Growth Product Leader

ABOUT THE ROLE

iFIT is building its next generation subscription product, and the Growth Product Leader owns the funnel. You are accountable for every step between a new visitor and a paying, retained member: activation, onboarding, trial to paid, free to paid, referral and viral growth, and in product save flows. You lead a small team of product managers and analysts and run the Growth lane of the single product backlog.

You report to the Head of Product and partner daily with the Chief Subscription Officer on offer economics, with Marketing on acquisition, with Retention on save flows, with Design on growth surfaces, and with Analytics, who hold the experiment gate.

WHAT YOU WILL OWN

• Paywall and plan surfaces. Own the paywall and plan presentation surfaces. Pricing, plans, and packaging remain with the CSO.
• Trial to paid and free to paid. Decide the product experience that converts trials and free users to paid members. Work with the CSO, who sets offer economics and pricing, and with Retention on offer strategy.
• Paid subscriber Conversion. Own the number of visitors, trial users, and free users who become paid subscribers. Set the targets, decide the experience from first session to checkout, and run the experiments that lift conversion.
• Activation and onboarding. Decide the activation and onboarding experience and own onboarding conversion.
• Referral growth. Make the final call on referral and viral growth mechanics.
• Product led growth. Own product led acquisition strategy and the product levers behind organic and App Store growth. Marketing decides overall acquisition, paid, and brand. You decide the product experience.
• In product save flows. Own churn related in product save flows and the lifecycle programs they feed, in partnership with the Head of Retention, who owns the retention number.
• Growth roadmap and experimentation. Own the Growth roadmap, PRDs, and backlog lane. Run Growth A/B tests through the Analytics experiment gate, where no test ships without methodology sign off.
• Partner driven acquisition. Own the product experience of partner driven acquisition, working with the Partner Product Leader.

HOW YOU DECIDE

• Decides - Activation, onboarding conversion, trial to paid, free to paid, referral growth, and the Growth roadmap and PRDs, paid subscriber conversion.
• Consulted on - Paid acquisition, Core engagement features, retention lifecycle programs, design system standards, and UX research.
• Measured by - Analytics, which owns KPI definitions, cohorts, and LTV and CAC.
• Does not own - Pricing and offer economics (CSO). Overall acquisition, paid, and brand (Marketing). The retention number (Retention). Engagement outcomes (Core).

WHAT SUCCESS LOOKS LIKE

• Substantial revenue and subscriber growth.
• Efficient marketing funnel driven by the product.
• Building the #1 app in Fitness
• Best in class onboarding conversion, activation rate, trial and paid conversion, CAC, and save rate.
• A steady, well run experiment cadence with documented learnings and clear readouts.

WHAT YOU BRING

• 8 or more years in product, with 3 or more years leading growth for a consumer subscription or mobile product. Senior Director candidates bring 12 or more years and experience leading multiple teams.
• Proven record of moving funnel metrics through experimentation: onboarding, paywall, trial, and conversion.
• Strong command of subscription metrics: LTV, CAC, cohort retention, and conversion funnels.
• Experience managing and developing product managers and working closely with analysts.
• Skill working across Marketing, Design, Engineering, and Retention without owning their budgets or roadmaps.
• Direct communication and a bias for shipping, measuring, and iterating.

NICE TO HAVE

• Experience in fitness, health, wellness, or content driven consumer products.
• Experience with AI driven personalization in onboarding or conversion.
• Experience with referral programs, partner distribution, or App Store optimization.

DISCLAIMER

Compensation may vary based on the job level, your geographic work location, position incentive plan, and exemption status. 

Although we currently may consider hiring in the states listed below, not all positions are available in all locations, and work in a particular state is not guaranteed. Current list of states where iFIT may consider hiring: AK, AL, AR, AZ, CA, CO, CT, FL, GA, ID, IL, IN, KS, KY,  LA, MA,  MD, MI,  MN, MO, MS, NC,  NH,  NJ, NV,  NY, OH, OK, OR, PA,  RI, SC,  SD, TN, TX, UT, VA,  WA, WI,  WY. 

Subject to applicable state laws, your employment at iFIT is "at-will".  At-will employment means that you and the company each have the right to terminate the employment relationship at any time for any cause or for no cause at all. 

Pay Range: 180000 - 200000 USD