Principal Product Manager, Growth
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Job Description
Principal Product Manager driving direct-to-consumer growth strategy at Brightside Health. Focused on scaling paid social and diversifying acquisition channels for mental healthcare.
Responsibilities:
- Diversify the DTC funnel.
- Define and execute the strategy for scaling paid social and other paid channels alongside our existing paid-search acquisition.
- Make Brightside resilient against single-channel concentration risk.
- Personalize the funnel by channel and intent.
- Lower-intent prospects from one channel shouldn't be treated the same as higher-intent prospects from another.
- Design differentiated creative, landing experiences, and — where the data supports it — different funnel flows for different audiences.
- Orchestrate the messaging journey alongside the funnel.
- Partner with lifecycle marketing to design and test the email and SMS touchpoints that move prospects through to conversion and activation — with the same channel-and-intent-aware lens as the on-site funnel.
- Conversion doesn't only happen on-site; it happens between sessions.
- Sharpen targeting on our largest paid channel.
- Replace today's more generic approach with tactics that differentiate by prospect CAC:LTV.
- Move from "more traffic" to "better-economics traffic."
- Lift partner and health-system referrals.
- Build for the operations team, too.
- Run rigorous experiments.
- Define hypotheses, design A/B tests, interpret results, and ship the wins.
- Partner with engineering to make the funnel dynamic.
Requirements:
- 10+ years of product management experience, with 5+ years owning growth, acquisition, or funnel optimization at a consumer subscription, marketplace, or healthcare company.
- A track record of setting product strategy at function or org level — making the calls about what to invest in and what to deprioritize, and defending those calls to executive stakeholders.
- Not just executing within a strategy someone else set.
- Deep performance marketing literacy.
- You've partnered with senior marketing leaders to scale paid search, paid social, and adjacent channels, and you can hold your own on creative strategy, audience segmentation, and attribution.
- Comfort thinking across the full prospect journey — on-site funnel and lifecycle messaging (email, SMS) — not just web.
- A track record of using segmentation and CAC:LTV reasoning to make product decisions sharper — not just analytical theater.
- Strong experimentation discipline.
- You've designed and shipped A/B tests at scale, and you know when not to test.
- Comfort building both customer-facing and internal-tooling features.
- You see operational leverage as part of growth, not a distraction from it.
- Comfort partnering with senior marketing leadership on channel strategy, including the judgment to push back where product evidence diverges from marketing intuition.
- Comfort operating in a regulated industry (healthcare, fintech, or similar) and engaging clinical, legal, or compliance stakeholders where relevant.
- Comfort with autonomy and broad scope at a Series C–stage company. You set your own priorities.
Benefits:
- A competitive salary
- Company equity / stock options
- Fully paid for comprehensive health care (medical, dental, vision)
- Pet Insurance
- Life Insurance & Short / Long Term Disability
- 401k Plan
- Unlimited PTO and sick leave
- Parental Leave
- Work remotely and whatever schedule works best for you
- Additional memberships and perks
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