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Product Manager, Growth
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Craftsy enables passionate crafters around the world to learn from expert instructors on their own schedules and in the comfort of their own homes. Since its launch in June 2011, hundreds of thousands of students from more than 200 countries have enrolled in Craftsy classes, paying an average price of $25 - $49 per class.
Craftsy produces engaging, interactive online classes in quilting, sewing, knitting, cake decorating, paper crafts, jewelry making, and more. Each class is taught by an acclaimed instructor and is comprised of several hours of HD-quality video content. The Craftsy online learning platform features proprietary technology that seamlessly blends video lessons and discussions together, allowing students to easily interact with their instructor and classmates. Students can start and stop a class at any point, repeat important sections, and easily pick up where they left off, allowing them to learn on their own schedule and at their own pace. Access never expires, so students can always refer back to the content until they have the lessons mastered
Craftsy produces engaging, interactive online classes in quilting, sewing, knitting, cake decorating, paper crafts, jewelry making, and more. Each class is taught by an acclaimed instructor and is comprised of several hours of HD-quality video content. The Craftsy online learning platform features proprietary technology that seamlessly blends video lessons and discussions together, allowing students to easily interact with their instructor and classmates. Students can start and stop a class at any point, repeat important sections, and easily pick up where they left off, allowing them to learn on their own schedule and at their own pace. Access never expires, so students can always refer back to the content until they have the lessons mastered
We’re looking for a highly analytical, self-directed, and results-driven web product leader to help attract and activate new members on Craftsy. This includes understanding buyer activation strategies and conversion funnels, identifying opportunities for growing traffic and improving conversion, and engaging with business stakeholders to continuously test, improve, roll-out and optimize acquisition flows and features.
As our Product Manager, Growth you will:
- Lead strategy and execution of technical initiatives to grow membership via improved conversion rates, effective onboarding flows, and honed funnels for each member acquisition channel.
- Collaborate with Engineering and Marketing teams to define, prioritize and execute a roadmap of tests and features designed to acquire and activate new members through online channels.
- Manage development process from end-to-end – from understanding customer and business needs to working with Designers and Engineers to define, implement and QA an initial solution, to analyzing results and iterating.
- Maintain expertise in user needs and behaviour by analyzing data and competitive sites, and applying insight from functional business teams (e.g. Marketing, Category Management, Customer Support) to continuously push for better results.
- Analyze and interpret data from diverse sources including site data, qualitative and quantitative user research to identify gaps and opportunities.
Your background and experience will likely include, but are not necessarily limited to the following:
- Proven track record of A/B or multivariate testing, optimizing onboarding experiences, and quantitative measurements to guide user acquisition and activation approaches.
- Demonstrated success collaborating with creative and engineering teams.
- 3+ years experience with hands-on product execution.
- Proven analytical skills and enthusiasm for data-driven decision making, with a preference given to candidates with a knowledge of SQL.
- History (from startups or other experience) of accomplishing a lot, quickly, with limited resources.
- Prefer a candidate whose resume indicates he/she has excelled amongst an elite peer group.
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