Ecommerce Product Manager
Position Purpose
As part of the Technology organization, the Digital Product team drives the vision, strategy, and delivery standards for all customer-facing digital products.
The Digital Product Manager for Web & E-Commerce plays a key role in shaping and optimizing all public-facing web experiences—including brand and marketing content, subscription e-commerce flows, and supplements product lines.
This position owns the digital product roadmap, leads cross-functional alignment, and ensures delivery excellence through Agile/Scrum practices. A major component of the role includes enhancing and scaling the organization’s affiliate/coach co-branded landing page model, which supports customer awareness, attribution, and conversion across a broad international coaching network.
Work Activities
- Own the long-term digital strategy, roadmap, and prioritization for the company’s website, e-commerce flows, and affiliate/co-branded experiences in partnership with Marketing and Engineering.
- Translate customer insights, analytics, and business goals into product requirements and clear user stories.
- Conduct competitive analysis, customer journey reviews, and funnel assessments to identify optimization and innovation opportunities.
- Lead end-to-end design and optimization of subscription purchase flows, trial mechanics, bundles, and tiered pricing models.
- Manage supplements e-commerce experiences and underlying technologies (PLP, PDP, merchandising, cart, checkout, and post-purchase).
- Oversee content publishing capabilities, SEO infrastructure, and marketing landing page templates.
- Enhance and scale the co-branded coach landing page model to improve personalization, attribution accuracy, and conversion performance.
- Serve as Scrum Master for the web/e-commerce delivery pod, facilitating standups, sprint planning, grooming, demos, and retrospectives.
- Maintain strong backlog management, sprint prioritization, and predictable release cycles.
- Collaborate closely with Engineering, UI/UX, QA, and Creative teams to ensure timely, high-quality execution and launch readiness.
- Partner with Marketing, Brand, Creative, Operations, and Data teams to support integrated go-to-market planning.
- Ensure all launched features include analytics tagging, testing plans, communication readiness, and post-launch monitoring.
Tools Used
E-Commerce & Web Platforms: Shopify, BigCommerce, Salesforce
Subscription Billing: Recharge, Ordergroove, Stripe
CMS: Contentful, Contentstack, Adobe, or similar
Search & Merchandising: Algolia, Searchspring, or similar
Customer Data & Engagement: Klaviyo, Braze, Segment, Hightouch
Analytics & Optimization: GA4/GTM, Optimizely, VWO, Mixpanel, Hotjar, FullStory
Data Visualization: Looker, Tableau, Power BI
Work Management & Documentation: JIRA, Confluence, Figma, or similar Agile tools
Communication & Collaboration: Google Workspace, Microsoft Office, Slack, Miro
Job Competencies
- Ability to define and execute product strategy, roadmaps, and user-focused requirements.
- Strong prioritization, backlog management, and iterative delivery skills.
- Solid understanding of subscription and e-commerce funnels, optimization, and conversion tactics.
- Working knowledge of modern web architectures, APIs, integrations, and MarTech tools.
- Proficient in data analysis, experimentation, KPIs, and dashboard interpretation.
- Able to turn customer insights and business data into actionable product decisions.
- Confident facilitating Agile ceremonies and guiding cross-functional teams.
- Clear communicator with both technical and non-technical audiences.
- Skilled at resolving priority conflicts and driving alignment.
- Deep empathy for end-users and a focus on creating seamless shopping and content experiences.
- Experience with affiliate, influencer, or partner-driven models is a plus.
Education & Experience
- Bachelor’s degree in Computer Science, Information Systems, Engineering, Business, or related field—or equivalent practical experience.
- 4–7 years in product management within consumer digital, e-commerce, subscription, or mobile/web environments.
- Experience with Shopify or other enterprise e-commerce platforms strongly preferred.
- Proven success managing subscription flows and/or physical product e-commerce experiences.
- Strong background in Agile/Scrum; certifications (Scrum Master, Product Owner, PMP, Six Sigma) are a plus.
- Excellent communication and presentation skills, comfortable influencing senior leaders and partnering with delivery teams.
- Industry experience in fitness, wellness, or nutrition is helpful but not required.