About the team & role
The Activation team at ZOE is a dynamic, cross-functional group of product managers, engineers, data scientists, designers, and marketers who work together to accelerate our user growth. We move fast, run multiple experiments at a time, and iterate quickly based on data and insights. This is not a traditional PM role—it’s highly execution-focused, requiring a mix of strategic thinking and hands-on experimentation. We need a bold entrepreneur at heart—someone who gets their hands dirty, takes smart risks, and thrives in ambiguity. If you’re looking for a structured roadmap-driven PM role, this isn’t it. If you want to build, experiment, and drive massive growth—this is for you.What You’ll Be Doing
- Own Activation Strategy – Develop and execute a data-driven growth strategy that aligns with ZOE's business goals, focusing on user acquisition and activation. Your goal will be to drive people through the door and spark their interest in our product. Ensuring we're attracting the right people; and building towards long-term engagement.
- Define & Measure Key Metrics – Own and track key growth metrics, including CPI, conversion rates, early retention (Day 1), onboarding activation, LTV, churn, and K-factor to ensure we are effectively driving interest and engagement from users.
- Experiment Relentlessly – Lead A/B testing and optimize onboarding, engagement loops, and conversion funnels. Use experimentation to refine and enhance the product experience, ensuring we capture the interest of new users and keep them engaged.
- Leverage Growth Loops – Build, test, and scale organic and paid growth loops, including referrals, network effects, and viral mechanics, in order to increase awareness and attract new users to the product.
- Data-Driven Decision Making – Utilize your strong analytical skills to interpret behavioural data, cohort analysis, and segmentation to make decisions that drive acquisition and engagement.
- Think Like a Founder – Embrace ambiguity and take ownership to creatively solve problems. You'll be building, experimenting, and driving user acquisition to unlock scalable growth.
- Scale & Performance Marketing – Partner with performance marketing teams to optimize CAC and LTV, ensuring that the user acquisition process is scalable and sustainable.
What We’re Looking For
- Growth-Obsessed – You have a proven track record of driving mobile app growth through innovative strategies in fast-paced, data-driven environments,. You excel at acquiring new users, optimising onboarding experiences, and increasing engagement to turn downloads into active, loyal customers.
- Startup Mindset & Business Acumen – You understand the hustle of growing a business and have a deep understanding of user behaviour psychology and what drives in-app engagement. Whether you’ve launched your own venture or have experience in a high-growth startup, you know how to get things done and aren’t afraid to experiment and fail forward.
- Hands-On & Action-Oriented – You are a doer, not just a strategist. You thrive in environments where things move fast, and execution is key. You’re not afraid to roll up your sleeves and get involved in the day-to-day work to drive growth.
- Mobile Gaming or Consumer Apps Experience – Ideally, you come from a mobile gaming background, where you’ve used game mechanics, retention loops, and in-app monetisation strategies to drive growth. If you’ve launched a game and failed, that’s also something we value—it means you’ve learned the hard way and can use that experience to drive growth in a new context.
- Freemium Model Expertise – You’ve successfully optimised freemium-to-paid conversion funnels, ensuring a seamless user experience that drives upgrades while maintaining user excitement.
- Balancing Short-Term & Long-Term Strategy – You know when to focus on immediate, short-term experiments and when to invest in long-term growth strategies, and you excel at balancing both to achieve sustainable results.
What We’d Love to See (But Not Required)
- Experience scaling a product from early traction to millions of users.
- Experience in health, wellness, or nutrition-related industries.
- Strong technical knowledge of growth marketing, product analytics, and experimentation platforms.
