TLF’s CRO / UX / UI Front-End Specialist will play a critical role in owning and optimizing the full digital customer experience across TLFapparel.com and TLF’s custom app ecosystem. Leveraging expertise across front-end development, Shopify headless architecture, CRO strategy, and UX/UI design, this role is responsible for driving revenue growth through continuous optimization of the customer journey, site performance, and merchandising strategy.

This individual will work within a headless Shopify environment (React-based) and collaborate closely with the e-commerce manager, marketing, design, and operations teams to develop and execute strategies that improve conversion rate, increase revenue per session, and enhance overall site performance.

Roles & Responsibilities (Including but not limited to the below):

· Own the end-to-end ecommerce experience, CRO strategy, and website performance, driving revenue growth through optimization of UX, merchandising, product data, and customer journey across all digital touchpoints.

· Lead and execute the full product upload and launch process in Shopify, including product creation, description uploads, SKU/barcode updates, SRP and pricing validation, tag cleanup and structure, color swatches, image compression (WEBP) and CDN uploads, size charts, meta fields and attributes, and final QA, ensuring all products are accurate, optimized, and pushed live across all sales channels. Manage Complete the Look, related products, UGC video uploads, and GIF creation, ensuring PDPs are fully merchandised and optimized for conversion.

· Own final product launch execution, ensuring accuracy across all elements (data, visuals, merchandising, channels)

· Own deployment and release processes, including managing staging and production environments, conducting QA, and ensuring smooth, error-free releases for all site updates, tests, and product launches.

· Own collection creation and merchandising strategy, including building collections, managing Kimonix rules (sorting, pinning, grouping matching sets, handling OOS items), and continuously optimizing product hierarchy and assortment to improve AOV, RPS, and conversion.

· Lead UI/UX strategy and website layout optimization, defining structure and improvements across homepage, PDP, collection pages, navigation, and cart to improve usability, product discovery, and conversion.

• Collaborate with the e-commerce manager to develop CRO strategies to enhance user experience and drive conversions.

Site Updates & CRO & A/B Testing:

· Define and execute the CRO and A/B testing roadmap, including maintaining the Figma roadmap, building tests in Convert, defining KPIs (CVR, AOV, CTR, ATC), tracking results via scorecards, and implementing winning variations.

· CRO Focus (The Goal): Using data, psychology, and A/B testing to increase the percentage of visitors who take a specific action (e.g., buying a product, signing up).

· Own technical SEO implementation, including site structure, metadata, indexing, schema markup, and page performance optimization to support organic traffic growth.

· Continuously design and propose new initiatives, components, and features aimed at improving conversion rate, including building detailed Figma designs and leveraging tools such as AI builders to accelerate ideation and development.

· UX/UI Focus (The Method): Designing the interface (UI) and user journey (UX) to be intuitive and engaging.

· Hands-on Design & Analysis: Prototyping in tools like Figma, analyzing heatmaps, and running user tests.

· Stakeholder Management: Communicating results and research findings to upper management or clients.

Shopify Store Management & Product Operations:

· Develop, maintain, and optimize TLF’s headless Shopify storefront using React (React Router), ensuring scalable, high-performance front-end architecture. Translate Figma designs into clean, production-ready code, build reusable component systems, and continuously improve development efficiency to support rapid testing, iteration, and deployment of new features and experiences.

· Tech Stack Ownership: Continuously audit and optimize all tools and applications to ensure proper configuration, eliminate redundancy, and maximize performance and ROI.

· Work with Shopify Storefront and Admin APIs and manage integrations with platforms such as Klaviyo, Okendo, Algolia, and A/B testing tools, ensuring seamless functionality and data flow across systems.

· Build new components and innovative experiences using AI-driven tools and collaborate with developers to implement them, ensuring sc