Careers at Crumble
Web & CRO specialist
- company
- Crumble
- location
- Malaysia
- work mode
- remote
- posted
- 17 Oct
- Web & CRO Specialist · Full-time · Remote · Malaysia · Reports to the Founfer.
- Most conversion work has a shortcut: slap a countdown timer on it, run 20% off, call it a win. We don't take that shortcut.
- Crumble sells premium, non-toxic cookware that people leave out on the bench because it's too beautiful to hide. Our job is to lift conversion rate, AOV and revenue per visitor without making the brand feel cheap. That's harder. It's also far more interesting, and it's the job.
- If you get a little thrill from a clean A/B result, can read a heatmap the way other people read a novel, and believe a better product page beats a bigger discount — keep reading.
- **About Crumble**
- Crumble is a Melbourne-born, direct-to-consumer cookware and kitchen appliance brand, founded in 2020. We make vibrant, non-toxic ceramic and hybrid cookware, cast iron Dutch ovens, and a growing range of appliances.
- 60,000+ customers across Australia and New Zealand
- Built on word-of-mouth, Instagram and TikTok — our customers film their unboxings because they want to, not because we ask
- A small, sharp team across Australia, Malaysia and the Philippines, running on Shopify Plus, Klaviyo and Intelligems
- Our brand promise is Joy · Safety · Ease. Every test you run has to protect all three.
- **The role**
- You'll own crumble.co — how it runs, and how it converts, from the ad click to the order confirmation. You'll work directly with the founder, alongside our Growth Lead (paid media), our designers and our retention team.
- **Conversion — what you'll own**
- The testing roadmap. Build and run a continuous programme of A/B, split and price tests in Intelligems — hypothesis, sample size, read-out, decision. Aim for test velocity, not one big redesign a year.
- Product pages that sell like a friend would. Restructure PDPs around the questions buyers actually ask: is it non-toxic, will it stick, what colour suits my kitchen, how big is 5.2L really.
- Landing pages for paid traffic. Brief, wireframe and launch campaign and launch pages that match the ad they came from — Meta for the Aesthetic Enthusiast, Google search for the Pragmatic Cook.
- Cart and checkout. Cut friction, lift AOV with bundles, sets and gift-with-purchase thresholds, and make free-shipping and tier progress obvious.
- Offers without discounting. Find the levers that grow AOV while everything stays at full RRP — bundles, ladders, gifts, colour-matching, social proof.
- Research. Heatmaps, session recordings, on-site surveys, review mining and customer-service
- tickets. Find out why people don't buy, then fix it.
- Analytics you can trust. Own the funnel in GA4, Shopify and Triple Whale; work with our tracking set-up (Elevar) so test results are real.
- Reporting. A weekly one-pager: what we tested, what won, what it's worth annualised, what's next.
- **Web — what you'll own**
- The site, day to day. Theme updates, new pages and collections, navigation, and content changes for every launch and campaign.
- Launch readiness. New products, gift-with-purchase mechanics, banners and landing pages live on time and working on every device.
- Bugs and QA. Own the website bug queue — triage, fix, and test across browsers and devices before anything goes live.
- Speed. Keep Core Web Vitals healthy on mobile, where most of our customers shop.
- Apps and tracking. Keep the Shopify app stack lean, and make sure Meta, Google and TikTok pixels fire correctly.
- SEO hygiene. Page titles, meta descriptions, structured data and redirects done right.
- **How we'll measure you**
- Metric
- What good looks like
- Site conversion rate
- Measurable lift vs. baseline, by device
- Average order value
- Growth without margin loss from discounting
- Revenue per visitor
- The north star for every test
- Test velocity
- 4+ live or concluded tests a month
- Win documentation
- Every test logged, every win quantified
- Site speed
- Core Web Vitals passing on mobile
- Bug resolution
- Checkout-blocking bugs fixed within 24 hours
- **Your first 90 days**
- 1. Days 1–30 — Audit. Full CRO audit of crumble.co: funnel drop-off by device and traffic source, PDP and checkout teardown, tracking health check. Deliver a prioritised backlog scored on impact and effort.
- 2. Days 31–60 — First wins. Ship 3–4 tests from the top of the backlog, including at least one PDP and one cart/AOV test. Stand up the weekly test report.
- 3. Days 61–90 — The machine. A rolling 90-day test roadmap, a landing-page template system for paid campaigns, and a documented test log the whole team can learn from.
- **Who you are**
- You must have
- 3+ years in web and CRO for e-commerce, ideally a DTC brand on Shopify or Shopify Plus
- Confident running a Shopify store day to day — theme editor, pages, collections, navigation and apps
- A portfolio of tests you designed and ran, with real numbers: baseline, lift, confidence, revenue impact
- Hands-on with an A/B testing tool (Intelligems, VWO, Convert, Optimizely or similar) and GA4
- Fluency with heatmap and session-recording tools (Hotjar, Microsoft Clarity or similar)
- Solid statistics: you know what a significant result is, and you'll call a test flat when it's flat
- Sharp copy instincts — you can rewrite a headline or a product bullet, not just brief someone else to
- Comfortable wireframing in Figma and briefing designers clearly
- **Bonus points**
- Some code knowledge — HTML, CSS, Liquid or JavaScript — so small fixes don't wait for a developer
- Price testing experience
- Experience with a premium, design-led or homewares brand — you understand that taste converts
- Page builders like Shogun or Replo, and site-speed optimisation
- Klaviyo, Triple Whale or server-side tracking (Elevar) experience
- You use AI tools daily to research, analyse and ship faster
- **And the part we care about most**
- You're curious about customers to the point of obsession — you read reviews for fun
- You have taste. You'd rather lose a test than win it with a tacky countdown timer
- You're honest about losing tests, and quick to learn from them
- You own outcomes end to end, and you're comfortable working remotely with a small team across time zones
- **What we offer**
- Real ownership. Your tests go live in days, not quarters. You report straight to the founder — no layers of approval
- Remote-first. Work remotely from Malaysia, alongside our team members already based there
- The tools to do it properly — Intelligems, Shopify Plus, Triple Whale, Klaviyo, and budget for the research tools you need
- A brand people genuinely love — 5,000+ five-star reviews means you're optimising something worth buying
- Crumble in your kitchen. A cookware set on us, and a staff discount for you and your family
- **How to apply**
- Skip the generic cover letter. We read every application, so give us something worth reading. Send:
- 1. Your CV.
- 2. Your best test. One test you're proud of — the hypothesis, what you changed, the result with real numbers, and what you learned. A losing test you learned a lot from counts too.
- 3. Three things you'd test on crumble.co first. Spend 20 minutes on our site on your phone. Tell us what you'd test, why, and what you'd expect to happen
- Screenshots welcome.
- Applications without point 3 won't be shortlisted — it's the single best signal of how you think.
- Shortlisted candidates will complete a short paid take-home task and two interviews, one with the founder. We'll be in touch within five business days either way.