Product Manager, Conversion Optimization at The Farmer’s Dog
New York City, NY, US

WHO WE ARE

The Farmer’s Dog exists to simplify giving every dog their best life. First up? Completely reimagining what pet food is, how it’s made, and how it’s delivered. We recently raised our Series B and are backed by the early investors of Warby Parker, Dollar Shave Club, Sweetgreen, and Glossier.

Our company was launched after our Co-founder, Brett’s, battle to cure the stomach issues of his Rottweiler, Jada. He quickly realized just how broken the commercial pet food industry was - even the “organic” and “natural” varieties proved to be heavily processed - and it was only when his vet recommended a fresh, home-cooked diet that Jada began to improve and was eventually cured. Through a combination of proprietary technology, and a lot of heart, our direct-to-consumer service was born.

Join The Farmer’s Dog team as we continue to figure out ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets.=

Only “dream job” applicants, please. #mustlovedogs

THE ROLE

We’re looking for an analytical and innovative Product Manager to lead and develop our on-site conversion and optimization efforts. You’ll be joining the Growth Team, which works to grow The Farmer’s Dog’s active customer base.

In the role, you’ll partner with teams across the business (CX, Brand, Operations, Design, Engineering) to build, deploy, test, iterate, and scale best-in-class site experiences that transform visitors into active subscribers that feed their pets The Farmer’s Dog for life.

This is an opportunity to build out a function and drive major impact. If you love multivariate experimentation, segmentation and personalization strategies then this role could be a perfect fit.

KEY RESPONSIBILITIES

  • Design personalized, effective strategies to address and alleviate any potential barriers to conversion.
  • Identify big ideas that move the needle on signups, trials, and active users, prioritize efforts, craft iterative roadmaps and clearly communicate objectives.
  • Use quantitative and qualititative data to deeply understand our customers’ pathways to purchase across all stages and mindsets of the on-site experience; use findings to identify opportunities to improve, and deploy strategies that optimize our user flows.
  • Design and run A/B and multivariate experiments for our primary site and landing pages.
  • Develop site features to encourage product trial, and evolve existing features to enhance the experience and convenience. 
  • Define a streamlined process for working with brand, design and engineering to bring solutions to life while ensuring quality.
  • Manage and maintain the conversion roadmap.
  • Build a best-in-class experimentation and optimization function, championing a data-driven, customer-centric culture that rapidly tests, measures and iterates towards our KRs.
  • Unlock the acquisition team by providing higher and higher CVR baselines and allow the retention team to be more effective through personalization with on-site data capture, balancing immediate conversion with longer-term expected LTV.
  • Own our event tracking, web analytics and testing tools (we use Split, Heap and Google Analytics).
  • Develop tools and dashboards and work closely with data teams to benchmark, measure and forecast metrics like conversion, recurring revenue and adoption of new features/products.

REQUIREMENTS

  • A proven track record in conversion for a direct-to-consumer or subscription business.
  • A customer-centric mindset and experience collaborating with engineering, design and brand.
  • You are hands on with customer data, focused on uncovering actionable insights and deeply familiar with tools to support conversion, personalization, and digital product efforts.
  • You are extremely comfortable with acquisition channels and understand how a channel impacts the customer mindset.
  • A proven track record building an experimentation roadmap and function, including multivariate and longitudinal tests.
  • You understand why a feature might be rolled out to search traffic vs Facebook traffic.
  • Prefer dogs to other species.

ABOUT THE GROWTH TEAM

We are responsible for new customer growth and designing incredible customer experiences that drive best-in-class retention.

We have five principles that describe our marketing approach:

  1. Holistic thinking: We know that nothing exists in a silo.
  2. Disciplined prioritization: We need to bring perspective, clarity and guidance to the team.
  3. Data-driven decision-making: We use first principles and are skeptical. We establish context.
  4. Proactive collaboration: We build vast common knowledge and encourage synchronous, streamlined work from our colleagues and diversity in problem-solving.
  5. Execute for impact: We are responsible for the growth of the business and the perception of our brand. We are resilient, accountable and relentless.