Product Owner, Member Acquisition

Role Overview

Product Owner, Member Acquisition Own the strategy and execution for Twin’s next-generation member acquisition experience. Build and scale a modern, AI-driven acquisition engine that identifies people who can benefit most and drives them to register and activate.

Key Responsibilities

• Own member acquisition end-to-end: from identifying high-potential eligible populations through registration and early activation.
• Build the Member Acquisition “machine,” including:
  • Segmentation and targeting logic
  • Channel and messaging strategy
  • A living experiment backlog
  • Measurement frameworks and weekly operating cadence
• Stand up AI-driven growth workflows to scale:
  • Personalization and targeting
  • Creative generation and iteration
  • Campaign orchestration and operational efficiency
• Run bold experiments across the acquisition funnel:
  • Partner/employer launch playbooks
  • Member outreach (email, SMS, direct mail where applicable)
  • Landing pages, referral loops, and conversion paths
  • Signup flow optimization and friction removal via product changes
• Instrument, analyze, and explain performance:
  • Build/maintain dashboards
  • Evaluate experiments with strong measurement hygiene
  • Clearly identify winners/losers and iterate quickly (double down or kill fast)

Requirements

• AI-first approach with hands-on experience using AI tools for research, targeting, personalization, creative iteration, and operational workflows.
• Proven track record improving top-of-funnel metrics (registrations, conversion rate, CAC) through experimentation.
• Builder mindset: create lightweight systems, landing pages/flows/templates/automations, and instrumentation.
• Strong analytics and experimentation skills.
• Product expertise with 8+ years of product management experience (sentence truncated in posting but clearly indicates 8+ years).