Principal Product Manager, Growth

Brightside Health delivers life-saving virtual mental healthcare to everyone who needs it. We are powered by proprietary AI, purpose-built technology, a world-class clinician network, and a care model that rivals the best of in-person treatment. When combined with precision psychiatry and leading-edge therapeutic techniques, we’re able to improve outcomes for those with mild-to-severe clinical depression, anxiety, and other mood disorders. Our innovative approach has earned recognition from leading publications such as Healthline, Fortune, and Forbes, naming us 'Most Comprehensive,' and 'Best Online Therapy for Anxiety and Depression.'We take an action-oriented, purposeful approach with everything we do and seek out team members who value collaboration and thoughtful prioritization. As a result, our organization is looking for the brightest and most innovative talent in the industry. We can promise you that, as a member of the Brightside team, you’ll have the opportunity to collaborate alongside smart and driven people while growing your professional skills.We are looking for a Principal Product Manager, Growth to set the strategy and own the execution of Brightside's direct-to-consumer growth funnel. Our most important growth bet of the next 12 months is diversifying our DTC acquisition mix across paid channels — today our acquisition is concentrated in a few paid channels, and to grow durably we need to scale paid social and other channels — which requires a principal PM who can think rigorously about how funnels should differ when intent, audience, and unit economics differ. This is a strategy-setting role. You'll define how the funnel and lifecycle evolve as the channel mix matures, decide where we invest and what we deprioritize, and bring leadership the highest-leverage growth product bets — not just execute against a roadmap someone else built.You'll report to the SVP of Product and partner most closely with our performance marketing and lifecycle marketing leaders, alongside design, engineering, operations, and data analytics. As the function scales, there's potential to grow into managing one PM within 6–12 months, splitting ownership of the funnel. What you’ll be doing as a Principal Product Manager, Growth: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 — 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. How You'll Work: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 no