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Product Manager, Activation Funnel
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Overview
A consumer fintech company is hiring a Product Manager to own its activation funnel, based in London (Shoreditch) or Cardiff. The role is permanent and full-time, with at least three days a week in the office, including Mondays. Salary is £90,000 to £112,000, with £76,000 to £104,000 in options on top. Benefits include 35 days holiday, private healthcare with Bupa, up to 12 weeks enhanced parental leave, a £750 annual learning allowance, and a cycle-to-work scheme.
This role owns one of the most consequential surfaces in the business: everything that happens from the moment someone lands on the site to the moment they make their first purchase. Three metrics are yours to set and move - visitor-to-approved-member conversion, time from first visit to first transaction, and 30-day activation rate. The funnel runs from landing pages through sign-up, identity checks, credit decisioning, plan selection and card activation, and you will share the homepage and landing pages with the marketing team as one surface with one conversion number. Beyond that, the second half of the job is international expansion: building the systems that make a new market launch cost a fraction of the first. This is a role for someone who designs, builds and tests their own experiments, talks to members and drop-offs every month, and brings a small squad of designer and engineer with them at pace.
Key Responsibilities
- Own the full activation funnel from first site visit to first transaction, including landing pages, sign-up, identity checks, credit decisioning, plan selection and card activation
- Set, track and report monthly on three core metrics: visitor-to-approved conversion, time to first transaction, and 30-day activation rate
- Build and instrument funnel experiments yourself, using Webflow, Figma and tools like Claude Code, without waiting on engineering for every test
- Partner with the marketing team on the homepage and landing pages, aligning on offer, message and attribution so the story in the ad matches the story in the app
- Build server-side tracking and attribution that lets both product and marketing learn from the same data
- Lead localisation and market expansion work: decide what is market-specific and what stays global, and build it so each subsequent market is cheaper than the last
- Work with Risk on acceptance quality and fraud, and with Compliance and Legal on what the funnel can say and do
- Bring your design and engineering squad with you on product concepts, and unblock technical difficulties rather than create them
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Requirements
Must-haves
- Owned a consumer funnel and moved its numbers, with a specific story to tell
- Runs experiments as a habit: hypothesis, metric, threshold, read, kill or scale
- Pulls their own analysis from data, including funnels, cohorts and segments
- Builds and instruments tests independently, using Webflow, Figma or equivalent
- Has worked at the seam of product and marketing: landing pages, attribution, campaign-to-product handoff
- Commercial and growth mindset combined with genuine technical fluency
- Comfortable working in a small squad, shipping fast and taking ownership end to end
- Talks to members, near-misses and drop-offs regularly, and uses those conversations to sharpen instinct
Nice-to-haves
- Background crossing disciplines: ex-product designer, ex-growth marketer or ex-founder now in PM
- Strong UX and customer angle, particularly from a B2C design background
- Experience launching or localising a product in a new market
- Fintech, neobank, payments, credit card or B2C startup experience
- Familiarity with identity verification, credit decisioning or regulated onboarding
What Success Looks Like
- Conversion, time-to-first-transaction and 30-day activation numbers are moving in the right direction within the first two quarters, with clear ownership of the targets and monthly reporting in place
- Funnel experiments are running at pace, built and instrumented largely by the PM, with a clear read on what is working and what is not
- Design and engineering are aligned and unblocked, with the squad shipping consistently rather than waiting on decisions
- The groundwork for the first international market launch is in place: the market-specific versus global decisions are made and the build is underway
- The role is operating with genuine ownership, not escalating problems upward but solving them
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Team and Culture
- Small squads: one PM, one designer, one engineer. Nowhere to hide, and no need to - the setup rewards people who can do all of it
- Office-first, with Mondays as a shared anchor day across the team in London or Cardiff
- Taking ownership is a stated value, not a slogan. The expectation is that you act like an owner on your numbers, your funnel and your squad
- Product is organised around the numbers that matter, not around features or roadmaps for their own sake
Challenges
- The squad is small and the pace is real. Tests need to be built, shipped and read quickly, which means the PM needs to be hands-on with the tooling rather than directing from a distance
- The role sits at the intersection of commercial instinct, growth thinking and technical fluency. All three matter in a small team, and a gap in any one of them shows up fast
- Sharing a key surface (the homepage and landing pages) with marketing means the role requires genuine collaboration and the ability to hold a position under pressure, not just deference or conflict
- Regulated environment: growth ambitions have to fit within what Risk, Compliance and Legal will sign off on, which means understanding the constraints and working creatively within them rather than around them
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