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Growth Product Manager- Pro Trials Growth

3 months ago

Sydney, New South Wales, Australia Canva Full time
**Canva's Commitment and Mission

  • At Canva, we celebrate diversity. We deeply believe that bringing together diversity of thoughts, perspectives and expression is key to building the best product, team and company. We look for many different skills and abilities, as well as how you can enhance Canva and our culture. So, even if you don't think you quite meet all of the skills listed or tick all the boxes, we'd still love to hear from you
  • Our mission at Canva is to empower the world to design and since launching in 2013, we have grown exponentially, amassing over 100+ million monthly active users across 190 different countries and a team of over 3,000 peopleand the best bit is that we've only achieved 1% of what we know we're capable of.
  • Join us and design your future.
  • The mission of Product Managers at Canva is to create the most accessible design tool for every person in the world. We believe that we can improve the world by empowering everyone to design and communicate visually.
  • As a Product Manager at Canva you help set this vision, define what that future looks like, and build the products and features that get us there. Product Managers collaborate with Canva's founders to set the strategic direction, scope, and success metrics for product initiatives.
  • We work across teams of designers, software engineers, marketers and analysts to ensure we're delivering an exceptional experience to all our users. We are responsible for implementing and collaborating on product strategy, road mapping, and prioritisation as our product grows. It's our responsibility to see products through their entire lifecycle—from concept through to validation, build, postlaunch analytics and iterations.
  • About the Product Growth Supergroup
  • The extraordinary growth Canva has experienced to date has been primarily bottomup and led from within our product, and the Product Growth 'supergroup' is Canva's centre of excellence for productled growth.
  • On a mission to Empower the world to enjoy the full value of Canva, this crossfunctional, global org of 185+ passionate people, is made up of four groups: User Growth; Teams Growth, Pro Growth, and Revenue Platform.
  • The work Product Growth does spans from building exciting new growthfocused products & experiences, developing unique and creative growth loops and GTM tactics, launching 100s of experiments each quarter, through to building the global payments & subscriptions infrastructure that allows our 100M+ monthly users worldwide to access our premium products.
  • About the Pro Growth Group
  • Responsible for supercharging the growth of Canva Pro, Canva's most significant revenue contributor with 11 million+ subscribers, the Pro Growth Group is deeply rooted within the Product Growth Supergroup. We own the strategy and roadmap to empower anyone to experience the full value of Canva Pro, be it through seamless upgrade flows, localised subscription offerings or personalised onboarding experiences.
  • We do everything from conducting research & analysis to accelerate monetisation internationally to introducing users to new Pro features and enabling existing subscribers to make the most of their subscription.
  • Growing subscriptions ARR is a critical goal across the entire company. The Trials Growth team directly contributes to this by running a wide range of growth experiments, personalisation initiatives & Go-ToMarket campaigns to drive new subscriptions growth. Our goal is to introduce the magic of Canva Pro to millions of more users by doubling our number of weekly trials and new monthly subscribers.
  • About You
    About you:
  • You have a growth mindset and value detail as much as the big picture.
  • You thrive in a collaborative fastpaced environment, working together to figure out the best experience for the user and how to impact the business.
  • You're continually learning and adapting, you strive to grow yourself and those around you.
  • You live and breathe all things growth, you make datainformed, strategic decisions and deliver on them to lead your team to great results.

What you'll achieve in the first 6-12 months:

  • Understand the different types of subscribers today and their use cases for Canva Pro
  • Understand Canva Pro's growth loops, levers and metrics
  • Identify your first subscriptions growth opportunity, make a case for it, and see it through.
  • Develop a productled growth strategy for how we grow paid subscribers
  • Work with the team to develop a backlog of growth experiment ideas alongside your product strategy and roadmap
  • Work closely with product design and engineering to deliver on our new subscribers growth strategy

Key Responsibilities:

  • Product manage and lead the Trials Growth team that is responsible for new subscription growth.
  • Define & implement subscription growth strategies that will enable us to hit our crazy big goals for Canva Pro
  • Improve our productled conversion of free active users to paid subscr