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Associate Vice President (AVP), Product

Role Overview

The AVP, Product will play a pivotal role in shaping the product's design, usability, and engagement strategy. This role requires a strong background in UI/UX and design, ideally from someone who has worked as a Product Designer and has a bias for action, execution, and rapid iteration. The AVP will lead product experience innovation, ensuring best-in-class UI/UX, high engagement, and seamless user interactions. They will work closely with cross-functional teams including product management, engineering, growth, and marketing to create a highly engaging and delightful user experience.

Key Responsibilities :

Product Roadmap & Strategy :

- Define and drive the overall product roadmap, ensuring alignment with business objectives, market trends, and user needs.

- Prioritize product initiatives based on user research, data insights, and competitive analysis.

- Establish a clear framework for experimentation, iteration, and scaling features that enhance engagement and retention.

- Collaborate closely with leadership to refine long-term product vision and innovation strategy.

User Research & Behavioural Insights :

- Lead qualitative and quantitative user research initiatives to uncover pain points, preferences, and engagement patterns.

- Conduct surveys, usability tests, and in-depth interviews to validate product hypotheses and inform feature development.

- Leverage behavioral analytics to understand user interactions, optimize engagement strategies, and refine user flows.

- Utilize data-driven insights to prioritize product improvements that enhance retention, DAU/MAU, and user lifetime value (LTV).

Product Design & User Experience Leadership :

- Define and drive product vision, strategy, and execution for the skincare app, ensuring an innovative, high-impact, and user-centric experience.

- Develop and maintain scalable design systems, balancing aesthetics, functionality, and brand consistency.

- Lead user research, behavioral analysis, usability testing, and A/B experiments to uncover insights that enhance engagement, retention, and overall product experience.

- Work closely with engineering teams to ensure smooth implementation of design systems and component libraries.

Innovation & New Feature Development :

- Conceptualize and drive innovative features such as innovative, high-engagement, and high-impact product experiences that redefine digital skincare.

- Stay ahead of industry trends, emerging technologies, and design innovations to keep the product at the forefront of skincare tech.

- Implement a rapid iteration process, launching MVPs, gathering feedback, and continuously improving based on user insights.

User Engagement, Retention, and Growth Strategy :

- Develop and optimize key engagement features to ensure high retention, session frequency, and community participation.

- Leverage behavioral data, heatmaps, and user behavior analytics to optimize navigation, reduce friction, and increase DAU/MAU, retention, and user lifetime value (LTV).

- Work closely with marketing, data, and growth teams to develop user engagement strategies that drive habit formation, long-term retention, and higher session frequency.

Cross-functional Collaboration & Execution :

- Partner with engineering, data, growth, and marketing teams to align product design and innovation strategies with broader business objectives.

- Ensure design and usability best practices are integrated across all platforms (mobile & web).

- Own the end-to-end user journey, ensuring seamless transitions between features and functions.

Required Qualifications & Experience :

• 7+ years of experience in Product Design, UX/UI, or Product Management with a strong design-first approach.
• Proven experience as a Product Designer or UX Lead, with a track record oflaunching highly engaging consumer-facing apps.
• Strong expertise in UI/UX principles, design systems, user research, and usability testing.
• Deep understanding of Figma, Adobe Suite, prototyping tools, and front- end collaboration.
• A bias for action - ability to take quick, data-driven decisions, iterate rapidly, and execute efficiently.
• Experience in gamification, engagement strategies, and habit-building mechanics is a plus.
• Background in e-commerce, consumer tech, or beauty/wellness apps is preferred.
• Familiarity with A/B testing, behavioral analytics tools (Mixpanel, VWO, UserPilot, etc.), and experimentation frameworks.