Senior Product Manager 2, Growth

The Farmer’s Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We’re starting by radically improving the $90 billion pet food industry, replacing bags of highly-processed pellets with a personalized subscription service that sends complete and balanced, freshly-made dog food directly to customers’ doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future.
To date, The Farmer’s Dog has delivered over 1 billion meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

The Farmer’s Dog is looking for a data-driven, customer-obsessed Senior Product Manager 2, Growth to lead initiatives that directly impact how we attract and convert new customers. In this role, you’ll be focused on building and optimizing personalized experiences at scale—using segmentation, experimentation, and journey mapping to guide customers from discovery to conversion and beyond.

You’ll partner closely with cross-functional teams—including Growth Marketing, Engineering, Data, and CX—to identify opportunities, test hypotheses, and launch high-impact programs that improve conversion rates and drive sustainable customer growth. Whether it’s designing a smarter onboarding flow or launching a targeted acquisition campaign, you know how to move quickly, learn fast, and ship what matters.

You’re comfortable making decisions with imperfect data, passionate about solving customer problems, and motivated by the opportunity to help more dogs (and their humans!) start their fresh food journey with The Farmer’s Dog.

One Team: We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically.

We are skeptical about everything and precious about nothing:  Ideas can and should come from anywhere, and we aren’t tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions:  We know that no interaction exists in a silo and therefore understand how important every single one is.  We ensure our strategy sets prospective and new customers up for success and drives long-term retention.  We answer questions and address problems early and proactively.  We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically.

We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience.

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time.

• Identify and balance high-potential bets with high-certainty iterative improvements to move the needle on our new customer acquisition experiences. 
• Partner hand-in-hand with product design, engineering, data analytics, data science, acquisition and other key stakeholders to ensure space to get them done.
• Lead the ideation, development, testing and launch of joyful experiences that gets customers excited to start their dog’s fresh food journey and increase their confidence in The Farmer’s Dog. This includes experimenting with segmentation, personalization and recommendations.
• Leverage quantitative and qualitative data to deeply understand the customer decision making journey, mindsets and personas. Use this data to develop compelling hypotheses for experimentation. 
• Collaborate with the Acquisition and Brand functions to ensure a cohesive, seamless experience across the entire customer decision journey from ads to purchase.
• Take the lead with the Analyst on your “pawd” (TFD’s version of an Engineering pod) on everything data, from impact / prioritization assessments to comprehensive analysis plans.
• Run customer interviews, concept testing and usability testing with our product design group to ensure that you can represent our customers inside and out. 
• Partner with stakeholders across the organization to ensure a cohesive experience across all of our digital AND physical products for new customers. 
• Be your pawd’s strongest advocate! You will be in the nitty-gritty of developing new products with your pawd, acting as their greatest champion across TFD.

• You have 5+ years of product management experience, ideally at an eCommerce company. Bonus points for experience collaborating with marketing teams on top of funnel journeys and extensive startup experience.
• You have a customer-centric mentality and experience collaborating with design, engineering, brand, and acquisition.
• You're a skilled communicator and have the ability to absorb and distill complexity into simple terms to drive decision-making.
• You are able to thrive in a fast-paced and ambiguous environment, naturally curious and proactive self-starter, constantly on the lookout for new opportunities and solutions.
• You’re an owner, have excellent problem-solving skills and can prioritize tasks effectively, with a strong attention to detail.
• You have a demonstrated track record of distilling insights from data, especially connecting the experiences customers have prior to visiting a site to the content shown to them throughout their consideration journey.
• You are a skilled and creative user of tools and resources that help define customer needs and the features we should build to improve personalization and scale 1:1 customer experiences. 
• You strongly believe PMs work for the team, not the other way around.
• You love dogs!

We are an in-office culture, made of in-office people who thrive on the collaboration and magnetism of working in a shared space. We are seeking individuals who excel in this type of environment, where being present fosters deeper connections and engagement.

At TFD, we believe Belonging is a shared commitment to creating a workplace where every person feels respected, valued, and empowered to be themselves. When people feel a true sense of belonging, they do their best work, take smart risks, and bring forward diverse perspectives — leading to stronger decisions and deeper relationships.

We anchor this belief in a simple phrase: “Everyone’s welcome at the dog park.” No matter your background, identity, or role, there’s space for you here. There’s no one way to show up at the dog park— just shared space, mutual respect, and the freedom to be yourself. Being included is just the beginning, it’s about contributing your voice, growing through challenges, and building trust through shared goals. This philosophy guides how we lead, how we hire, how we communicate, and how we grow.

We continuously evaluate to ensure we are creating a consistent experience that cultivates belonging for all employees, from hiring and performance reviews to talent development. We also believe Belonging happens in everyday moments of connection; lunch with a new teammate, a shared laugh, or a quick story about your weekend. Our structure includes biannual employee surveys, manager training, TFD camps, and support from Humans to ensure we’re listening and learning from our Team. 

Together, these efforts reflect what Belonging means at TFD: a culture where everyone can thrive.

• Dog-friendly office in Greenwich Village
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO 
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is $165,000 - 185,000 USD Annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights.

TFD complies with applicable federal, state, and local disability laws and makes reasonable accommodations for applicants and employees with disabilities.  If a reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact [email protected].

We’re happy to answer any questions you may have about the position or our hiring process - please reach out at [email protected].