Web Conversion Product Manager

Toggle is a product company building eSIM and VPN solutions for global connectivity across all major platforms, including mobile, desktop, and TV.

Role Overview

Toggle is a next-generation mobile operator. Mobile internet in 188 countries, delivered via eSIM technology.

The site is the landing surface for traffic from brand marketing — and, once proven, for campaign traffic that started on Growth Manager's test domains. Your job is to convert visitors into a purchase or an app download, and to guide eSIM buyers into installing the app afterward. You work hands-on with a web designer and an SEO specialist as your core team, shipping and testing sales pages release by release.

Responsibilities

On-site conversion

• homepage and plan/purchase pages — structure, positioning, A/B testing;

• post-purchase → app install funnel for eSIM buyers.

Content infrastructure

• CMS for the site — pages, articles, and help center content update in real time, without engineering involvement;

• help center page structure — Lead Support is the customer and fills it with content; you build and own the page and the CMS behind it.

Campaign page integration

• turning validated Growth Manager landing pages (tested on separate domains for Google/Facebook/Influencer traffic) into permanent structural pages on the main site.

Account layer

• personal cabinet — kept in parity with mobile app functionality as the app team ships it (not original design);

• build and A/B test on-site sales pages, including the homepage;

• own the purchase → app install funnel for eSIM buyers;

• build and maintain the CMS, including the help center page, so content updates in real time without engineering;

• partner with Growth Manager to turn validated campaign landing pages into permanent site pages;

• keep the personal cabinet in parity with mobile app functionality;

• work day-to-day with the web designer and SEO specialist;

• coordinate with the Mobile product team so releases move in lockstep;

• own conversion rate (CR) as the core site metric;

• write PRDs with a clear Definition of Ready and Definition of Done;

• report on web metrics weekly: traffic, conversion, app-install handoff rate.

Key metrics:

• website conversion rate (visit → purchase / install);

• purchase → app install handoff rate.

What We Expect from You

Hard skills:

• 2+ years as PM or analyst on a web product;

• built dozens of landing pages across different niches and verticals — sharp instinct for what drives action (install or purchase) in different contexts;

• strong understanding of conversion funnels and web analytics;

• hands-on experience with GA4, Hotjar, or equivalents;

• hands-on experience implementing and running a CMS (Webflow, Wordpress, or equivalent);

• able to write PRDs and hold the line on Definition of Ready before work starts and Definition of Done before accepting results;

• SEO understanding at a strategy level (not execution — SEO specialist implements);

• English — B2+.

Soft skills:

• thinks from the user, not from technical constraints;

• holds multiple workstreams simultaneously without dropping context;

• prioritizes ruthlessly in a resource-constrained environment;

• communicates clearly with both technical and non-technical stakeholders.

Nice to have:

• experience launching a product in Western markets;

• travel tech, telecom, or subscription product background;

• CRO (conversion rate optimization) experience;

• localization and multi-language product experience;

Perks

• official employment and a competitive salary;

• paid vacation+5 personal days per year;

• support for growth: we cover professional courses, books, and conferences;

• private health insurance (including dental coverage);

• internal English classes;

• fast skill growth in a startup-paced environment;

• a culture of openness, respect, and honest feedback;

• minimal bureaucracy — maximum impact and momentum.

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