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 measurabl