Senior Product Manager - Subscription Value

London | Vilnius (on-site, relocation support provided)

500M+ downloads. 80M+ monthly users. A decade of building – and we’re still accelerating.

The world’s #1 health & fitness app worldwide on a mission to build a better future for female health. Backed by a $200M investment led by General Atlantic, we became the first product of our kind to reach a $1B valuation in 2024 – and we’re not slowing down.

With 7M paid subscribers and the highest-rated experience in the App Store’s health category, we’ve spent 10 years earning trust at scale. Now, we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users know their body better.

The job

As a Senior Product Manager – Subscription Value, you will own the strategy and execution of monetisation across both core subscription tiers and new expanding e-commerce verticals, including areas such as wearables integration, physical products, and other health-related offerings.

You will be responsible for defining feature segmentation, designing scalable monetisation funnels, shaping packaging and bundling structures, and running structured experimentation to maximise conversion, ARPU, and long-term LTV. This role is critical to expanding revenue streams beyond traditional subscriptions while strengthening the overall subscription value proposition within the Premium ecosystem.

You’ll collaborate closely with analysts, designers, researchers, engineers, and cross-functional stakeholders to ensure all monetised offerings are strategically integrated, data-driven, and aligned with global revenue growth objectives.

Your Experience

Must have:

• Proven experience in B2C mobile product management with subscription or freemium models.

• Strong track record of defining feature segmentation and building tiered subscription structures.

• Demonstrated experience assessing user willingness to pay and optimising packaging across segments.

• Hands-on experience preparing and running A/B tests for subscription packages, add-ons, and upsell mechanics.

• Experience launching and scaling monetised product verticals or add-on offerings.

• Strong analytical capabilities with deep understanding of ARPU, ARPPU, LTV, retention curves, and cohort analysis.

• Ability to work autonomously in ambiguous environments and lead cross-functional collaboration.

• Excellent strategic thinking skills, translating insights into scalable monetisation frameworks.

• Experience working cross-functionally with design, analytics, engineering, marketing, and regulatory stakeholders.

Nice to have:

• Experience in health-tech, wellness, or regulated product environments.

• Experience integrating new revenue streams into existing subscription ecosystems.

What you'll be doing

You'll be responsible for:

• Defining monetisation strategy for new e-commerce verticals, aligning with global revenue objectives.

• Designing and optimising subscription bundles and cross-sell funnels across new e-commerce verticals.

• Developing pricing, packaging, and segmentation strategies aligned with company-level revenue goals.

• Running structured experimentation to validate willingness to pay, elasticity, and bundle performance.

• Ensuring seamless integration of new verticals into the subscription ecosystem, including entitlements and lifecycle flows.

• Collaborating with onboarding, growth, promotional, and lifecycle teams to enhance the overall premium value proposition.

• Analysing qualitative and quantitative data to continuously refine subscription value mechanics.

• Building a long-term strategy for Subscription Value aligned with Premium