Principal Product Manager, Growth and Experience
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Job Description
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The role of Principal Product Manager, Growth and Experience at Change.org involves shaping how participants discover, engage with, and return to Ideas for Change, a platform where communities transition from sharing ideas to shaping real policy. The focus is on driving conversion at every stage, building lasting engagement, and fostering inclusive conversations.
The ideal candidate is a growth-minded product builder with expertise in optimizing funnels and measurable impact. They thrive at the intersection of data-driven decision-making and hands-on experimentation, identifying drop-off points in the participant journey (e.g., between idea submission and goal voting) and designing tests to address them. This role emphasizes AI integration in daily operations, aiming to make AI a consistent part of workflows. The candidate should be passionate about joining a principled, ambitious team dedicated to empowering millions of people to participate meaningfully in democracy.
More on the Problem Space:
Democracy is under strain, with only 28% of Americans satisfied with its current functioning. Simultaneously, AI-driven economic and social disruption demands faster, more effective government responses than traditional institutions can deliver. Ideas for Change combines large-scale civic input with representative dialogue to surface public will on major issues, then activates collective intelligence to shift policy incentives. By leveraging AI technologies, the platform aims to amplify citizen voice, bridge political divides, and enable scalable collective action.
About Change.org:
Change.org is the world’s largest social change platform, with 100 million users and over 40,000 campaigns launched monthly. Its 100% user-generated revenue model enables investment in products that foster healthier, more participatory democracies globally. This team operates as a startup within Change.org, benefiting from its strong culture, stability, and mission-driven focus.
Key Outcomes:
Diagnose the funnel. Establish a shared baseline for conversion, Customer Acquisition Cost (CAC), and return rates across Ideas for Change. Identify and address major drop-off points to inform the team’s growth strategy.
Improve the end-to-end voting journey. Implement improvements across activation, idea submission, goal voting, and policy voting to measurably increase conversion between stages.
Build engagement that lasts. Design touchpoints and habit-forming mechanisms to encourage participants to return for subsequent rounds of voting, from ideas to goals to policies.
Drive growth for Ideas for Change. Optimize the ad-to-landing-page funnel and grow earned reach by amplifying social sharing and viral loops.
The Most Important Core Competencies:
Growth Strategy & Funnel Judgment: Understand and drive acquisition, conversion, and CAC across the entire funnel, from ads to landing pages to first votes. Build strategic plans to scale growth.
Experimentation & Data Fluency: Use data to pinpoint drop-off points in the participant journey (e.g., between idea submission and policy voting) and design tests to uncover root causes.
Participant Journey Ownership: Oversee the entire experience, from activation to idea submission, goal voting, and policy voting, ensuring each session ends in meaningful engagement.
Engagement & Retention Design: Create habits, triggers, and return loops that sustain participant involvement over time, not just within a single session.
Cross-Functional Collaboration: Align design, engineering, data, and other teams on growth initiatives, ensuring everyone understands the tests and their purpose.
AI Practice: Integrate AI tools into daily workflows and build consistent habits around AI-driven processes.
Target Experience:
8+ years of product management experience, with a strong focus on growth, engagement, or conversion outcomes for consumer-facing products.
Experience owning a multi-step user funnel end-to-end, from acquisition to repeated use, with a clear track record of improving key metrics.
Proven expertise in experimentation, from hypothesis formulation to decision-making, in high-traffic consumer products.
Proficiency in designing retention and re-engagement strategies using habits, triggers, and return loops to sustain long-term participation.
Background in driving earned or organic growth through sharing, referrals, or viral loops.
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Change.org
View Company ProfileChange.org is a premier, enterprise-grade civic technology platform engineered to orchestrate massive-scale social mobilization and digital activism across the globe. Operating as a high-velocity digital advocacy ecosystem, the organization eliminates the operational friction of traditional grassroots campaigning by seamlessly connecting millions of citizens, lawmakers, and corporate leaders through a centralized, frictionless petition infrastructure. Moving beyond the rigid limitations of fragmented local organizing, Change.org leverages highly scalable data architectures to dynamically amplify community voices and trigger real-time policy shifts. Under the hood, their sophisticated engagement algorithms and robust campaign management tools allow organizations and individuals to rapidly deploy, track, and optimize high-impact social initiatives across international borders. What sets Change.org apart is its uncompromising dedication to democratizing influence; by bridging the gap between localized grievances and frictionless global awareness, the platform empowers changemakers to radically accelerate systemic transformation without the massive overhead of traditional political lobbying.
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