Role Summary
Fame and Partners is disrupting the $680 billon women’s wear market with their on-demand manufacturing and retailing system. Fame and Partners is their owned brand and is a custom women’s wear brand focused on day dresses. We are a passionate, creative, curious, intellectually engaged, culturally connected team that wants to empower women globally in their sartorial choices.
This role requires a strong product manager with a growth mindset to help us acquire new customers and drive repeat purchase amongst existing ones in our key markets – North America, Australia and Europe. We value product leaders who think on their feet, are customer centric and can easily straddle both execution and strategy. This role will work collaboratively with a team of engineers and designers to execute on growth strategies that you devise.
The Product Manager, Growth owns the on-site conversion funnel. The key task of the role is to work with internal teams to ensure the company's ecommerce experience is fully optimized to convert traffic at all stages of the conversion funnel.
Your passion for an enriched customer experience and conversion rate optimization will drive product and user interface decisions across the ecommerce site, blog and social channels to engage and inspire the Fame & Partners audience; driving sales, repeat visitation/purchase and other engagement such as sharing and lead generation.
In the fast-paced environment of online retail, creativity must be coupled with organizational skills and an understanding of commercial pressures and resulting deadlines.
This role understands what it takes to convert a customer. They love optimizing landing pages and have natural passion and flair for our product category. They will work to execute seamless campaigns that deliver immediate sales as well as cultivating leads for an extensive lead cultivation funnel.
Main Responsibilities
Conversion Funnel Optimization
- Working with the Director, Growth Marketing and directly with the CTO to define a CRO roadmap based on business goals, CRO best practice, customer feedback, and analytics.
- Owner of A/B growth / conversion funnel tests, which includes:
- Building test roadmaps
- Constructing individual test plans
- Utilizing major analytics platforms to inform data-backed hypotheses
- Benchmarking
- Analyzing the data from test results
- Making recommendations to business stakeholders
- Collaborate with designers and developers to help in test execution
- Design and deliver both formal and informal presentations to groups of all sizes
- Establish closed-loop analytics to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers
- Strategically plan, test, implement and optimize online marketing campaigns
- Develop a deep mastery of the funnel obtaining insights into everything that helps drive users to paying customers
- Quantify everything you do; conduct analysis to identify highest value opportunities
- Work closely with product marketing to ensure the content pipeline supports funnel optimization activities
Landing Page Design and Optimization
- Work with a team to design, build (using CMS), and optimize landing pages to capture lead and convert sales.
- Work with a team to design, build, and optimize landing pages specifically for social media interstitials (Instagram, Facebook, Snapchat, etc)
- Work with ecommerce team to recommend site-wide changes to increase site conversion rate.
- Coordinate with developers, analysts, and design to drive projects forward
- Work closely with UX designer to share results from testing and customer research
- Work with the engineering teams to identify and implement product features that will drive engagement and conversion
SEO Optimisation
- Identify and execute upon ways to improve Figma’s search rankings for key terms at all levels of the funnel
Measurement and Reporting
- Proactively report on conversion rate metrics across the conversion funnel using Google Analytics, Hotjar, Optimizely, and other platform data
- Work with development team to implement tracking parameters as needed
- Create actionable weekly reports to share with internal team
- Create ad-hoc reports as needed
- Ensure the tools and infrastructure to provide the optimal growth results are in place
eCommerce Product Focus
- Work closely with data & marketing teams on a daily basis to understand site / web analytics
- Maintain an active and working understanding of all sales and conversion funnels; working with the marketing team to constantly improve the conversion rates on these
Skills Qualification
· BA/BS degree or 5+ years equivalent work experience
· Previous marketing experience conducting demand generation, conceiving and delivering digital advertising campaigns and implementing automated marketing campaigns primarily via email
· Proficiency in demand generation, marketing automation and SEO tools in order to generate traffic, convert visitors into leads, and then nurture them into converted customers
- Experience in vetting ideas, test prioritization, writing hypotheses and ensuring efficient execution of test plans that adhere to the proper methodology.
- Hands-on experience conducting A/B testsStrong analytical skills and hands-on experience with major analytics platforms (Google Analytics, Adobe, etc.)
- Strong understanding of social media platform landing page requirements and best practices, ie. Pages that load within a social media app.
- Intermediate experience with UX design, wire-framing, and usability principles
- Intermediate experience with research tools including HotJar, Clicktale, CrazyEgg, SurveyMonkey, Qualaroo, UserTesting.com, or other similar tools
- Intermediate experience with Analytics Platforms including Google Analytics, Omniture, Mixpanel
· Highly organized, detail oriented, with superior project management skills
· Ability to prioritize, multi task and follow through in a fast-paced environment with sometimes tight and/or conflicting deadlines
· Able to deal with the dynamic environment of a technology start up
· Enjoy being challenged and like to solve complex problems every day
· Collaborative and enthusiastic to work as a team