Product Manager - Growth - 6 month contract
Product, Sales & Business Development
Richmond, VA, USA
Who are we?
Hi, we’re Tails.com – we turn good days into great years for dogs and their humans.
We're working towards longer lives for millions of healthy, happy dogs by providing tailored nutrition that adapts to each dog’s unique needs. It all starts with a few simple questions about their age, breed, zoomie level and tastebuds. From there, owners can create a personalised meal plan that's delivered to their door every month. No guesswork, no overwhelm. Just exactly the right care for every dog, every day. It's pretty clever stuff.
As a certified B Corp, being a responsible business is built into how we work – upholding high social and environmental standards to create better walkies for generations to come.
Now, we’re cooking up big plans. Having created an entirely new category in dog food, we have the backing of Purina – one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards these same goals (and a bunch of very smart office dogs, all working on their own thing).
Job Title
Product Manager - Growth
Reporting of the role
Senior Product Manager
Overview of the job
Create product-led growth by crafting compelling acquisition and conversion experiences that introduce dog owners to our proposition and set them up for success from day one.
3 best things about the job
The consultation flow is how every customer meets Tails.com and lands on a plan. High traffic, high stakes, highly measurable, so your experiments move real numbers in weeks, not quarters.
You'll partner with marketing to turn a great first impression into committed sign ups. Impactful cross functional work, sharing our value with prospective customers and persuading them to buy,
We're here to give dogs longer, healthier, happier lives through better food. The whole company moves as one to do the best for our customers and their dogs
Measures of success – In the first few months, you would have:
Got under the skin of our sign-up experience and the metrics behind it, so you know where customers hesitate, where we lose them and where the biggest opportunities sit.
Shipped your first experiments on the consultation flow and started building a picture of what moves on site conversion, learning fast from what works and what doesn't.
Built a strong working relationship with marketing and made a contribution to our discovery pages, so the story a customer meets first lines up with the experience they get next.
Formed a clear point of view on our value proposition and messaging, backed by evidence, and started turning it into changes customers actually see.
Product Management Team
Join Product Management at Tails.com, and you’ll be right in the midst of the action – working with people across the company to create product experiences that delight our customers. We work in highly collaborative cross-functional squads, bringing together engineers, designers, delivery managers, researchers, data analysts and whoever else we need to get the work done. We’re curious. We juggle many things at once. We balance a customer mindset with a commercial one, always looking for outcomes. To really thrive here you’ll be open to feedback, eager to learn, and quick to adapt.
Sound like a team you want to join? Here’s how you’ll make a difference:
The role
As the Growth Product Manager you'll help dog owners understand our offer and welcome them to Tails.com so that customers are set up for success in their first few months with us. You’ll do this through compelling discovery pages and a best in class sign up experience.
This role would best fit a PM who has a background in or experience of product-led growth and/or conversion journeys, cares deeply about creating compelling customer experiences, understands the economic levers of a subscription model, and is passionate about balancing customer and commercial value.
You will be responsible for:
Delivering high-impact initiatives within your product area, ensuring alignment with business and customer outcomes.
Collaborate with stakeholders across your squad, including engineers, designers, and delivery partners, to keep work aligned and moving.
Drive cross-functional collaboration within your squad, helping translate technical complexity to maintain clarity and momentum.
Champion high standards within your squad, supporting your team in delivering effectively.
Resolve prioritisation challenges and unblock progress within your squad, escalating broader stakeholder conflicts to your Squad Lead and manager as needed.
Use agile methodologies and an experimentation mindset to quickly learn what works and why, deliver value sooner for pet owners, and iterate compelling digital experiences.
Contribute to the strategic direction of the product area.
Shaping the Growth product roadmap in collaboration with your manager and cross-functional teams spanning product design, engineering and marketing.
Identify and prioritise improvements to conversion, satisfaction, and cohort value within your product area.
Champion customer needs through data analysis and insights, ensuring insights inform physical, digital and technical solutions.
Contribute to the definition of customer outcomes and metrics using OKRs, in collaboration with your manager, squad and key stakeholders.
Track, monitor, and report on key product metrics, keeping stakeholders informed of progress against goals.
Work closely with your Product Designer and Squad Lead to refine the product backlog, ensuring alignment with business goals and user needs.
Continuously review and clarify backlog items to maximise customer value and alignment with overall performance and strategy.
Identify and validate new features through user research, market insights, and prototyping.
Shape clear, actionable tickets with defined user stories, acceptance criteria, technical context, and feasibility to support efficient delivery.
What you will need:
Experience running embedded squads
Experience working with cross-functional teams, including engineering, design, data and marketing, to define and deliver customer-centric roadmaps.
Experience contributing to product-led growth initiatives in D2C or ecommerce environments, with a solid understanding of funnel metrics from acquisition through to conversion.
Skilled in scoping and launching experiences and features that align customer needs with commercial goals and broader company strategy.
Able to translate opportunities into clear goals and action plans for your squad.
Operates with a test-and-learn mindset, using rapid iteration to deliver measurable outcomes.
Proficient in product discovery techniques, from A/B testing to customer prototyping and continuous feedback, to drive both customer empathy and commercial insight.
Brings a passion for product-led performance, design, and systems thinking, and creative, outcome-focused solutions.
Comfortable driving progress in ambiguous, fast-paced contexts.
Even better if you have:
Experience in scale-up environments.
Background in subscription-based services, ideally involving physical product delivery.
Knowledge of the pet, nutrition, or wellness categories.
Hands-on experience with performance marketing, including lead generation, referrals, and their impact on digital growth and conversion.
A few of our core benefits include:
Private Healthcare through Aviva
A 9 day fortnight - our office is closed every other Friday!
25 days of Annual Leave and 8 additional remote working days
For more information on our benefits, perks and what makes us unique, please visit our website here
What’s next?
If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you! If you’re unsure whether you fit our criteria exactly, please get in touch anyway. And because we believe that diverse teams perform better, we’d especially love to hear from you if you’re from an under-represented demographic.
Here’s a taster of how our recruitment process works:
Once you have applied your CV will be reviewed by the Talent Acquisition Team.
If selected, you will then have a call with the TA Team who will tell you more about us and the role, as well as learning more about your skills and experience.
Should you be successful, the next stage will be a video call with the hiring manager.
If successful, you will be invited to present a portfolio back to a panel of interviewers.
The final stage is a video call with some of our leadership team.
Our Commitment
We’re proud to be an active equal opportunity employer. We want to give everyone a fair chance to join us in changing the world of pet food for good. We do this by conducting a structured recruitment process for all candidates, as well as actively promoting our roles to communities that are under-represented at Tails.com.
During your interview process you’ll meet some of our team with varying levels of responsibility and experience. We want to give every candidate a fair interview process and if you need any reasonable adjustments made, please let us know.