Product Manager (Web Onboarding)

Flo; Greater London; Hybrid; GBP 70,000 - 100,000; Full time

Benefits offered by this job

Employee ESOP participation

Parental leave: 1 month paternity, 6m+

Learning & Development budget

25 days holiday (+2 days for VP+) and

Sick leave: 30 days

Job summary

Flo is seeking a Product Manager – Web Onboarding to own and optimise web onboarding funnels, driving conversions, revenue and lifetime value across paid and organic channels in the UK. You’ll partner with Growth Marketing, Design, Engineering and Analytics to ship high-impact experiences that welcome millions of potential subscribers to Flo.

You’ll develop new onboarding experiences from scratch and continuously optimise existing funnels through experimentation, personalisation and

Qualifications

• Proven experience in B2C product management, ideally within a high-growth consumer subscription, e-commerce or digital product business.
• Strong analytical mindset with hands-on experience in funnel analytics, experimentation and interpreting performance metrics.

Responsibilities

• Own the product roadmap for Flo’s web onboarding funnels, driving improvements in conversion, revenue and customer lifetime value.
• Develop and launch new web funnel experiences from scratch, identifying opportunities to engage new audiences and convert visitors into paying subscribers.
• Continuously optimise existing funnels through experimentation, improving every step of the user journey from landing pages to paywalls and checkout.
• Collaborate with Design, Engineering and Analytics to turn growth opportunities into high-quality product experiences.
• Identify opportunities to improve acquisition economics through higher conversion rates, stronger monetisation and higher lifetime value.

Skills

Web onboarding funnels

A/B testing

Funnel analytics

Growth marketing

Monetisation

Cross-functional collaboration

Prioritisation

Data-driven

Ownership

Pricing/paywalls

Job description

• As Flo continues to scale globally, we’re looking for an ambitious and commercially minded Product Manager – Web Onboarding to help accelerate our growth by building and optimising high-performing web acquisition funnels. This is an opportunity to work at the intersection of Product, Growth Marketing and Monetisation, shaping how millions of potential users discover Flo, understand its value and become paying subscribers
• You’ll take ownership of developing new web onboarding experiences from the ground up, while continuously optimising existing funnels to maximise conversion, revenue and customer lifetime value. From user journeys and personalisation to pricing, paywalls and experimentation, you’ll have the autonomy to identify growth opportunities and turn them into measurable business results. Working closely with User Acquisition, Design, Engineering and Analytics, you’ll play a critical role in unlocking new opportunities to scale paid marketing channels, including Meta, Google and TikTok. This is a unique opportunity to combine the speed and experimentation culture of a high-growth business with the scale and impact of one of the world’s most successful consumer health platforms
• Own the product roadmap for Flo’s web onboarding funnels, driving improvements in conversion, revenue and customer lifetime value
• Develop and launch new web funnel experiences from scratch, identifying opportunities to engage new audiences, communicate Flo’s value proposition and convert visitors into paying subscribers
• Continuously optimise existing funnels through experimentation, improving every step of the user journey, from landing pages and onboarding questions to paywalls and checkout
• Explore new approaches to funnel design, personalisation and user segmentation to create compelling experiences tailored to different audiences and acquisition channels
• Own the monetisation strategy for your funnels, including pricing, subscription plans, paywall experiences, promotional offers and other conversion levers
• Identify and prioritise opportunities to maximise revenue, revenue per visitor and customer lifetime value while maintaining a strong customer experience
• Develop and execute a high-velocity experimentation roadmap, using A/B testing, customer insights and performance data to deliver measurable growth
• Take accountability for funnel performance, continuously monitoring key metrics and translating insights into clear product priorities
• Work closely with User Acquisition and Growth Marketing teams to develop funnel experiences that maximise the performance and scalability of paid acquisition campaigns across Meta, Google, TikTok and other channels
• Collaborate on new audience segments, messaging, value propositions and acquisition strategies, ensuring alignment between advertising campaigns and the user experience
• Identify opportunities to improve acquisition economics through higher conversion rates, stronger monetisation and better customer lifetime value
• Partner with Marketing to test new growth hypotheses and unlock additional opportunities for profitable customer acquisition
• Lead a cross-functional product squad, working closely with Design, Engineering and Analytics to turn growth opportunities into high-quality product experiences
• Use quantitative and qualitative insights to understand user behaviour, identify friction points and develop effective solutions
• Balance rapid experimentation with strategic thinking, ensuring short-term optimisation efforts contribute to long-term sustainable growth
• Collaborate with other Product, Payments, Marketing and Legal teams to ensure seamless customer journeys and commercially effective, compliant experiences

Benefits

• Participation in Flo’s success: We firmly believe every employee contributes to the company’s growth and its future success. All employees are eligible to participate in Flo’s Employee Share Ownership Plan (ESOP) and be awarded equity to participate in the long-term value creation of the business
• Family benefits: We know having a baby can be a big transition for the family, so we’re proud to offer 1 month fully paid paternity leave to be there and bond with your baby and 6 months of fully paid maternity leave, with a $5000 bonus on your return to work to help you settle into this new chapter of your life. (Depending on your country there may be additional options for parental time off and shared parental leave beyond the early days)
• Resources you need to thrive: At Flo you will have access to internal and external learning resources and tools to challenge your knowledge and push yourself further every day. We support career progression from within through personal development plans and dedicated Learning & Development budget to help you thrive
• Holiday and sick leave: It’s important to take time off to recharge and spend time with family and friends. We offer 25 days (28 for vice presidents and above) paid holiday in addition to the local public holidays and 30 days fully paid sick leave per year
• Flexible workplace: We want to provide a setup that gives our employees the flexibility they need, while also getting important face to face time with the team. With this in mind, we encourage teams to spend 2 days/week in the office.

Our popular Workation policy also allows you to work from anywhere for up to 2 months a year

Strong understanding of paid user acquisition, including how channels such as Meta, Google and TikTok interact with landing pages, onboarding experiences and conversion performanceA proactive, entrepreneurial mindset, with a strong sense of ownership, curiosity and a willingness to challenge assumptions and move quicklyProven experience in B2C product management, ideally within a high-growth consumer subscription, e-commerce or digital product businessHighly analytical and data-driven mindset, with hands-on experience in A/B testing, funnel analytics, experimentation and interpreting performance metrics to make product decisionsStrong cross-functional collaboration skills, with experience working closely with Engineering, Design, Analytics and Marketing to deliver impactful product improvementsExcellent prioritisation and problem-solving skills, with the ability to identify high-impact opportunities, make decisions under uncertainty and balance multiple competing initiativesHands-on experience building and optimising web acquisition or onboarding funnels, with a track record of improving conversion rates and delivering measurable business impactExperience developing new funnel experiences from scratch, from identifying opportunities and defining hypotheses to launching, measuring and iterating on new productsStrong commercial acumen, with an understanding of acquisition economics, revenue optimisation, customer acquisition costs and lifetime valueStrong understanding of product growth and monetisation, including conversion optimisation, pricing, paywalls, subscriptions and customer lifetime value