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Head of Product & Growth (Dreamwell)

Ethereal Music Group
Vancouver, CAN
Full Time
Director
Yesterday
Product ManagementGrowth StrategyUser ExperienceAnalyticsCross functional LeadershipMobile App Development
Free

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About Dreamwell (EMG)

  • Dreamwell is a sleep and wellness app focused on helping users relax, fall asleep, and improve their nightly routines through music, sound, and thoughtful digital experiences.
  • As part of Ethereal Music Group, Dreamwell sits at the intersection of music, wellness, product, and technology.

Role Overview

  • The Head of Product & Growth will be responsible for leading the strategy, roadmap, user experience, growth initiatives, and overall business performance of the Dreamwell app.
  • This is not a traditional Product Manager role; the successful candidate will operate as the internal owner of Dreamwell.

Product Management, Strategy & Roadmap

  • Own the day to day product management and product strategy for Dreamwell.
  • Develop and manage the product roadmap based on user needs, business goals, analytics, and company priorities.
  • Translate business objectives into clear product priorities, requirements, user stories, and execution plans.
  • Identify opportunities to improve onboarding, activation, engagement, retention, monetization, and overall user experience.
  • Manage product backlogs, sprint priorities, feature releases, and QA feedback.
  • Work closely with engineering to clarify scope, answer product questions, test features, and support timely delivery.
  • Work closely with leadership to align Dreamwell’s product direction with broader company strategy.

Growth & Commercial Performance

  • Own the growth strategy for the app, including acquisition, conversion, retention, pricing, subscription performance, and lifecycle engagement.
  • Monitor and improve key performance indicators, including downloads, trial starts, conversion rate, churn, retention, revenue, LTV, CAC, and app store performance.
  • Work with marketing and creative teams to test campaigns, landing pages, positioning, app store assets, messaging, and growth experiments.
  • Help manage the app’s budget, forecasts, and P&L performance in partnership with finance and leadership.
  • Make data informed recommendations on pricing, packaging, free trials, subscription offers, and monetization strategy.
  • Identify opportunities to improve the commercial performance of the app through product, marketing, pricing, and user experience improvements.

User Experience & Design Direction

  • Lead the overall UX direction for Dreamwell, ensuring the app is simple, calming, intuitive, and aligned with the brand.
  • Create, review, or direct user flows, wireframes, feature concepts, and product experience improvements.
  • Identify friction points across onboarding, navigation, content discovery, subscription flows, and daily usage.
  • Ensure design decisions are grounded in user behaviour, usability, brand fit, and business objectives.
  • Conduct or coordinate user research, competitive analysis, usability testing, and product testing.
  • Work with internal or external designers to deliver a polished, thoughtful, and high quality app experience.

Cross Functional Leadership

  • Act as the central product contact and internal owner for Dreamwell across engineering, design, marketing, content, creative, finance, and leadership.
  • Work closely with engineering to scope features, clarify requirements, prioritize work, and support delivery.
  • Own relationships with external product and development partners.
  • Collaborate with marketing, content, creative, finance, and leadership to ensure product decisions support business goals.
  • Lead product meetings, roadmap reviews, sprint planning input, launch planning, and performance reviews.
  • Ensure features are delivered on time, tested properly, and measured after release.
  • Keep stakeholders aligned on priorities, timelines, trade offs, risks, and opportunities.

Analytics, Testing & Continuous Improvement

  • Use analytics tools, user feedback, app store data, and business metrics to evaluate product performance.
  • Define success metrics for features, experiments, and growth initiatives.
  • Monitor competitors and market trends in sleep, wellness, meditation, audio, music, and subscription apps.
  • Run structured tests to improve onboarding, retention, monetization, content discovery, and subscription conversion.
  • Build a culture of continuous improvement based on evidence, not assumptions.
  • Regularly report on product performance, growth progress, key learnings, risks, and opportunities.

Requirements

  • 5+ years of experience in product management, product leadership, growth, app development, or a related role.
  • Experience working on consumer apps, subscription products, wellness products, music products, or mobile first digital businesses.
  • Strong understanding of product strategy, UX, user research, analytics, experimentation, and growth loops.
  • Demonstrated ability to own a product roadmap and drive cross functional execution.
  • Commercial mindset with experience influencing revenue, retention, pricing, conversion, or subscription performance.
  • Comfortable working with engineering, design, marketing, finance, and senior leadership.
  • Strong analytical skills and the ability to translate data into clear product and business decisions.
  • Strong written and verbal communication skills.
  • Entrepreneurial mindset and comfort operating in an early stage, fast moving, or resource constrained environment.
  • Ability to balance strategy, execution, user experience, and commercial outcomes.

Nice to Have

  • Experience with sleep, wellness, meditation, or mental health apps.
  • Experience with mobile subscription businesses.
  • Experience with app store optimization, lifecycle marketing, push notifications, onboarding optimization, or subscription conversion.
  • Experience working in a startup, early stage product, or small cross functional team.
  • Hands on design skills, including wireframing or prototyping.
  • Experience managing or contributing to a product P&L.
  • Familiarity with tools such as Figma, Amplitude, Mixpanel, Firebase, RevenueCat, App Store Connect, Google Play Console, or similar platforms.

Ideal Candidate Profile

  • The ideal candidate is a product minded business owner who can think like a GM, execute like a Product Manager, and care deeply about user experience.
  • You are equally comfortable reviewing metrics, mapping user flows, prioritizing engineering work, testing growth ideas, presenting strategy, and delivering new products through a lean organization.
  • You are not just looking to manage tickets or ship features. You want to own the success of a product and help turn Dreamwell into a focused, polished, and commercially successful app.

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