Senior Product Manager, E-Commerce
Role summary
Forma is seeking a Senior Product Manager to lead the evolution of its on-platform benefits marketplace. The primary goal is to shift user behavior from off-platform claims to on-platform redemptions, driving engagement, conversion, and total spend. This role involves defining strategy, running experiments, and delivering product experiences that leverage e-commerce and marketplace principles. The ideal candidate will deeply understand user needs and motivations to create a best-in-class benefits discovery and redemption experience. This is a remote-first position within a fast-growing, venture-backed company in the employee benefits technology sector.
## About Forma
The employee benefits market is broken. Companies invest millions annually in benefits that employees neither value nor use regularly. Forma, founded in 2017, set out to challenge this one-size-fits-all approach.
Forma's flexible benefits software enables companies to offer competitive packages while reducing costs and inefficiencies. It gives employees more choice and flexibility in spending their benefit allowances. The platform also saves HR professionals countless hours managing and supporting various solutions.
With Forma, companies can choose from a suite of products, including Lifestyle Spending Accounts, Health Spending Accounts, Health Reimbursement Arrangements, Flexible Spending Accounts, and more. These products allow companies to design and deliver customized benefits programs through a single platform. Employees can then spend account funds in three ways: The Forma Store, The Forma Visa Card, or claim reimbursement.
Forma has helped hundreds of renowned companies, including Stripe, Zoom, Lululemon, and Affirm, design inclusive, flexible benefits programs for nearly a million employees. We have a 98% customer retention rate, 75 NPS, and 98 CSAT ratings from members.
Forma is backed by Emergence Capital and Ribbit Capital. It has received numerous awards for its exponential growth, software innovation, and as a "Great Place to Work."
## About the Role
At Forma, we’re redefining how global employee benefits come to life. Today, benefits are too often transactional: employees submit a claim, wait for reimbursement, and repeat. The policies to understand what is eligible are deep inside PDF files. It’s difficult to intuitively understand what they can actually do with their benefits. And once a purchase is made, it often happens outside of Forma, following the same old receipt-upload flow. We believe benefits should feel more like a modern, intuitive marketplace than an expense report.
As a Senior Product Manager, you’ll own the evolution of our on-platform benefits marketplace. Your goal is to shift user behavior from off-platform claims to simple, high-conversion on-platform redemptions. You’ll partner closely with leadership to define strategy, run experiments, and deliver product experiences that meaningfully increase engagement, conversion, and total spend through the marketplace.
## You Will
- Own the marketplace experience end-to-end.
Drive the strategy and execution of Forma Collective as the primary destination for benefits discovery and redemption.
- Shift user behavior from claims marketplace.
Design experiences that nudge, incentivize, and naturally transition users toward on-platform redemption.
- Drive measurable growth:
Increase Marketplace visits, Conversion to purchase, Total GMV / wallet spend on-platform
- Build a best-in-class benefits marketplace
Apply proven e-commerce and marketplace principles (merchandising, personalization, discovery, lifecycle engagement) to benefits.
- Lead experimentation at scale
Develop hypotheses from user behavior and spend data, and run structured experiments to optimize key metrics.
- Create compelling redemption moments
Design innovative ways to surface and deliver benefits (timely prompts, curated collections, lifecycle triggers, etc.).
- Deeply understand users
Build a strong point of view on member needs, motivations, and barriers to an intuitive benefits experience on-platform
## Preferred Skills
- 5+ years of PM experience, preferred e-commerce and marketplace experience
- Capability to analyze historical user behaviors and spend data to create product-first hypothesis
- Design and implement user experiments to optimize specific outcomes
- Proven track record of pushing ambitious products that met the organization's goals and timeline.
- Superb prioritization, communication and problem-solving skills. Able to understand deeply about complex problems and develop clear rationale to bring people onboard.
- Comfortable working remotely with a remote-first team.
- Having experience working closely with technical teams and technical stakeholders
## Benefits and Perks
- Remote-first working environment
- Medical, dental and vision insurance plans
- Employee wellness program
- Home Productivity program
- Team building program
- 401(k) savings plan
- Flexible PTO policy
- 12 weeks Parental Leave + 4 additional weeks for the Birthing Parent
*At Forma, we value diversity and always treat all employees and job applicants based on merit, qualifications, competence, and talent. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.*
*Duties and responsibility may not all be covered in the description or may change over time at the discretion of Forma. You're encouraged to apply even if your experience doesn't precisely match the job description. Your skills and passion will stand out—and set you apart—especially if your career has taken some extraordinary twists and turns. At Forma, we welcome diverse perspectives and people who think rigorously and aren't afraid to challenge assumptions. Join us!*
