Principal Product Manager - Discovery & Onboarding
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Key skills for this role
About the Role
Drive product initiatives for user onboarding and conversion optimization through analytics, A/B testing, and reward design in a high-growth environment.
Key Skills for This Role
Responsibilities
- Design and implement a comprehensive behavioural analytics framework across Exchange landing pages covering scroll depth, content engagement, CTA performance, drop off attribution, and device and geo segmentation
- Define the event taxonomy in partnership with Engineering and Data, ensuring every meaningful pre sign up user action is instrumented, labelled, and queryable at scale
- Build and own real time funnel dashboards that give the full team visibility into the landing to sign up conversion journey
- Conduct continuous analysis using session recording and heatmap tooling to surface engagement patterns and conversion opportunities
- Translate behavioural insights into hypotheses and work with Design and Content to optimise page layout, messaging hierarchy, trust signals, and CTA placement
- Run a structured, high velocity A/B testing programme across landing pages targeting a minimum of four experiments per month once infrastructure is established
- Own conversion performance and UX quality at every step of the post sign up journey: email submission, email verification, phone submission, phone verification, KYC initiation
- Define conversion targets at each step, track actuals on a weekly cadence, and drive improvements through UX iteration and controlled experimentation
- Design and own the reward mechanics tied to the sign up event: welcome bonuses, sign up campaign incentives, and promotional offers that activate at account creation
- Work with Marketing and Campaigns to define reward value, eligibility criteria, and communication timing at the sign up stage
- Instrument reward redemption tracking to measure the direct impact of sign up incentives on registration conversion rate and downstream funnel progression
- Build fraud resistance into reward mechanics at the sign up boundary specifically multi accounting, disposable email sign ups, and synthetic identity abuse of promotional offers
Requirements
- Experience in product management, preferably in consumer facing digital products
- Strong understanding of conversion optimization, A/B testing, and behavioural analytics
- Experience with onboarding funnels, KYC processes, and authentication flows
- Ability to drive cross functional teams and ship features without waiting for direction
- Excellent analytical and problem solving skills
- Experience with analytics tools (FullStory, Hotjar, Microsoft Clarity) and experimentation platforms
Full Job Posting
About the Role
- Crypto.com Exchange serves tens of millions of users globally, and we are scaling aggressively.
- As we grow our reach across new markets and channels, the precision with which we understand, optimise, and personalise the journey from first visit to fully activated account becomes a core competitive advantage.
- This role owns that journey end to end across four deeply connected areas: Landing & Conversion, Onboarding, Sign up Rewards, and Login & Authentication.
Landing & Conversion Optimisation
- Design and implement a comprehensive behavioural analytics framework across Exchange landing pages covering scroll depth, content engagement, CTA performance, drop off attribution, and device and geo segmentation.
- Define the event taxonomy in partnership with Engineering and Data, ensuring every meaningful pre sign up user action is instrumented, labelled, and queryable at scale.
- Build and own real time funnel dashboards that give the full team visibility into the landing to sign up conversion journey.
- Conduct continuous analysis using session recording and heatmap tooling (FullStory, Hotjar, Microsoft Clarity, or equivalent) to surface engagement patterns and conversion opportunities.
- Translate behavioural insights into hypotheses and work with Design and Content to optimise page layout, messaging hierarchy, trust signals, and CTA placement.
- Run a structured, high velocity A/B testing programme across landing pages targeting a minimum of four experiments per month once infrastructure is established.
- Evaluate and improve how content on Exchange pages creates clear hooks and logical pathways that guide high intent visitors toward account creation.
Onboarding Funnel (Sign up to KYC Initiation)
- Own conversion performance and UX quality at every step of the post sign up journey: email submission CTA clarity, form design, and value proposition; email verification delivery reliability, link click through rate, re send UX, and expiry handling; phone submission international dialling UX, number
- Define conversion targets at each step, track actuals on a weekly cadence, and drive improvements through UX iteration and controlled experimentation.
- Ensure step level drop off is fully attributed to specific friction points rather than absorbed into aggregate funnel metrics.
- Work with Legal and Compliance to accommodate regional onboarding variations without creating dead end experiences for users in specific markets.
Sign up Rewards
- Design and own the reward mechanics tied to the sign up event: welcome bonuses, sign up campaign incentives, and promotional offers that activate at account creation.
- Work with Marketing and Campaigns to define reward value, eligibility criteria, and communication timing at the sign up stage, ensuring rewards are positioned as a conversion trigger rather than an afterthought.
- Instrument reward redemption tracking to measure the direct impact of sign up incentives on registration conversion rate and downstream funnel progression.
- Build fraud resistance into reward mechanics at the sign up boundary specifically multi accounting, disposable email sign ups, and synthetic identity abuse of promotional offers.
- Own the clean handoff to the Verification & Activation PM: sign up reward is claimed at account creation; the KYC completion, first deposit, and first trade reward ladder is owned downstream.
Login & Authentication
- Own the returning user experience: a fast, secure, and modern authentication journey that keeps active users engaged and protects them without making them feel it.
The Team
- You will work closely with: Growth coordinating on landing page experience and UTM attribution upstream of sign up; Design page layout, onboarding UX, authentication UI, and content hierarchy; Engineering analytics instrumentation, A/B test infrastructure, auth systems, and verification flows; Data
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