Performance Outcomes 

Onboarding and Activation 

• Own onboarding and activation from day one through the first six months, across every product a member has access to — LegalShield, IDShield, and the bundled experiences that increasingly connect them.  

• Map the journey in detail: initial setup, first value moment, habit formation, and the natural discovery of additional services within the member's existing subscription.  

• Design onboarding paths that reflect how different member types actually get value from us, moving away from a single default flow toward starting points appropriately personalized to the member.  

• Design and ship the in-product experiences that guide members through profile setup and toward their first meaningful value moments: checklists, empty states, contextual tooltips, progress indicators, and in-app guidance.  

Revenue Expansion and Lifecycle Moments 

• Drive and expand revenue with existing members through re-engagement, cross-sell, upsell, and product bundling.  

• Identify and close revenue-leakage points across the member lifecycle. Aging-out of parents' plans is the first concrete example; life-stage triggers from data we already collect but do not yet act on is the next.  

• Build the pipelines and next-best-action infrastructure so lifecycle campaigns and in-product suggestions run off shared member data.   

Offboarding and the Account Surface 

• Own the offboarding user experience and the account settings surface.  

Operations 

• Own outcomes, not output. Every release is a hypothesis you validate, and every launch is measured a few weeks in. "We shipped it" is not the story you tell, what happened afterward is.  

• Run a high-velocity experimentation program. Form explicit hypotheses, structure A/B tests across onboarding steps and upsell/cross-sell surfaces, compounding learnings into a clear three-to-six month roadmap.  

• Define activation, retention, and lifecycle metrics for your surfaces and own the instrumentation to track them: cohort analysis, time-to-first-value, milestone completion rates, drop-off points, and feature adoption depth.  

• Partner deeply across engineering, design, data, lifecycle marketing, finance, provider services, and compliance. Anticipate stakeholder concerns and address them before you need to.  

• Mentor other PMs on the team as you work to raising the bar on product craft around discovery, experimentation, and outcome ownership.   

Education, Knowledge, and Experience 

EXPERIENCE  

• 5–8 years of product management experience, with at least some of it on a consumer or self-serve subscription product where you owned a funnel, a growth metric, and/or a revenue line — not just a feature area.  

• A demonstrable track record shipping onboarding, activation, lifecycle-triggered, upsell, cross-sell, or subscription retention product work, and moving the metrics that come with it.  

• Hands-on experience owning onboarding, activation, or early lifecycle product work, with measurable successes and failures you can talk through in detail.  

• Direct experience with D2C subscription products, digital consumer growth funnels, and best-in-class onboarding and gamification mechanics at scale.  

HOW YOU THINK AND WORK  

• Revenue-driven mindset. You frame problems as "how do we drive revenue" first, not "what should we build."  

• Data-driven operator. You pull your own queries, design your own experiments, and change your mind when the numbers tell you to. Fluent with product analytics.  

• Deep understanding of experimentation frameworks and metrics-driven decision-making including A/B testing, cohort analysis, LTV, ARPU, conversion, and retention.  

• Solid grasp of subscription economics; financial-modelling instincts strong enough to sit in plan-economics conversations and be useful, without needing to replace Finance.  

• Structured thinking that holds up under pressure. Customer psychology instincts enable you think about why members behave the way they do, not just what they do.  

• Enough technical depth to have meaningful conversations with engineers on architecture and tradeoffs.  

• AI-native working style. You use AI tools day-to-day in your own workflow, you have a point of view on where AI meaningfully changes the member experience, and you can partner with engineering to build AI into the core of what we ship.  

FLSA Status 

Exempt 

Physical Requirements/ Work Environment  

Employee must be able to sit or stand for long periods of time, with the physical ability to work at the computer or other sedentary tasks for long periods of time. Employee can conduct duties discreetly and impartially. If working remotely, employee is able to work in a space that allows them to effectively complete their job tasks, including having reliable internet connectivity and the ability to participate effectively while on phone and video calls. Employee has regular and predictable attendance and punctuality. Occasional travel may be required, which could be via airplane and/or motor vehicle, depending on location.