Senior Product Manager, Member Lifecycle Growth

Job Summary: Scope of the Role PPLSI serves over a million members with legal and identity protection services. Once a member joins us, their onboarding experience and the re-engagement moments we build around them across the years that follow have a significant impact on retention and lifetime value.  You will own the post-paywall member journey for onboarding and activation, cross-sell, upsell, bundling, and the offboarding experience. You will also be the person the business relies on to identify where we are quietly leaking members and revenue and to close those leaks through a combination of re-engagement techniques, experimentation, and tight partnership with our lifecycle marketing team.  This is a Senior PM-level role sitting on the product management team, reporting to the Senior Director of Product and partnering closely with engineering, lifecycle marketing, data, design, finance, and provider services.  Responsibilities: Performance Outcomes   Onboarding and Activation   Own onboarding and activation from day one through the first six months, across every product a member has access to — LegalShield,  IDShield , and the bundled experiences that increasingly connect them.    Map the journey in detail:  initial  setup, first value moment, habit formation, and the natural discovery of  additional  services within the member's existing subscription.    Design onboarding paths that reflect how different member types  actually get  value from us, moving away from a single default flow toward starting points appropriately personalized to the member.    Design and ship the in-product experiences that guide members through profile setup and toward their first meaningful value moments: checklists, empty states, contextual tooltips, progress indicators, and in-app guidance.    Revenue Expansion and Lifecycle Moments   Drive and expand revenue with existing members through re-engagement, cross-sell, upsell, and product bundling.    Identify  and close revenue-leakage points across the member lifecycle. Aging-out of parents' plans is the first concrete example; life-stage  triggers from  data we already collect but do not yet act on is the next.    Build the pipelines and next-best-action infrastructure so lifecycle campaigns and in-product suggestions run off shared member data.     Offboarding and the Account Surface   Own the offboarding user experience and the account settings surface.    Operations   Own outcomes, not output. Every release is a hypothesis you  validate , and every launch is measured a few weeks in. "We shipped it" is not the story you tell, what happened afterward is.    Run a high-velocity experimentation program. Form explicit hypotheses, structure A/B tests across onboarding steps and upsell/cross-sell surfaces, compounding learnings into a clear three-to- six month  roadmap.    Define activation, retention, and lifecycle metrics for your surfaces and own the instrumentation to track them: cohort analysis, time-to-first-value, milestone completion rates, drop-off points, and feature adoption depth.    Partner deeply  across engineering, design, data, lifecycle marketing, finance, provider services, and compliance. Anticipate stakeholder concerns and address them before you need to.    Mentor other PMs on the team as you work to raising the bar on product craft around discovery, experimentation, and outcome ownership.     Education, Knowledge, and Experience   EXPERIENCE     5–8 years of product management experience, with at least some of it on a consumer or self-serve subscription product where you  owned  a funnel, a growth metric, and/or a revenue line — not just a feature area.    A demonstrable  track record  shipping onboarding, activation, lifecycle-triggered, upsell, cross-sell, or subscription retention product work, and moving the metrics that come with it.    Hands-on experience owning onboarding, activation, or early lifecycle product work, with measurable successes and failures you can talk through in detail.    Direct experience with D2C subscription products, digital consumer growth funnels, and best-in-class onboarding and gamification mechanics at scale.    HOW YOU THINK AND WORK     Revenue-driven mindset. You frame problems as "how do we drive revenue" first, not "what should we build."    Data-driven operator. You pull your own queries, design your own experiments, and change your mind when the numbers tell you to. Fluent with product analytics.    Deep understanding of experimentation frameworks and metrics-driven decision-making including A/B testing, cohort analysis, LTV, ARPU, conversion, and retention.    Solid grasp of subscription economics; financial-modelling instincts strong enough to sit in plan-economics conversations and be useful, without needing to replace Finance.    Structured thinking that holds up under pressure. Customer psychology instincts enable you  think  about why members behave the way they do, not just what they do.    Enough technical depth to have meaningful conversations with engineers on architecture and tradeoffs.    AI-native working style. You use AI tools day-to-day in your own workflow, you have a point of view on where AI meaningfully changes the member experience, and you can partner with engineering to build AI into the core of what we ship.    FLSA Status   Exempt   Physical Requirements/ Work Environment     Employee  must be able to sit or stand for  long periods  of time, with the physical ability to work at the computer or other sedentary tasks for  long periods  of time.  Employee  can conduct duties discreetly and impartially. If working remotely,  employee is  able to work in a space that allows them to effectively complete their job tasks, including having reliable internet connectivity and the ability to  participate  effectively while on phone and video calls.  Employee has  regular and pre