Founded in 2017, Trust & Will is the leading digital estate planning platform, trusted by over one million users. We provide modern, accessible solutions to help families protect their legacies with attorney-approved, legally valid documents tailored to individual state requirements. Our seamless online platform simplifies the estate planning and settlement process, empowering individuals to create wills and trusts while also partnering with financial advisors, attorneys, and institutions to make legacy planning more inclusive and affordable.

If you would like to join us, we’re looking for a data-driven and user-obsessed Growth Marketing & Conversion Rate Optimization (CRO) Manager to lead onsite experimentation and help drive full-funnel optimization across our customer journey. This role sits on the DTC marketing team and partners closely with performance marketing, lifecycle, product, and design to improve how we convert visitors and leads into paying customers.

About You:

You’ll be responsible for identifying conversion barriers, prioritizing high-impact tests, and owning a structured experimentation roadmap for our website and landing pages. You’ll also help shape testing strategy across other marketing channels, including email, SMS, and paid media, by bringing insights, hypotheses, and user behavior data into the broader growth conversation.

Your work will directly impact business-critical metrics like conversion rate, customer acquisition cost (CAC), and lifetime value (LTV) by improving our digital experiences at every stage of the funnel.

About the Role:

• Own the CRO strategy and experimentation roadmap across the website, landing pages, and post-click funnel.
• Design and run A/B and multivariate tests using tools like VWO, Optimizely, or AB Tasty.
• Conduct quantitative and qualitative research using GA4, heatmaps, session recordings, and user surveys to identify friction points and generate hypotheses.
• Prioritize experiments using frameworks like ICE or PIE to maximize velocity and impact.
• Collaborate with performance and lifecycle marketing teams to inform cross-channel testing strategies and align CRO with acquisition and retention goals
• Partner with UX, design, and engineering to scope, implement, QA, and launch test variants.
• Analyze results for statistical significance and translate insights into actionable next steps.
• Document test plans and outcomes to foster a culture of experimentation and share learnings across the marketing organization.
• Occasionally collaborate with product, pricing, and promotional teams to support deeper funnel or offer-related testing initiatives.
• Use working knowledge of HTML, CSS, and JavaScript to troubleshoot implementation issues or make light template edits when needed.

Qualifications

• 5+ years of experience in Conversion Rate Optimization (CRO), website optimization, or growth experimentation roles.
• Proven track record of designing and executing A/B and multivariate tests using tools like VWO, Optimizely, or similar platforms.
• Strong working knowledge of GA4, Google Tag Manager, and behavioral analytics tools such as Hotjar or FullStory.
• A strategic, data-informed mindset with a bias for action and an ability to move quickly without sacrificing test rigor.
• Expertise in test planning, prioritization frameworks (e.g., ICE, PIE), and communicating insights to cross-functional stakeholders.
• Familiarity with UX best practices, conversion-centered design, and persuasive copy principles.
• Proficiency in interpreting data, conducting statistical analysis, and translating results into clear, actionable recommendations.
• Strong collaboration skills and comfort working closely with marketing, product, engineering, and design teams.
• A strong understanding of the marketing ecosystem, including paid media, email, and lifecycle channels, and the role CRO plays in influencing acquisition, engagement, and retention across the full funnel.

*This position is available to candidates residing in the following states only: California (CA), Colorado (CO), Florida (FL), Georgia (GA), Idaho (ID), Illinois (IL), Maryland (MD), New Jersey (NJ), New York (NY), North Carolina (NC), Pennsylvania (PA), Texas (TX), Vermont (VT)

Bonus Points for: 

• Experience optimizing landing pages and post-click flows for paid traffic.
• Familiarity with personalization strategies and testing segmentation-based experiences.
• Understanding of lifecycle metrics and how upstream tests affect downstream outcomes like retention and lifetime value.
• Exposure to testing pricing, promotional offers, or bundling strategies in a DTC environment.
• Experience working with CMS or eCommerce platforms such as Shopify or Contentful.
• Hands-on experience with marketing platforms such as Google Ads, Microsoft Ads, and Facebook Ads.
• Experience working with email platforms like Klaviyo, Iterable, or Braze, and SMS tools such as Attentive, Postscript, or SMSBump.

Employee Benefits & Perks:

• Compensation: Salary + Equity
• • Our salary range for this position is $110,000 - $135,000, in addition to compensation we also include an employee equity package as a component of our offer along with other benefits and perks outlined below. 
• PTO
• • Flexible time off that you are encouraged to use
  • Generous paid company holidays and breaks throughout the year 
  • Monthly friends & family day
  • Paid time off to volunteer in your community
• Health and Wellness Benefits
• • Fantastic health benefits including medical, dental, vision, life insurance, and generous parental leave 
  • Financial wellness benefits (Equity & tax advisory support, financial coach support, and employer-sponsored 401k)
  • Guest speakers & reimbursement for learning opportunities
• Extra
• • Flexible work schedule + hours
  • Family-friendly work environment. We support the complexity of a remote world with the needs of families
  • Optional company-sponsored events and travel throughout the year
  • $500 Work from home stipend + Apple accessories
    
    

About Trust & Will: 

• We are a remote-first company, giving our employees the flexibility they need to work in an environment that best suits their needs. Our hiring process is also conducted virtually unless otherwise noted. We are a company that was founded in San Diego, CA, and offer a collaborative co-working space that is available for you to use if you'd like but not required. #LI-Remote
• We are proud to be a certified B Corporation, using business as a force for good. We are committed to building a healthy, sustainable, and engaging working environment for all employees, their families, and communities. We publish an annual impact report to outline our positive contributions to our world and set an example for all employers.
• Trust & Will's mission is to help every family leave their legacy through affordable, accessible estate planning. That starts with the people we hire and the ways in which we support the development of their unique talents and capabilities. We are committed to prioritizing ways to make our company and industry more inclusive. This means we must be revolutionary in the way we value diversity to revolutionize our business sector. At Trust & Will, everyone has a seat at the table and space to be their authentic selves because only in a company that is inclusive and diverse can we truly stand in our members' shoes.