site experience, including confirmation pages and account touchpoints, ensuring the first purchase sets up the conditions for a second
- Analyse cohort behaviour by category entry point and use those insights to continuously improve how the storefront develops the customer relationship over time
Data, Backlog, and Reporting
- Own the weekly storefront performance report covering CVR, ATC rate, checkout conversion, AOV, experiment status, and personalisation lift, anchored in GA4 and Shopify data
- Maintain a prioritised product backlog for all storefront improvements, balancing quick wins against structural changes, and keep it visible and current
- Run sprint cycles with the tech team, defining tickets clearly enough that implementation requires no back and forth
- Build familiarity with third-party Shopify apps and integrations, knowing which tools solve which problems and when to bring one in versus build the capability internally
- Use AI tooling to automate anomaly detection, experiment summaries, and performance narratives so time is spent on decisions, not data assembly
WHAT WE'RE LOOKING FOR
Non-negotiable
- 4 to 6 years in CRO, ecommerce product management, or a storefront-focused growth role at a DTC brand or high-volume ecommerce business
- Demonstrable experience running structured A/B and multivariate test programmes with statistical rigour
- Strong Shopify knowledge, understanding how themes, apps, metafields, and the checkout flow connect
- Proficiency in GA4 for funnel analysis, behavioural segmentation, and experiment measurement
- Data-first instincts with the ability to move from insight to hypothesis to brief independently
Strongly preferred
- Experience in a high-consideration category where the customers deliberate before buying
- Experience designing cross-sell and upsell programmes that grow AOV and repeat rate
- Comfort with session recording and heatmap tools, able to turn qualitative observation into quantitative hypotheses
- Consumer product management thinking, including user research, jobs-to-be-done frameworks, backlog management, and sprint execution
- Hands-on experience managing third-party Shopify apps and integrations across CRO, personalisation, and merchandising
Pay: ₹1,500,000.00 - ₹2,500,000.00 per year
Experience:
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Work Location: In person
