Principal Product Manager, Growth

Brightside Health delivers life-saving virtual mental healthcare to everyone who needs it. They are seeking a Principal Product Manager, Growth to set the strategy and own the execution of Brightside's direct-to-consumer growth funnel, focusing on diversifying their DTC acquisition mix across paid channels.

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, including 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
• Shape the strategy. Lead quarterly strategic planning for growth product: assess channel performance, identify where to invest next, defend trade-offs to leadership, and translate the strategy into a quarterly bet portfolio that performance marketing, lifecycle marketing, and engineering can execute against
• Define and ship. Own end-to-end execution: define objectives, write PRDs, partner with design and engineering on scope and trade-offs, manage timelines, and ship funnel features. Plan rollouts, manage beta tests where appropriate, monitor early signal closely, and iterate
• Run experiments rigorously. Generate hypotheses with marketing and analytics partners, design and scope A/B tests, work with engineering on instrumentation, interpret results, and decide what ships. Have an opinion about test design and sample sizes and know when not to test
• Live in the data. Build the case for what to test next by digging into funnel performance, channel-level segmentation, and prospect economics. Our analytics foundation is strong; you'll use it daily
• Stay close to the prospect. Run lightweight user research to understand intent and friction by channel; validate hypotheses qualitatively before scaling them; pair the quantitative with the qualitative
• Run the cross-functional rhythm. Coordinate weekly with performance marketing, lifecycle marketing, operations, design, engineering, and analytics — aligning priorities surfacing trade-offs, and keeping the bet portfolio current

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
• 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