Product Leader

iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey.

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.

• 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.

• 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, pa