Principal Product Manager for a consumer subscription business

Background:

GoGoGrandparent’s (GoGo’s) mission is to help older adults live independently in their home for as long as possible. We do that by tailoring existing on demand APIs to the needs of people living with mobility, visual, cognitive and dexterity impairments. Our service is a virtual caregiver that monitors the instrumental activities of daily living (mobility, meals, groceries, medication delivery & home management) for tens of thousands of older adults around the United States. Our team of 500 is operating profitably & has not raised venture capital financing. The company was started in 2016 and inspired by the cofounder’s grandmother, who still uses us to this day (at 94!).

Job Description & Responsibilities:

GoGo has seen significant growth primarily from online acquisition channels. We believe we could further scale acquisition by investing in understanding our customers and what prevents our customers from signing up with us after learning about us online. This work includes:

• speaking with customers
• resolving gaps in the customer journey from ad view through membership start to first order
• working with our marketing team to identify which obstacles exist in our paid acquisition funnels that could be improved
• identifying business model changes that could improve acquisition without hurting our margin
• identifying product changes that could improve acquisition without hurting performance

This work requires close partnership with our engineering, marketing & operations team.

This role’s main goal will be the overall growth of our online acquisition channels while staying within our LTV/CAC targets.

This position will start by reporting to the CEO.

Job Requirements:

This is a creative role with significant analytical components and broad downstream impact on every part of the business. The best candidates will be able to:

• Use a tool like Google Spreadsheets to create analytical funnels for various acquisition channel
• Use no code tools like MagicPatterns, Zapier, V0 and others to implement “version 0” ideas to improve acquisition
• Be deeply familiar with a diverse array of online analytics, organic seo & advertising solutions like Google Analytics, Facebook, Hotjar & others
• Take calls with customers, learn more about what they’re looking for, and use those learnings to change the acquisition funnel or even - the product we’re marketing itself.
• Maintain a high sense of agency while working well with other team members.

The company is fully remote, but travel may very occasionally be required to meet clients, and requested for twice a year departmental or company retreats.

All Product Managers at GoGo are required to complete our call center operations training and take 100 calls as a call center operator with customers within your first two months. You will additionally be asked to physically visit with some of our customers locally near where you live.

We’re not considering candidates with no prior growth or marketing experience.

About the interview

Case Study (6 hours):

Step 1: Listen to this actual call of a prospect:

https://drive.google.com/file/d/1SvQgDswxZWXOURInrZNG4-ky9yf9kUrj/view?usp=sharing

This prospect visited https://gogograndparent.com/services/groceries-for-seniors prior to making that call.

Step 2: Use a no code tool to design a simple landing page - the landing page doesn’t have to work - that would do a better job addressing that prospect’s needs.

Step 3: After implementing your page, it produces the following conversion data:

https://docs.google.com/spreadsheets/d/1upiMyoLWqMpYIJnaVpVUhPjMxmbsG_bCYdpRDcyqRf4/edit#gid=215988403

In Google Sheets, build a conversion funnel with that data.

Step 4: Based on the conversion funnel, what steps would you take to improve this channel.

Step 5: Create a presentation in Google Slides of the work you did for this project, record your presentation. We will use this recording internally to evaluate your work and destroy it after we’ve selected someone for this role.

Step 1: 20 minute screening interview with CEO

Step 2: Complete our case study (steps included in Job Description).

Step 3: Panel Interview with members of our product & marketing teams.

Around this step we will complete a reference and background check.

Step 4 (optional): You may be asked to participate in a synchronous project with our marketing leader.

Preferential treatment will be given to candidates that can participate in any part of Step 4 in person, in either Columbus, Philadelphia, Denver or San Francisco.