Product Manager, B2C

Team: Product
Reporting to: Senior Director of Product Management
Location: India (Remote)

About ELSA

ELSA is a global leader in AI-powered English communication training, dedicated to transforming how people learn and speak English with confidence. Founded in 2016 and headquartered in San Francisco, we operate across the U.S., Vietnam, Portugal, Indonesia, Brazil and Japan.

Powered by proprietary speech-recognition technology and generative AI, ELSA delivers real-time, hyper-personalized feedback to help learners improve pronunciation, fluency, and overall communication effectiveness. With over 50 million learners and 1 billion hours of anonymized speech data, ELSA's depth of language training intelligence is unmatched in the industry.

Our consumer products help millions of learners build practical English communication skills through personalized, bite-sized learning experiences. ELSA combines AI-powered coaching, speech recognition, adaptive learning, and engaging product experiences to help users build consistent learning habits and make measurable progress.

Our vision is to become the global standard for real-time English communication training, enabling 1.5 billion language learners worldwide to speak clearly, be understood, and share their stories with the world.

Backed by world-class investors including Google's Gradient Ventures, Monk's Hill Ventures, and SOSV, ELSA has been recognized among the top global AI innovators:

• Forbes Top 4 Companies Using AI to Transform the World

• Research Sniper Top 5 Best AI Apps

• ASU+GSV EdTech 150

• CB Insights Top 100 AI Companies

We are scaling aggressively on the consumer side — moving from a language-learning app into a highly personalized AI communication coach that users build into their daily lives. That means stronger engagement loops, smarter personalization, better learning outcomes, and a product experience that drives long-term retention and subscription growth.

Join us in shaping the future of language learning and empowering millions to unlock opportunity through confident communication.

Job Overview

As Product Manager for B2C, you will own the product experience for ELSA's consumer learners — from the moment a user discovers and starts using ELSA to the point where they build a lasting learning habit, subscribe, improve their English, and continue their journey with the product.

You'll work closely with the Product, Engineering, AI/ML, Design, Marketing, and Data teams to build experiences that drive acquisition, activation, engagement, retention, learning outcomes, and subscription revenue.

This is a high-ownership role. You'll own key parts of the consumer product journey and use a combination of user research, behavioral data, experimentation, and business metrics to identify opportunities and prioritize what to build next.

You'll sit close to both user growth and revenue — your roadmap will directly influence user engagement, retention, conversion, and LTV.

Key Responsibilities

• Own the end-to-end B2C product experience across onboarding, assessment, learning, practice, AI coaching, subscription, and long-term user engagement

• Build product experiences that turn new users into activated learners and help them quickly understand ELSA's value

• Design and optimize engagement loops and learning habits that keep users coming back consistently beyond their first few weeks

• Own key consumer product metrics including activation, DAU/WAU, engagement, retention, conversion, subscription revenue, churn, and LTV

• Partner closely with Growth and Marketing teams on acquisition-to-conversion funnels, identifying product opportunities to improve trial conversion and paid subscription growth

• Work with the AI/ML team to develop personalized learning paths, AI coaching experiences, recommendations, and adaptive learning features that improve both engagement and learning outcomes

• Use quantitative and qualitative insights to identify user pain points, diagnose drop-off points, and prioritize high-impact product opportunities

• Lead A/B testing and experimentation across onboarding, learning flows, engagement mechanics, paywalls, subscription journeys, and other key product surfaces

• Define and maintain a clear, well-prioritized product roadmap grounded in user needs, behavioral data, experimentation results, and commercial impact

• Partner with Engineering, Design, Data, AI/ML, and Growth to take products from discovery through launch, measurement, and iteration

• Establish and monitor product success metrics, ensuring new features deliver measurable improvements in user behavior, learning outcomes, and business performance

• Act as the voice of the consumer within the Product organization, synthesizing user research, reviews, support feedback, behavioral data, and market trends into concrete product decisions

• Communicate product strategy, priorities, trade-offs, and results clearly to senior leadership and cross-functional stakeholders

What You Will Have

Must-Haves

• 5+ years of product management experience in B2C digital products, consumer apps, SaaS, EdTech, subscription products, or other high-scale consumer experiences

• Demonstrated experience owning products with measurable impact on user growth, engagement, retention, conversion, or monetization

• Strong analytical instincts and hands-on experience working with product analytics such as Amplitude, Mixpanel, GA4, Firebase, or similar tools

• Strong understanding of consumer product funnels, including acquisition, activation, engagement, retention, conversion, churn, and LTV

• Proven experience designing and running A/B tests and product experiments, using data to make product decisions

• Experience building products that rely on personalization, recommendations, behavioral data, or adaptive experiences

• Strong customer empathy and the ability to translate user problems into clear product opportunities

• Excellent written and verbal English, with the ability to communicate product strategy and trade-offs clearly to senior leadership and cross-functional teams

• High ownership mentality — you take responsibility for product outcomes, not just product delivery

Strongly Preferred

• Experience with consumer subscription products, freemium models, or mobile apps

• Experience working on EdTech, language learning, AI-powered consumer products, or productivity apps

• Experience with growth product management, including onboarding, paywalls, pricing, conversion optimization, retention, and lifecycle engagement

• Familiarity with mobile product development across iOS and Android

• Experience with analytics and experimentation platforms such as Amplitude, Mixpanel, Firebase, GA4, Optimizely, LaunchDarkly, or similar

• Strong understanding of subscription economics, including conversion, churn, retention cohorts, ARPU, CAC, and LTV

• Experience working with AI/ML-powered consumer experiences, including LLMs, personalization, recommendation systems, or conversational AI

• Python knowledge to write custom scripts for data analysis, transformations, or API interactions

• Familiarity with AI tools and technologies such as LLMs, LangChain, RAG pipelines, AI agents, and LLM orchestration frameworks

Why ELSA

• Mission that matters — millions of learners around the world use ELSA to improve their English communication and unlock new personal and professional opportunities

• Proprietary speech AI with a genuine moat — our coaching engine is built on years of speech data and proprietary technology, not simply a wrapper around a general-purpose LLM

• Massive consumer scale — the opportunity to shape a product used by millions of learners across different markets, languages, and learning goals

• AI-native product opportunity — work at the intersection of consumer products, language learning, speech AI, and generative AI

• Fast-moving, low-bureaucracy culture — your product decisions can reach millions of users quickly and be iterated based on real-world data

• Direct impact on growth and revenue — your roadmap will directly influence engagement, retention, subscription conversion, and LTV

• Globally distributed team — collaborate with talented colleagues across Asia, the U.S., Europe, and Latin America

• Fully remote-friendly with a globally distributed team

• A product leadership team that moves fast, thinks in frameworks, and invests in your growth

• Comprehensive employee well-being benefits

• Opportunity to contribute to a fast-growing, well-funded Silicon Valley startup with global impact