Director of Product Management, Growth

About Bobbie

Bobbie is creating a parenting culture of confidence, not comparison. And it starts with how we choose to feed our babies. We crafted our European style infant formula with purposefully sourced, organic ingredients to give parents a product they are proud to feed their babies, direct to their doorstep. Bobbie is proud to be the only US formula that is designed to meet both FDA and EU standards. 

Although 83% of parents turn to formula in the first year of their baby’s life, this is the silent majority that is often shamed for not being able to exclusively breastfeed. Co-founded by two moms and created by a team of mom scientists, nutritionists, pediatricians, and lactation consultants, the Bobbie team knows first hand that there is no one size fits all for feeding. With Bobbie, we hope you can Bottle Boldly.

The Role

As a core member of our Growth team, the Director of Product Management, Growth sits at the intersection of data, UX, and growth, responsible for conversion rate optimization–improving how visitors move through our site, increasing conversion rates, and ensuring our digital storefront communicates trust and clarity at every step.

You have a strong background in product management, and you’ll drive the roadmap for conversion rate optimization (CRO), own our testing pipeline (from hypothesis to implementation), and work closely with Growth, Brand, and Platform to turn insights into measurable growth.

What you will accomplish: 

• Own the Conversion Funnel: Analyze site performance and identify friction or drop-off points to continuously improve the customer journey from landing page to checkout. 
• Drive Subscriptions: Drive subscriber acquisition through optimized conversion funnels, landing pages, and checkout experiences
• Upsell to improve AOV: Implement personalization engines for product recommendations, upsells, and cross-sells
• Translate Data into Action: Collaborate with Analysts and Growth Marketers to uncover insights from user behavior, attribution data, and experimentation results.
• Measure & Report Performance: Establish KPI frameworks and reporting cadences. Own KPIs tied to site conversion, funnel efficiency, and key experiment outcomes.
• Lead CRO Strategy: Develop and execute A/B and multivariate tests on critical user journeys, partnering with design and analytics to optimize landing pages, PDPs, and subscription flows.
• Define Growth Roadmap: Prioritize opportunities for site performance, navigation, and messaging improvements that directly impact conversion rate.
• Enhance the On-Site Experience: Champion UX improvements that build trust, reduce friction, and highlight Bobbie’s unique brand and product story.
• Partner Cross-Functionally: Work with Lifecycle, Paid, and Creative teams to ensure a seamless experience between acquisition channels and the site.

Key KPIs

• Site Conversion Rate
• Checkout Completion Rate
• A/B Test Win Rate & Impact
• Bounce Rate & Funnel Drop-Off Reduction
• Revenue per Visitor (RPV)

You’ll Thrive Here If You

• Love diving into data to find what moves the needle.
• Have a bias for testing, learning, and iterating fast.
• Care deeply about customer experience and brand integrity.
• Are fluent in both creative storytelling and analytical thinking.
• Thrive in a fast-paced, collaborative startup environment.

What we would like you to have: 

• 10+ years in product management, growth, or CRO-focused roles in ecommerce or DTC.
• Strong understanding of ecommerce metrics (CVR, AOV, bounce rate, funnel performance).
• Experience with testing and analytics tools (Google Analytics, Optimizely, Hotjar, Amplitude, etc.).
• Proven track record of improving conversion rates and/or driving measurable site performance gains.
• Excellent cross-functional communication skills; able to align teams on shared growth goals.
• (Bonus) Experience in CPG, subscription commerce, or regulated product categories.

You’re inspired by our core values:

• Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.