About Fella & Delilah
Fella & Delilah is the telehealth clinic for busy working families in Middle America to get to a healthier weight.
Fella is optimized for busy bigger guys who want a no-nonsense solution to getting healthier. Delilah is built for strong women in their prime who want a sustainable solution to feel their best.
We use affordable, effective weight loss medication to solve our customers’ most pressing healthcare need, then aim to remain their core healthcare provider for the rest of their life — expanding to hormonal health, mental health, longevity, and primary care.
GLP-1s are a f*ing big deal. We’re in a remarkable & rapid period of change which will radically reshape the patient & cash flows in the healthcare system.
Our mission is to accelerate the global take-up of GLP-1s among busy, working families to solve obesity worldwide. From this, we’ll become the world’s leading consumer healthcare brand.
We’ve grown >1000x since Aug 2021, >200x since Aug 2022, >20x since Aug 2023. We’ve just surpassed $30M ARR. As a company, we’ve been cashflow positive for the last 18mo. We’re fast approaching 10,000 active customers with high NPS.
Almost all of this has so far been through Fella. Delilah is still very new and your job is to make her soar.
We’re a young startup and we’re just getting started. This is still Day 1 and all our work is ahead of us.
You can read more about working at Fella & Delilah here: Working at Fella & Delilah https://fella.notion.site/Working-at-Fella-Delilah-14a2ac8575d34d148d009bb410387af4
We're backed by top healthcare & consumer investors:
- Y Combinator
- Global Founders Capital — backed Facebook, Slack, LinkedIn, Revolut, Rocket Internet
- AngelList Early Stage Fund (backed by Naval Ravikant)
- BrandProject (venture-builder behind 2 unicorns)
- The founders of Indeed, Curative (unicorn), Alan (unicorn), Kaia Health (>$300mil valuation), Vouch Insurance (>$500mil valuation), Not Boring (Packy McCormick)
The Opportunity as CRO Lead
As Conversion Rate Optimization (CRO) Lead at Fella & Delilah, you'll be a key strategic leader working directly with the Growth, Engineering, and Design teams to define and execute our comprehensive CRO strategy. Your expertise will be crucial in transforming our conversion optimization program from tactical improvements to strategic initiatives that drive substantial business growth.
You'll begin by conducting in-depth funnel analysis and developing a data-driven optimization roadmap. Using your extensive experience in experimentation and user behavior analysis, you'll identify high-impact opportunities across our digital touchpoints.
You'll lead the design and implementation of sophisticated A/B and multivariate tests, leveraging your technical expertise, strategic insight, and proven track record of driving significant conversion improvements.
As you build and lead your team, you'll establish best practices, testing frameworks, and processes that scale our optimization efforts.
You'll become the driving force behind our company's conversion strategy - architecting and launching innovative customer journeys that dramatically improve our Lead > Sale conversion rate while mentoring team members and evangelizing a culture of experimentation across the organization.
This is a full-time remote role.
You'll report directly to our Head of Growth (Dave Lane), as well as work closely with our Lead Designer (Marjoe Bacus) & CEO (Richie Cartwright).
Immediate Responsibilities
Optimize core conversions
- Audit: Lead comprehensive funnel analysis across all digital touchpoints to identify major growth opportunities. Develop strategic testing roadmap and prioritization framework.
- Design: Create high-fidelity wireframes and interactive prototypes in Figma, translating data insights into innovative user experiences.
- Test: Design and execute sophisticated A/B and multivariate testing program. Build testing frameworks and documentation standards.
- Analyze: Drive data-driven decisions through rigorous analysis, revenue forecasting, and clear implementation recommendations.
Refine analytics & reporting - Architect robust tracking infrastructure, testing pipelines, and executive dashboards that demonstrate program ROI and strategic insights.
Future Scope
Scale Optimization Program - Lead and mentor a high-performing CRO team while expanding testing across the full customer journey: ads, email, and product flows. Drive significant improvements in core KPIs including CAC & LTV.
Need to Have
- Testing Leadership: 5+ years leading sophisticated CRO programs with demonstrated track record of significant conversion rate improvements. Expert understanding of experimental design and statistical analysis.
- Design & Prototyping Excellence: Advanced proficiency with Figma, creating detailed wireframes and interactive prototypes that effectively communicate test concepts and user flows. Strong understanding of UX principles and their impact on conversion.
- Technical Mastery: Deep expertise in implementing complex A/B and multivariate tests. Advanced knowledge of analytics tools, statistical methods, and test configurations. Proven ability to identify and resolve technical implementation challenges.
- Strategic Vision: Demonstrated success in developing and executing comprehensive CRO strategies that align with business objectives. Strong track record of identifying and prioritizing high-impact opportunities across multiple channels.
- Team Leadership: Experience building and leading high-performing CRO teams. Proven ability to mentor team members, establish processes, and drive results through cross-functional collaboration with Product, Marketing, Design, and Engineering teams.
Nice to Have
- Full Funnel Expertise: Proven success optimizing complex, multi-channel funnels from awareness through retention. Experience with advanced customer journey mapping and personalization strategies.
- Communication Excellence: Skilled at presenting complex data through compelling narratives and visualization.
- Program Innovation: Track record of developing innovative testing methodologies and frameworks. Experience scaling CRO programs across multiple products or markets.
- P&L Ownership: Experience managing CRO program budgets and demonstrating clear ROI. Background in revenue forecasting and resource allocation.
- Adaptability: Thrives in ambiguous environments, effectively prioritizing opportunities and pivoting strategies as needed.
Our Cultural Standards
These are the core cultural standards to which we hold ourselves & our team-members at Fella:
- Belief in the mission: We will have served 10 million patients by the end of 2028 and we transform the life of most patients who join. We have a lot of work to do. We are obsessed with our patients and are dedicated to the mission.
- Unwavering integrity: We are at the frontier, so we often live in ambiguity with no trodden path. When we can’t look to others for guidance, we must maintain impeccable ethics and unwavering integrity.
- Only the paranoid survive: Bad sh*t is coming. By joining us, you’re choosing to sail straight towards the storms with unhesitating conviction. However much we’ve already done, however far we’ve already come — it’s still Day 1 and all our work is ahead of us.
- Your life’s work: This will be your most challenging, most rewarding role of your life. You’ll be shocked how capable you are & how much you can achieve.
- If we’re average we fail: We are only interested in “insanely great”, a focus on the quality of our execution that in everyday life would be considered pathological. We have a dedication to excellence and reject incompetence.
- Commitment to candor: That which can be destroyed by the truth should be. You get full transparency from the company and the company expects full transparency from you. We never say anything about someone that you wouldn’t say to them directly. We give feedback with love and do not need to protect people from fleeting physical sensations.
- A maniacal sense of urgency: We execute at an intensity that most people think is impossible. Speed is critical and we need things done yesterday. We all work very hard and in such a competitive world there really is no other way to win.
- Enduring frugality: We are frugal. We hate being wasteful and we are anti-luxury. A culture of cheapness keeps us young. We spend our cash wisely & carefully — in a way that would make our grandmas proud.
- Bulldozing barriers: The world is malleable and we shape it. We truly believe this and act accordingly. We are relentlessly resourceful and are at the mercy of no-one but ourselves.
- Keep your head down: We’re boring people doing exciting work. We don’t chase short-term status — we ignore short-term dopamine hits and focus on what matters. Outsiders will underestimate us and we revel in that.
- The power of focus: We live in a world of power laws and we cannot overestimate the unimportance of practically everything. Know your One Thing, and nail it.
🎯 “You just build a fing amazing experience. Make each step amazing. Make every decision in the long term interest of the customer. Give the customer massively more value than you take.”*
Compensation & Benefits
- Compensation: $50k-$80k/yr inc equity
- Healthcare: comprehensive medical insurance (if appropriate)
- Vacation: PTO with a yearly minimum (≥2wks/yr + local national holidays)
- Remote: our team is fully distributed across the world and functions fully remotely
- Personal development: budget for books, courses, coaching
- Personal wellness: budget for gym, health apps
- Coaching: free biweekly health coaching
- Equipment: Macbook & work-from-home equipment provided as needed
- What are we missing? We're still early so you get to shape our culture.
