Senior Product Manager - Growth & Welcome Experience

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. We’re Tails.com, a dog food subscription company with a big difference. We create truly tailored food for each and every dog we serve. We start by asking people a few simple questions about their dog. Then we use that information to create their dog’s unique Tails.com recipe – so their dog gets exactly the nutrition they need, in the taste they love, delivered to their door every month.

We’ve got bold plans. Having created an entirely new category in pet food, we’re now scaling fast– backed by Purina, one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards the same goals – and a bunch of smart-ish dogs, all working on their own thing. Together, we’ll change the world of pet food for good.

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.

Here’s how you’ll make a difference:

This Senior Product Manager position is responsible for introducing prospective customers to our proposition through product-led marketing, compelling discovery, transparent pricing and a sign‑up through to trialist experience that sets customers up for success. 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 also work closely with Marketing to ensure we deliver a seamless and effective acquisition journey across all channels and markets.

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 delivering customer and commercial value.

You will be responsible for:

• Lead teams to deliver complex, high‑impact initiatives across multiple product domains, ensuring alignment with business and customer outcomes.
• Influence and align diverse stakeholder groups, including senior leadership, engineers, and external partners, in a matrixed environment.
• Drive cross‑functional collaboration, navigating technical complexity to maintain clarity and momentum.
• Champion high standards across concurrent workstreams, supporting teams in delivering effectively.
• Serve as a key point of contact for resolving prioritisation challenges, unblocking progress and stakeholder conflicts.
• 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.
• Provide strategic direction across the entire trialists journey.
• Dual contributions: acting as both an individual contributor and manager of one PM in the growth space, giving you accountability for both direct delivery and the growth and outcomes of your direct report.
• Shape and own the Growth product vision and roadmap in collaboration with cross‑functional teams spanning product design, engineering, proposition, innovation, and commercial.
• Develop strategies to drive acquisition and early retention by identifying and prioritising improvements to conversion, satisfaction, and cohort value.
• Champion customer needs through data analysis and insights, ensuring insights inform physical, digital and technical solutions.
• Responsible for the definition and delivery of both customer outcomes and metrics using OKRs and other frameworks in collaboration with key stakeholders and commercial partners.
• Work closely with Product Designers and Squad Leads to refine the product backlog, ensuring alignment with business goals and user needs.
• Continuously review and clarify backlog items to maximise customer value.
• 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.

• Proven experience leading cross‑functional teams, including engineering, design, analytics, and commercial stakeholders, to define and deliver customer‑centric roadmaps.
• Ownership of product‑led growth plans in D2C or e‑commerce environments, with a track record of improving funnel metrics end‑to‑end: from acquisition and onboarding through to conversion and LTV:CPA.
• Skilled in scoping and launching experiences and features that align customer needs with commercial goals and broader company strategy.
• Able to translate complex or ambiguous opportunities into clear goals and action plans, while influencing objectives across delivery teams.
• Operates with a test‑and‑learn mindset, using rapid iteration to deliver high‑impact 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.
• Adept at driving progress in ambiguous, fast‑paced contexts while aligning diverse and competing stakeholder needs.
• Experience as a line manager for product managers, including setting clear expectations, giving structured feedback, and supporting career development.

• 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 advanced personalisation, machine learning, and AI‑driven solutions.
• Deep experience with performance marketing, including lead generation, referrals, and their impact on digital growth and conversion.

• Competitive salary, reviewed annually.
• Annual bonus, based on company performance.
• Flexible core hours, giving you true work life balance.
• Hybrid role to ensure this role works for you.
• 25 days of holiday (excluding bank holidays) which increases over time to a max of 27 days.
• 9/10 day working week to enhance your wellbeing without a reduction in pay and leave allowance.
• Optional 5 days unpaid leave and 1 paid volunteer day each year.
• When you need a change of scenery, you can work from abroad 2 weeks every 6 months.
• Health insurance for you, paid by Tails.com.
• Extended maternity, paternity, shared parental and adoption pay. 6 months at 70% pay.
• Flexible paid care leave to support immediate dependants, people close to you and pets.
• In house L&D team, with access to year round courses to help drive your development.
• 50% discount on all Tails.com.
• Discounted gym membership.

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.

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.