Product Manager, Conversion Optimization

| Greater NYC Area

WHO WE ARE

The Farmer’s Dog was created to radically improve the $90 billion global pet food industry — starting with a subscription service that sends freshly-made food directly to customers’ doors. Long term, our aim is to simplify every part of pet care, bettering the lives of the animals who make our lives better. We recently raised our Series B and are backed by early investors of Warby Parker, Dollar Shave Club, Sweetgreen, and Glossier.

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.

#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. 
  • Generate documentation including stories and acceptance criteria around product strategy and feature requirements.
  • 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
  • 3-4 years of product management experience in an Internet company
  • A customer-centric mindset and experience collaborating with engineering, design and brand.
  • You are highly analytical and hands on with customer data, focused on uncovering actionable insights and deeply familiar with tools to support conversion, personalization, and digital product efforts. Experienced in SQL and/or Looker.
  • You are extremely comfortable with acquisition channels and understand how a channel impacts the customer mindset. You understand why a feature might be rolled out to search traffic vs Facebook traffic.
  • A proven track record building an experimentation roadmap and function, including multivariate and longitudinal tests.
  • Proficient in user research techniques.
  • 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.

PERKS & BENEFITS

  • Brand new dog-friendly office in Greenwich Village (complete with free-roaming friendly dogs)
  • Comprehensive Healthcare, Dental, and Vision
  • Flexible PTO and WFH policy
  • Discounted fresh food for your pup
  • Fresh breakfast, snacks and coffee for the humans
  • Strict daily belly rub quota

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Technology we use

  • Engineering
    • JavascriptLanguages
    • ReactLibraries
    • ReduxLibraries
    • Node.jsFrameworks

Location

The Farmer's Dog is located in the heart of Greenwich Village right by Washington Square Park and NYU!

An Insider's view of The Farmer's Dog

What’s the vibe like in the office?

It's so refreshing to be able to walk into my job knowing that I'm truly making a difference. Every person on our team believes in our product and mission, so motivation and passion comes organically. Did I mention that our office is full of dogs?

Matt

Customer Experience

What projects are you most excited about?

We are changing the way people think about pet food by delivering fresh, healthy meals for dogs in personalized meal plans. Supply chain is exciting because it's basically the key differentiating factor for how we can be the most cost efficient, really impact the consumer experience for the better, and always make sure the dogs get fed.

Sana

Head of Operations

How does the company support your career growth?

I feel a crazy opportunity to grow my career the way I want to at The Farmer's Dog. We are encouraged to take risks and are surrounded by genuine, loving, and compassionate people. The culture is supportive of both dog and human health and wellness, and I love that I get to help dogs live longer lives with my dog, Emmy, by my side.

Adrian

Growth Manager

What is your vision for the company?

The Farmer's Dog is on a mission to change the way people think about feeding their pets. Our goal is to educate & give people the tools to give their pets the healthiest diet. We believe that once the world is educated about fresh food, people will stop feeding their pets processed food and the life expectancy for the entire species will increase.

Brett

Co-Founder & Head of Community

What does your typical day look like?

As CEO, I spend my days making the hard decisions, hiring the best people, protecting the team, and making sure the company is financially sound. I also get to choose which dogs are allowed in the office (all of them).

Jonathan

Co-Founder & CEO

What are The Farmer's Dog Perks + Benefits

The Farmer's Dog Benefits Overview

Brand new dog-friendly office in Greenwich Village
Discount on TFD food for your pup!
Comprehensive Healthcare, Dental, and Vision
Unlimited vacation & sick days
Flexible work-from-home policy
Team outings, coffee always brewed fresh, and a strong snack game (avocado toast always)

Culture
Partners with Nonprofits
We love partnering with rescue organizations, adoption centers, and other organizations who are as passionate about dogs and dog people as we are.
Friends outside of work
Eat lunch together
Whether we're ordering in, going out, or bringing our own, we take lunch seriously.
Team owned deliverables
Group brainstorming sessions
We love a good offsite and have regular all-hands meetings led by the co-founders.
Open office floor plan
Health Insurance & Wellness Benefits
Dental Benefits
Vision Benefits
Health Insurance Benefits
Retirement & Stock Options Benefits
Company Equity
Vacation & Time Off Benefits
Unlimited Vacation Policy
Paid Holidays
Paid Sick Days
Perks & Discounts
Casual Dress
Commuter Benefits
Company Outings
Stocked Kitchen
Some Meals Provided
Happy Hours
Pet Friendly
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