CRO Content Manager, AI-First

CRO Content Manager, AI-First

Dubai, UAE | Reports to the VP – Digital Experience & Conversion | Up to AED 594,000 (tax-free) total annual cash compensation

Base salary up to AED 45,000/month (tax-free) plus a monthly performance bonus of up to 10%, with comprehensive benefits included.

WHERE THIS ROLE CAN LEAD

CRO Content Manager

Senior CRO Content Manager

Head of Content

Career progression that takes 4-5 years elsewhere can happen in 1-2 years here for high performers.

Own the brand voice and conversion content engine for a $1Billion+ e-commerce brand. Build AI workflows that help your team produce stronger content, faster, and make a bold brand believable at the moment of purchase.

We've been AI-first since December 2023: You'll build and operate AI workflows across customer research, strategy, copy, creative briefs, quality checks, and experiment learning. You remain accountable for editorial judgment and final output.

Life at Puffy

Collaborate with the top 1% of global talent.

Hear directly from our team about what it’s like to build your career at Puffy.

Want to see more? Follow the team’s journey on Instagram: @PuffyCareers

About the Role

You'll own Puffy.com's brand narrative, voice, and conversion content strategy, with PDPs and landing pages as your first priority. You'll also guide brand voice and conversion messaging for email and social, working with the teams responsible for those channels. A CRO Copywriter will report to you.

This is a hands-on leadership role for someone who writes exceptional conversion copy, builds effective AI workflows, and can demonstrate commercial impact. You'll turn technical product features, customer concerns, and complex briefs into a simple, persuasive buying argument, deciding what to emphasise and what to omit.

Customers buy a high-consideration product online, often without trying it. Your content must resolve purchase concerns and make confident claims credible through relevant evidence and a clear buying argument for a US audience familiar with mattress marketing.

Build a repeatable content system that helps the team deliver better work with less rework. Make hypotheses explicit before testing and use supported findings to improve subsequent content.

Who You'll Work With

Meet the team you'd be working with, and what you'd work on together:

Yash Mehta

VP, Digital Experience & Conversion

Your Manager

You'll agree content priorities and measures of success, then bring him recommendations and results.

Carin Brink

CRO Copywriter

Your direct report

You'll guide her work through briefs, feedback, coaching, and a clear development plan, enabling her to use the team's AI workflows independently.

Karly Plata

Senior CRO Manager

One of two CRO Managers you'd partner with

You'll bring content hypotheses and copy to the experimentation roadmap and interpret findings together. The CRO team owns test design, implementation, statistical analysis, and the determination of results.

Kelly Moit

UI/UX Design Lead

Your creative partner

You'll own the message, hierarchy, and supporting evidence in the brief. Design owns visual execution and interaction design.

What You'll Own

Build and improve AI workflows across research, strategy, copy, briefs, quality checks, and experiment learning. Review briefs for gaps and conflicting requirements, and compare outputs from different AI tools to challenge recommendations and strengthen copy.

Maintain reusable instructions, source packs containing customer evidence and approved product information, and review standards. Equip your copywriter and cross-functional partners to use them independently.

Verify evidence and challenge AI outputs before publication, correcting factual errors, unsupported claims, weak reasoning, and generic copy while preserving brand voice. Define when further or legal review is required.

Own content strategy aligned with C-level objectives for revenue, customer acquisition, and brand authority. Use in-depth customer psychology, market, and competitor research to identify distinctive opportunities and anticipate purchase doubts.

Turn leadership mandates and ambitious concepts into actionable, testable, scalable campaigns with clear hypotheses and KPIs.

Own brand voice and the messaging framework across customer touchpoints. Personally write and refine conversion copy, with PDPs and landing pages taking priority.

Simplify technical features, customer concerns, and complex briefs into a clear benefit, relevant proof, and an obvious next step. Decide what to omit without losing material information or making misleading claims.

Pioneer content formats, data visualisations, and social proof that substantiate bold claims, address purchase doubts, and support conversion.

For email and social, provide brand standards, conversion messaging, copy, and briefs. Channel owners retain planning, deployment, and performance management.

Own content initiatives end to end, from strategy and creative development through cross-functional delivery, performance analysis, and reporting, within the agreed Content, CRO, Design, and channel ownership.

Bring content hypotheses and copy variants to the A/B and multivariate testing roadmap with CRO, with agreed success measures; retain ownership of the messaging rationale and words that ship.

Write actionable creative briefs covering the customer problem, message hierarchy, supporting evidence, and intended action. Partner with Design, Product, and Performance Marketing on delivery.

Interpret results with CRO, distinguish supported findings from assumptions or inconclusive outcomes, and apply learning to future content and workflows.

Report content performance using test results and channel data, explain the rationale behind recommendations, and secure leadership buy-in for major initiatives.

Lead and develop your CRO Copywriter through clear goals, performance metrics, coaching, feedback, and a development plan. Encourage innovative storytelling and conversion copywriting, ownership, and continuous improvement.

Track workflow adoption, output quality, delivery time, and avoidable rework. Improve recurring problems and reduce dependence on your direct involvement in every task.

What You Bring

Demonstrated AI workflow capability is the primary hiring gate. Show workflows you personally built and used, the inputs, outputs you improved, verification steps, and resulting gains in quality, speed, or business outcomes. Regular AI use alone is insufficient; candidates without this evidence will not progress.

Exceptional conversion copywriting and editorial judgment, supported by work that preserves brand voice, product accuracy, and substantiated claims.

Simplifying complex information: demonstrated ability to turn technical product features, customer concerns, and complex briefs into a simple, persuasive buying argument, including explaining what you omitted and why.

Proven content impact on business performance, with clear evidence of your personal contribution, measured results, and what those results establish.

6+ years of progressive content strategy and marketing experience, including at least 2 years directly managing and developing content teams.

Exceptional ability to translate abstract concepts, leadership mandates, and business goals into concrete creative strategies and execution plans.

A sharp analytical mindset with deep expertise in CRO, A/B testing methodologies, and web analytics tools, including prioritising opportunities and interpreting experiment findings with specialists.

Ability to build reusable working standards and coach others to deliver independently.

Flawless written and verbal English, with hands-on expertise in high-converting copy and high-level strategic documentation.

D2C e-commerce experience.

Understanding of US consumer psychology and messaging that overcomes purchase skepticism.

Your First 30 Days — Mapped Out For You

WEEK 1

— Land well

Complete Asana training, receive your AI-Native Starter Pack, and meet your manager, team, and partners. Get access to analytics and the CRO roadmap; review live content across PDPs, landing pages, email, and social, existing workflows, approved claims, and quality standards, including legal review.

WEEK 2

— Get the full picture

Review the customer journey, PDPs, landing pages, email flows, conversion data, messaging framework, and experiment history, including unsuccessful tests. Agree baseline measures for content quality, delivery time, review rounds, and rework; select the first improvements.

WEEK 3

— Start contributing

Develop your first content hypothesis and design brief. Pilot an AI workflow on the work, document its checks, and have your copywriter use it with your guidance.

WEEK 4

— Your first ship

Launch your first content test with CRO. Review the workflow pilot against the baseline, refine it, and share your early assessment of the messaging framework and next priorities.

Apply now, or email your questions to

Shreya Samtani

.

Talent Acquisition, Puffy

View LinkedIn profile

Advance in two years what takes five elsewhere. Wilson joined as a developer and now leads Development.

Work with AI in production—not experimentation. Every new hire gets an AI-native starter pack in week one: a prompt library, an LLM validation workflow, and AI applied to their actual work.

Work alongside people from Revolut, EY-Parthenon, Apple, Deloitte, and other high-performing organizations.

Where Our People Started, Where They Are Now

Real career trajectories from real team members.

This is what career acceleration looks like.

Wilson Ang

Solidity

Developer

2 Years

Head of Development

Rhogie Domingo

QA Analyst

3 Years

Head of QA

Our team includes alumni from some of the world's most competitive institutions and companies. When you join Puffy, you're joining colleagues who push each other to be better.

Rohit Singwal

Ex-Revolut IIT Bombay

Sumit Kumar

Ex-EY Parthenon

IIT Roorkee, IIM Bangalore

William Huertas

Ex-Spring Air, FXI

University of Massachusetts

Perform, Get Rewarded

Leaders Club

Top performers unlock Leaders Club — our premium tier that grants access to the UAE's 150+ best resorts, wellness clubs, gyms, and beach facilities.

Leaders Club opened a door I did not expect. I spend six days a week doing HIIT and strength training at whichever venue I feel like that day, across the UAE and internationally. Then I get to unwind with recovery sessions and pool days at luxury resorts. Staying active became easier, more enjoyable and part of my everyday life.

For me, receiving that recognition also changed how I think about giving recognition. It reminded me that people should know when the way they are contributing is making a difference.

I’ve used the membership for weekend stays at a resort in Ras Al Khaimah. What I value is that a proper break doesn't need annual leave or a flight — you check in on a Friday and come back genuinely reset.

On your own, a standard is something you hold. Leading, it’s something you hand over, and you find out it held even when you’re not in the room. Leaders Club is recognition of that impact for me.

Leaders Club feels special because it’s not something you apply for or ask to be part of — it’s something you earn. Being recognised directly by our CEO meant a lot to me. And beyond the recognition, it’s genuinely upgraded my life outside work too, from great fitness classes and trainers to some of the best beach clubs and wellness experiences in the UAE. One of my favourite memories so far was spending the day at the infinity pool with Burj views.

Raj KV

Accounting Manager

I’ve used the wellness membership as a way to stay active and make more time for my wellbeing. I appreciate the flexibility and easy access to options that fit into my routine and help me maintain a good balance between work, health, and personal time.

Himanshu Dhumal

Director of Marketing

For me, Leaders Club is both recognition and accountability. It made me more conscious of the standard I set for myself and everyone around me.

One part I value about Leaders Club is having a group of people across the business whose perspective I trust. It gives me people outside my immediate team to speak to when I want a different view on something.

Arman Gevorgyan

Manager

For me, the membership is most useful for the access it gives me to experiences around the city. It means I’m more likely to explore places I probably wouldn’t make time for as often otherwise.

Rosalle Macaspac

Organizational Effectiveness Manager

Six years at Puffy/RGG, and one of the first Leaders Club members when it started in 2024. The company has grown a lot since then, and the recognition has held its meaning throughout. That's what makes it feel earned rather than something that happened once.

Where You'll Work

Live and Work in Vibrant Dubai

Relocating to Dubai? Our office is a diverse and vibrant workplace of 65+ team members from more than 16 different nationalities, backgrounds and cultures.

Apply for any of our Dubai roles and enjoy:

No income tax — keep 100% of your earnings!

Flight to Dubai

Two-week hotel stay

Full relocation support

Annual flight home

Arthur Andreasyan, Puffy CEO, Founder & Forbes Council Member

Hi there,

If you're reading this, you're probably asking whether Puffy is the right place for your next chapter. I founded Puffy in 2017 after a simple question: "What would it feel like to sleep on a cloud?" That question became a business, and I wanted to build a company where ambitious people could grow with us.

That same mindset is why we became AI-first in December 2023, well before it became a standard way of working. We move quickly, stay relentless and hungry, question the usual way of doing things, and give people real ownership. We believe a focused team can outperform much larger companies. What matters here is the quality of your work, the decisions you make, the problems you solve before anyone asks, and the impact you create.

If you join us, I'll expect a lot from you, and I'll make sure you have the trust, context, and support to do meaningful work. If that kind of challenge excites you, I'd be glad to have you build Puffy with us.

Looking forward to working with you,

ArthurA

Arthur Andreasyan

Puffy CEO, Founder & Forbes Council Member

A Fast , Transparent and Skills-First Hiring Process

While many companies today won’t let you get your foot in the door if your CV isn’t polished enough, we prefer to see what you can do first. At Puffy, we support equal opportunities and a structured, skills-first hiring process.

3-phase process, as quick as 7 business days.

Note: Our process is 100% free. We never use third-party agencies or ask for payment.

1

Skill-Based Assessment

YOUR TIME

Up to 60 min total

OUR RESPONSE

Within 2 business days of completing both parts

Show how you think and apply your skills in two parts:

Part 1: Role-Based Questions

Up to 30 minutes · Without AI

Part 2: Practical Case Study

30 minutes · AI encouraged

Your reasoning and final decisions should be your own.

2

Hiring Manager

Interview

45-60 minutes

Within 2-3 business days after your interview

Discuss your experience, approach to the Practical Case Study and use of AI with the hiring manager.

Learn more about the role, team and expectations.

3

Final

Around 30 min

Within 2 business days after your interview

Discuss how you work, what motivates you and the practical details of joining, including location, compensation expectations and availability.

Receive a decision within 7 business days

From application to a clear yes or no, either way.

9/10

Candidates

Would recommend applying here

Based on 1,196 candidate responses

Questions?

We’ve Got Answers

Can you tell me more about Puffy's benefits?

Puffy knows that happy, healthy employees do good work. Here’s a list of full benefits in addition to the highlights mentioned above:

Learning and development support (we pay for courses you need to upskill)

Career progression opportunities — you grow as we grow

Up to 10% monthly performance bonus

Commitment to diversity and inclusion

Merit-based progression and achievement recognition

State-of-the-art tech and tools

Team life insurance coverage

Annual flight home (Dubai roles)

Generous annual leave entitlement (vacation, sick leave, parental, maternity, study leave), in addition to public holidays

Free catered lunch for the

entire team on Fridays

Kitchen restocked daily with healthy

snacks, fresh fruits, and beverages

Regular social activities and events

Monthly Puffy leader awards to

recognize achievement

Puffy product discount of up to 50%

for employees and eligibility for a

free Puffy mattress after 1 year of service

Why do I have to take an online test if I have the relevant skills and experience?

After a successful application review, we invite selected candidates to our online skills test. It's a consistent, structured way for you to demonstrate your skills, assessed against the same criteria as every other candidate. It’s also a great way for you to see if our work is the right fit for your ambition. Candidates who pass the assessment move to Phase 2, the case study challenge.

Is there an expiry date for the online test? When do you expect me to complete the online assessment?

The invitation link for the online test only expires once the position is filled. However, our hiring process moves quickly, so we highly recommend you complete it as soon as you can.

Please note these important details:

Session Time: Once started, the test has a 4-hour inactivity timer before it auto-submits your answers.

Returning Candidates: If you applied for this same role within the last 6 months, our system may use your previous assessment score. In this case, you may be taken directly to a confirmation page.

Top Tip: The invitation email may go to your spam or junk folder, so please check there if you haven't received it.

If you still encounter any issues, please reach out to us at [email protected] .

Does Puffy offer flexible or remote working arrangements?

Our goal is to create the optimal environment for you to do your best work. Our approach is tailored to the focus of each role:

Dubai Hub (On-site): Our Dubai office is our hub for deep, in-person collaboration. All roles here are on-site to help our teams move fast and innovate together.

North Hollywood Hub (On-site): Our North Hollywood office brings teams together for close, in-person collaboration. Roles based here are on-site to support fast decisions, strong teamwork, and shared momentum.

Remote US: Some roles are designed to be fully remote across the US, giving us access to exceptional talent while keeping teams closely connected and aligned.

Remote Global: Selected roles are open globally, allowing us to bring exceptional people together regardless of where they are based.

Not every position is available remotely. You’ll always find the location and working arrangement clearly stated in the job posting, whether the role is based in Dubai, North Hollywood, Remote US, or Remote Global.

Visit our main site: Puffy.com

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