Role Overview

This role owns Bells of Steel's website as a conversion surface. The primary focus is lifting revenue per visitor through deliberate merchandising strategy on Shopify, disciplined on-site experimentation, and category-level positioning across PDPs, collections, on-site search, bundling, and the cart.

You are accountable for:

•      Conversion and revenue per visitor across the site

•      On-site merchandising strategy and execution

•      Promotional pricing strategy and opportunistic sale proposals

•      Building scalable merchandising systems and documented playbooks

What You Own

1. PDP & On-Page Merchandising (Primary Focus)

You own the PDP as the most important conversion surface on the site. Drive measurable lift on PDP conversion, attachment rate, and AOV.

You are responsible for:

•      Template strategy and information hierarchy (above-the-fold logic, module ordering)

•      Cross-sell, upsell, and "frequently bought together" logic

•      Trust signal placement (financing options, return policy callouts, warranty messaging)

•      Reviews and UGC merchandising via Okendo (badge logic, review surfacing, photo/video review placement)

•      Prioritization by commercial value, not by chronological or alphabetical order

2. Collection Architecture, Navigation & Taxonomy

You own the structural decisions that determine how customers discover product on the site.

You are responsible for:

•      Filtering defaults, sort logic, and product placement rules on collection pages (visual design execution sits with Design)

•      Site navigation, mega-menu structure, and quarterly taxonomy audits

•      Category-level narratives and positioning

•      Coordination with the SEO-owning party on URL, hierarchy, and internal linking changes

3. On-Site Search Merchandising (Searchanise)

You own search as a merchandising surface — not just a discovery tool.

You are responsible for:

•      Searchanise configuration: rules, synonyms, and redirects

•      Sponsored and promoted product slots within site search results

•      Zero-result search mitigation and high-exit query analysis

•      Search analytics in the merchandising dashboard

4. Bundling, Promotional Pricing & Sale Strategy

You drive bundling architecture and own promotional pricing within Product/Finance guardrails. Marketing owns the master promotional calendar (BFCM, Labour Day, anniversary sales); you collaborate on those moments and generate opportunistic sale proposals on top.

You are responsible for:

•      Designing kits, starter packs, and curated bundles proactively, not reactively

•      Promotional and sale pricing strategy within margin and COGS guardrails set by Product/Finance

•      Generative one-off sale proposals with documented commercial rationale; collaboration with Marketing on execution

•      Communicating banner and creative requirements to Marketing; executing banners directly when technically capable (not a requirement)

•      Category-level strategic positioning and pricing optics (anchor pricing, savings callouts)

5. Cart, Post-Purchase & Mobile Merchandising

You own the conversion surfaces beyond the PDP and treat mobile as a first-class surface, not a desktop afterthought.

You are responsible for:

•      Cart and mini-cart cross-sells, free-shipping thresholds, urgency cues

•      Post-purchase merchandising — thank-you-page recommendations, follow-on cross-sells

•      Mobile-specific PDP density, navigation, filtering, and search experience

6. Inventory-Aware Merchandising & Operational Alignment

You ensure merchandising is inventory-aware, not optimistic — particularly important for our heavy-equipment SKUs with real lead times.

You are responsible for:

•      OOS suppression rules and back-in-stock signup placement

•      Low-stock urgency cues and accurate lead-time messaging

•      Coordination with Operations and Supply Chain on incoming inventory windows

7. Experimentation, Analytics & System Development

You build the infrastructure for compounding merchandising returns. You operate Kimonix as a steady-state merchandising tool (proficiency expected within 90 days), and you own the promotional A/B testing program. CRO owns the broader site-wide A/B testing roadmap; the two run as a single shared backlog, not parallel ones.

You are responsible for:

•      Promotional A/B testing program — hypothesis, design, dev handoff via PM, readout, documented learning

•      Operating and optimizing Kimonix configuration

•      Merchandising dashboard ownership: segmented CVR, RPV, AOV, attachment rate, search exit rate, zero-result searches

•      Weekly merchandising pulse and monthly strategic readouts

•      Documented learning log and repeatable merchandising playbooks

Who You Are

You are strategic and tactical — you can think in category narratives and ship the cross-sell rule the same week.

•      You take ownership of numbers and know the difference between vanity metrics and commercial metrics

•      You are self-sufficient on platform admin — Shopify, Searchanise, Kimonix, Okendo, GA4 — and you do not need a developer to ship everyday merchandising changes

•      You write down decisions and operate from documented patterns, not institutional knowledge

•      You run experiments with rigor — you design tests, read them honestly, and do not spin inconclusive results

•      You default to no-code / low-code solutions and respect dev capacity as a constraint to design around

•      You can say "we tested it and it didn't work" without narrative spin — the single best signal of experimental maturity

•      You are already familiar with using Claude Cowork or are eager to start building with it — Claude Cowork and Code is an essential tool at Bells of Steel

What's in it for you

•      A full-time, salaried, remote position in Canada

•      Health spending account

•      $1000 Home Gym Credit, and employee discounts

•      Every other Friday off during our non-peak season (February to October)

About Bells of Steel Inc.

At Bells of Steel, we’re on a mission to make fitness and strength training approachable, affordable, and fun! We design and manufacture high-quality strength and exercise equipment for home gym enthusiasts and fitness pros alike. Whether you're a seasoned gym rat or just getting into the swing of things, we've got the gear to help you crush your goals.

We’re not your typical, stuffy fitness equipment brand—we’re down-to-earth, a little cheeky, and always looking for ways to make working out a little less serious and a lot more rewarding. If you like the sound of being part of a fast-paced, no-BS team that’s shaking up the fitness industry, then you might just be the perfect fit.