Digital Product Manager – Consumer Applications

Role Purpose

The Digital Product Manager – Consumer Applications is responsible for managing the lifecycle of multiple user-facing applications that serve distinct consumer groups. The role combines product ownership with strategic commercialization, ensuring each application drives user engagement, business value, and revenue opportunities.

Scope of Responsibility

• Application Ownership: Manage multiple apps and ensure each delivers value across user types.
• Strategy & Monetization: Define and execute monetization models for consumer apps and identify commercialization opportunities across user groups.
• Drive market expansion by identifying new user segments, and values that lead towards opportunities to grow our apps’ impact and reach.
• Roadmap Management: Own the roadmap for each app, prioritize based on business outcomes, user needs, and technical feasibility.
• Execution: Manage backlog, write epics and user stories, and work with agile teams to ensure delivery.
• Applications lifecycle management owner, from discovery to sunset
• Measurement & Analytics: Define KPIs, monitor adoption/engagement, conversions among other metrics, and drive continuous improvement.
• Use Salesforce Marketing Cloud (SFMC) to orchestrate personalized communications, push notifications, and customer lifecycle automations. 
• Innovation: Identify new technologies, trends, and features relevant to digital apps.

Key Interfaces

• R&D / QA – ensure delivery, technical feasibility, and quality.
• Marketing – go-to-market, positioning, and user acquisition.
• Product Peers – align vision and roadmaps across consumer/B2B products.
• Sales Leadership – provide insights, enablement, and support commercialization.
• Customer Success / Support – capture feedback, improve user experience.
• Finance / Strategy – validate monetization models and business impact.

Qualifications

• 5+ years of product management experience in digital, app-based products.
• Experience managing multiple user-facing apps and distinct.
• Proven experience in eCommerce or app-based sales & marketing flows. 
• Demonstrated experience in app commercialization/monetization.
• Strong analytical skills and data-driven decision-making.
• Excellent communication and stakeholder collaboration.
• Agile product development background.
• Solid understanding of conversion funnels, customer segmentation, and journey orchestration. 
• Preferred: industry/domain knowledge in consumer goods applications
• Preferred: Strong familiarity with Salesforce Marketing Cloud – must understand how to collaborate with technical and marketing teams using these platforms.