Principal Product Manager, Growth

Brightside Health

2d•Remote

About The Position

We are looking for a Principal Product Manager, Growth to set the strategy and own the execution of Brightside's direct-to-consumer growth funnel. Our most important growth bet of the next 12 months is diversifying our DTC acquisition mix across paid channels — today our acquisition is concentrated in a few paid channels, and to grow durably we need to scale paid social and other channels — which requires a principal PM who can think rigorously about how funnels should differ when intent, audience, and unit economics differ. This is a strategy-setting role. You'll define how the funnel and lifecycle evolve as the channel mix matures, decide where we invest and what we deprioritize, and bring leadership the highest-leverage growth product bets — not just execute against a roadmap someone else built. You'll report to the SVP of Product and partner most closely with our performance marketing and lifecycle marketing leaders, alongside design, engineering, operations, and data analytics. As the function scales, there's potential to grow into managing one PM within 6–12 months, splitting ownership of the funnel.

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.

Nice To Haves

Direct experience scaling paid social as a primary acquisition channel.
Prior work on healthcare consumer products, especially in mental health, primary care, or chronic-condition management.
Experience growing into a people-management role.
8+ years of product management experience, ideally in the healthcare field
Proven experience managing growth efforts including optimizing purchasing funnels and expanding into new sales channels. Past experience managing a variety of channels such as search engine marketing (SEM) and search engine optimization (SEO) is desirable.
Past experience leading new features through the full product lifecycle, from the conception & definition phase through design, implementation, and go to market.
Ability to flex between defining product strategy and dive into the details to enable effective execution.
Capable of working closely with designers, engineers, and data analysts to produce great work
Excellent communication and collaboration skills to work effectively with cross-functional teams
Detail-oriented mindset with a focus toward delivering high-quality product features across various audiences
Strong analytical skills with the ability to translate data into actionable insights
Ability to thrive in a flexible startup environment with significant autonomy

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. Secondary but real: improve the volume and conversion of referrals from partner and provider channels.
Build for the operations team, too. The funnel isn't just customer-facing. You'll partner with operations on the internal tools — admin UIs, dashboards, and workflows — that support member acquisition and activation behind the scenes.
Run rigorous experiments. Define hypotheses, design A/B tests, interpret results, and ship the wins. Our data and analytics foundation is strong; you'll use it well.
Partner with engineering to make the funnel dynamic. Core infrastructure isn't being rebuilt, but the funnel needs to become more configurable to support per-channel personalization. Engineering leads the build — you shape it.