Carv

Full-time • Hybrid (3 days minimum in office)
Reports to: Alex Jackson, VP Product and Marketing & Cofounder
Works with: Product Manager, Product Designer, Marketing team, Engineering, Design
Location: Park City, Utah / London hybrid
About Carv
Carv produces a wearable ski motion sensor paired with an AI coaching app. We are now launching a phone-only product alongside Carv 2, opening up a fast growth product tier that brings personalised on-snow coaching to a much wider audience. This expands our funnel from a single hardware SKU into a layered offer, freemium mountain guide, phone coach, tracker upgrade, with new growth mechanics at each step.
We need a Growth PM to own the launch and optimisation of the phone-only product end to end. The app store listing, onboarding, activation moments, paywall, free-to-paid conversion, social growth mechanics, retention loops, and upsell. This is a hands-on builder role with significant scope to define how the ski world meets the Carv ecosystem.
The Challenge
Phone-only is a different game from hardware. Lower price point, lower commitment to start, but much higher leverage on funnel mechanics. Every onboarding step matters. Every paywall variant matters. Every retention moment that brings someone back for a second ski day matters. Unlike the Carv 2 funnel, which is anchored by a considered hardware purchase, the phone product grows by iteration of the product surface itself.
Your challenge will be to treat the phone product as a continuous experimentation surface, instrumenting it properly, identifying the highest-leverage points in the funnel, and shipping iterations fast enough to compound learning across a season. You will need to balance acquisition (getting more skiers to try app) and conversion (monetisation) and upselling to a richer data product with the wearable (the upgrade path to Carv 2), without cannibalising the higher-margin product.
The Current Stack
The role will sit alongside the PM for the Carv 2 product and a product designer. You will run design processes yourself, prioritise strategies and features, vibe ode features yourself and hand off to engineering. It is a full stack role with a chance to make an impact on the business.
This role is the dedicated owner of the phone product's growth surface, partnering closely with Marketing on the funnel above the install, with Engineering and Design on what ships inside the app, and with the wider product team on how the phone ladders into Carv 2.
You will be making things - flows, prototypes, experiments, dashboards, decisions - at high pace, with AI tooling as a core part of how you operate. The expectation is that you can move from problem to shipped iteration faster than a traditional PM, because you can prototype, design, and scaffold code yourself.
What This Role Owns
Acquisition Funnel

• Own the phone product funnel end to end: store listing → install → onboarding → activation → paid conversion → retention.
• Define the metrics that matter at each stage and the targets to hit. Instrument the funnel properly.
• Diagnose where the funnel underperforms and run experiments to lift conversion. Hold a continuous experimentation cadence with clear hypotheses, measurement, and decision points.
• Partner with the Performance Lead on store listing, landing experience for paid traffic, and creative-to-product handoff.

Product Iteration

• Own the iteration roadmap for the phone-only product, prioritised by impact on growth metrics rather than feature parity with Carv 2.
• Design and ship experiments across onboarding, paywalls, pricing surfaces, retention loops, referral mechanics, and the in-product upgrade path to the tracker.
• Translate quantitative findings and qualitative customer insight into shipped changes. Watch session replays, read reviews, talk to users - and make sure that signal lands in the backlog as concrete iteration.
• Make decisions on what gets built next. Defend prioritisation with data and ship it.

Design Pipeline & Production

• Run your own design pipeline using AI tooling. Produce flows, prototypes, and high-fidelity mockups in Figma using the Carv design system, without needing a designer in the loop for every iteration.
• Use Claude Code to scaffold experiments, modify the app and web codebase, and build internal tooling. Comfort in the terminal is expected, not optional.
• Hold a high quality bar and ship via our developer team.
• Work with Jack and the design team on the larger product moments where deeper design partnership is right; lean on your own pipeline for the long tail of experimentation.

Insight & Measurement

• Be the primary voice of the phone-only customer inside the company. You should know them better than anyone.
• Own analytics for the phone product. Build dashboards the rest of the company can trust. Surface trends, not just numbers.
• Maintain the feedback loop between funnel data, customer conversation, and product decisions - making the link visible so the whole team learns from it.

How Success Looks
Year One

• The phone product has a measured, instrumented funnel with clear targets at every stage and visible progress against them.
• Free-to-paid conversion benchmarks are established for the paid phone coach tier and trending up across the season.
• A working experimentation cadence is in place: hypothesis, ship, measure, decide - with a meaningful share of experiments producing lift you can defend.
• Onboarding completion, day-1 and day-7 retention, and free-to-paid conversion are all moving in the right direction with shipped iterations behind the movement.
• The upgrade path from phone product to Carv 2 is defined, instrumented, and contributes to Carv 2 sensor sales without cannibalising them.
• You have built and run a design pipeline that lets you ship product iteration fast during the winter season.

Ongoing

• CAC and LTV for the phone product are tracked, understood, and improving as the offer matures.
• Product-led growth mechanics - referral, sharing, in-app upgrade paths - contribute a growing share of acquisition and conversion.
• The phone product becomes the top of Carv's funnel, with a clear ladder from free mountain guide users through to tracker customers.
• Marketing, product, and engineering all trust that whatever the phone product needs, you will define, design, and ship it - with quality.

Who You Are
Experience

• 3-5+ years as a growth PM at a consumer app, D2C business, or subscription product. You have owned an acquisition or conversion metric and moved it.
• Shipped funnel wins you can talk about. Specific experiments, specific lifts, specific decisions - not just frameworks. You understand the difference between a real result and noise.
• Quantitative rigour. You design experiments that can actually answer the question. You read dashboards critically and don't over-claim from small samples.
• You are highly customer focussed and spend time understanding customer dynamics in order to inform your work.

AI & Tooling - Essential

• AI-first by default. Claude, Codex, Cursor, and the wider toolset are part of how you work every day. You can demonstrate concrete examples of how AI tools have changed your output and pace, not just toy use cases.
• Comfortable with learning new things. You can run learn design processes, aren't afraid to build prototypes, learn about the codebase, and build tooling. You don't wait on support for every change.
• You run a design pipeline to produce production-quality mockups, prototypes, and iteration artefacts in the Carv design system

Design Fluency

• You deeply understand the customer in the design process.
• You are a skier and understand the mentality of skiers.
• You understand funnel design and product design.you look for ways to solve customer issues with design, copywriting, and commercial changes.
• You hold a high standard for the detail, copy, microcopy, spacing, motion, the things that compound into a product that feels considered.

Qualities

• Bias to action. You would rather ship a small experiment this week than plan a perfect one for next quarter. You know which is which.
• Customer obsession. You watch session replays, read App Store reviews, run user interviews, follow ski communities. You build a real intuition for who you are designing for.
• Initiative. You operate with high autonomy and pace. You identify what needs to happen and execute without waiting for direction.
• Learning agility. You will need to get fluent in skiing, in Carv's coaching model, in the rhythms of a seasonal business - and quickly.
• High standards. You believe that quality compounds, and that the difference between a good phone product and a great one is hundreds of small details done well.