We are hiring a Marketing Manager - Web to own conversion across Huckleberry's web experience — from the first visit through app install, free trial, and purchase. This is a 6 month, 40 hours per week, 1099 contract position.
You'll carry your own web conversion target that rolls up into our broader user acquisition goal, and you'll own the experimentation program that moves it. The work spans further than most CRO roles. You'll write build specs for interactive web tools, partner with our Guidance team to make sure anything we tell a parent is clinically sound, and build AI-driven systems that let a small team run a testing cadence that would otherwise take several people.
This role reports to the VP of Marketing on an interim basis and is expected to move under the Senior Director of User Acquisition and Growth once that role is filled. You'll work closely with Brand Editorial, Guidance, Engineering, Lifecycle Marketing, Partnerships, and User Acquisition.
Areas of Responsibility
Target Ownership: Own a web conversion target that rolls up into our broader user acquisition goal, expressed as either acquisition or revenue depending on current company priority. When that expression changes, you re-point the roadmap without losing program continuity.
Full Funnel Optimization: Drive conversion across the entire web path — blog and promo units, landing pages, account creation, checkout, pricing, and paywall. Marketing surfaces and product surfaces both count.
Experimentation Program: Operate and extend an established testing program, including a weekly promo-unit copy testing cadence with defined scoring, prioritization, and readout standards. Write test plans, define metrics, set call conditions, and maintain the roadmap and tracker as the source of truth.
Readouts: Deliver performance updates and test readouts to marketing leadership, publish quarterly web priorities, and contribute web reporting to executive and board updates.
Concept to Spec: Conceive, impact-size, and scope interactive web experiences — calculators, quizzes, guided recommendations — that demonstrate product value before signup. Write the engineering build specs: input and output logic, edge cases, handoff behavior, and event instrumentation.
Clinical Guardrails: Anything that returns guidance to a parent requires Guidance team partnership by default. You'll work with them to set the thresholds and logic behind each tool, source recommendations to recognized pediatric guidelines, and make sure a "not yet" result lands supportively.
Monetization Discipline: Surface scope and monetization risks early and drive them to a decision — including recommending against builds that would give away a paid in-app mechanic.
AI-Built Systems: Our testing cadence runs at this scale because the recurring work is built into AI-driven systems. You'll maintain and extend those systems, and build new ones — with documented logic, edge-case handling, state tracking across runs, and human approval gates wherever judgment is required.
Measurement: Partner with Business Analytics to shape how web performance is instrumented and reported. Specify event instrumentation for new experiences, validate it lands, and flag when an existing metric is unfit for its purpose.
Source of Truth: Keep content taxonomy in Contentful aligned with downstream reporting so subcategory performance data stays trustworthy.
Documentation: Set and document web optimization and A/B testing standards, and make them usable by partner teams through reusable systems.
Web Scoping Partner: Lead web projects end-to-end, and serve as the web scoping partner on projects led by other teams — including commerce and partnership integrations, where you define ownership boundaries and downstream flow requirements before build.
Strategic Consultation: Be consulted at scoping on initiatives affecting web performance. Represent web conversion in the weekly cross-functional User Acquisition sync.
Web Conversion & Experimentation
Interactive Web Experiences
Systems, Data & Automation
Cross-Functional Partnership
Requirements
Experience: 5+ years in conversion rate optimization, web growth, or experimentation
Owned a Number: You've carried a conversion, acquisition, or revenue target yourself and can point to before/after results
Experimentation Depth: Hands-on building, launching, and reading out A/B and multivariate tests on a testing platform
Analytical Depth: You can define metrics, specify event instrumentation, spot measurement that's quietly misleading, and work with structured data and APIs without needing engineering for routine work
Builds With AI: Demonstrated experience building working systems with AI tooling. You should be able to describe a recurring process you turned into a reliable system, how you handled failure cases, and where you deliberately kept a human in the loop
Technical Partnership: Can write clear specs for engineering and hold their own in a scoping conversation
Judgment on Accuracy: Recognizes when content or a tool output needs clinical review, and routes it to experts
Writing: Strong writing with a lens toward product positioning and placement
Nice to have
Experience with Contentful, Amplitude (Analytics and Web Experiments), Google Analytics, or AppsFlyer
Hands-on experience with Claude Code or comparable agentic AI tooling, including building reusable skills or workflows
Experience in parenting, family wellness, or consumer health — and with the sourcing standards clinically-informed content requires
Subscription or freemium monetization experience: free trial, paywall, pricing
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