Senior Product Manager – Website & Commerce Experience

Taxwell helps everyday Americans get every tax advantage they deserve by finding credits and deductions they never even knew existed. Our tax preparation software offers easy guidance and ensures your maximum tax refund. We strive to build a team of like-minded experts in both tax and technology who align with our brand purpose, are advocates for our customers and have a fresh, non-traditional approach to the tax industry.

Taxwell is a leading digital tax filing platform formed in 2022 from the combination of Drake Software® and TaxAct®. These two longstanding organizations offer customers professional and do-it-yourself digital and downloadable products that are easy-to-use, best-in-class technology, and provide unparalleled customer support. Taxwell brands are a trusted solution for all users including those with complex tax returns. We strive to attract and retain candidates who exemplify our values: performance, perseverance, progress and partnership. Taxwell is an organization of forward thinkers looking to add industry experts to our growing team. 

Product Manager – Website & Commerce Experience

Position Summary

TaxWell is seeking a Product Manager – Website & Digital Experience to own the strategy, roadmap, and execution across TaxAct.com, Drake Software, and 1040.com. This role is responsible for driving customer acquisition, engagement, and conversion through best-in-class website experiences, content management capabilities, ecommerce funnel optimization, and digital experimentation.

The Product Manager will serve as the business owner for the website ecosystem, partnering closely with engineering, UX, marketing, SEO, analytics, content, and compliance teams to deliver customer-centric experiences that drive measurable business outcomes. The ideal candidate combines strong product management fundamentals with experience managing websites, CMS platforms, and ecommerce conversion funnels.

Essential Duties and Responsibilities:

Website Strategy & Ownership

• Own the product vision, strategy, roadmap, and performance of TaxAct, Drake, and 1040.com websites.

• Define and prioritize initiatives that improve customer acquisition, engagement, conversion, and retention.

• Establish website KPIs and measure success against business objectives.

• Drive continuous improvements to website navigation, content experiences, site performance, accessibility, and user journeys.

• Identify market opportunities through customer research, analytics, industry trends, and competitive analysis.

• Lead A/B testing, personalization, landing page optimization, and funnel enhancement initiatives.

CMS & Content Platform Management

• Own the CMS platform strategy, capabilities, governance, and content publishing experience.

• Partner with Marketing, SEO, Content, and Engineering teams to improve content workflows and operational efficiency.

• Define requirements and prioritization for CMS enhancements and integrations.

• Ensure content experiences support business goals while maintaining brand consistency and compliance requirements.

Ecommerce & Conversion Optimization

• Own the end-to-end ecommerce funnel and conversion strategy across digital properties.

• Leverage analytics, customer insights, and experimentation to identify conversion opportunities and customer friction points.

• Lead A/B testing, personalization, landing page optimization, and funnel enhancement initiatives.

• Partner with marketing and analytics teams to maximize acquisition efficiency and revenue growth.

Product Leadership & Execution

• Define product requirements, user stories, success metrics, and acceptance criteria.

• Own and prioritize the product backlog to ensure alignment with strategic objectives.

• Lead cross-functional teams through discovery, planning, development, launch, and optimization.

• Make informed trade-off decisions balancing customer needs, business goals, technical constraints, and delivery timelines.

• Participate in Agile ceremonies and ensure successful execution of roadmap commitments.

Essential Duties and Responsibilities:

Website Strategy & Ownership

• Own the product vision, strategy, roadmap, and performance of TaxAct, Drake, and 1040.com websites.

• Define and prioritize initiatives that improve customer acquisition, engagement, conversion, and retention.

• Establish website KPIs and measure success against business objectives.

• Drive continuous improvements to website navigation, content experiences, site performance, accessibility, and user journeys.

• Identify market opportunities through customer research, analytics, industry trends, and competitive analysis.

• Lead A/B testing, personalization, landing page optimization, and funnel enhancement initiatives.

CMS & Content Platform Management

• Own the CMS platform strategy, capabilities, governance, and content publishing experience.

• Partner with Marketing, SEO, Content, and Engineering teams to improve content workflows and operational efficiency.

• Define requirements and prioritization for CMS enhancements and integrations.

• Ensure content experiences support business goals while maintaining brand consistency and compliance requirements.

Ecommerce & Conversion Optimization

• Own the end-to-end ecommerce funnel and conversion strategy across digital properties.

• Leverage analytics, customer insights, and experimentation to identify conversion opportunities and customer friction points.

• Lead A/B testing, personalization, landing page optimization, and funnel enhancement initiatives.

• Partner with marketing and analytics teams to maximize acquisition efficiency and revenue growth.

Product Leadership & Execution

• Define product requirements, user stories, success metrics, and acceptance criteria.

• Own and prioritize the product backlog to ensure alignment with strategic objectives.

• Lead cross-functional teams through discovery, planning, development, launch, and optimization.

• Make informed trade-off decisions balancing customer needs, business goals, technical constraints, and delivery timelines.

• Participate in Agile ceremonies and ensure successful execution of roadmap commitments.

Data, Analytics & Customer Insights

• Utilize quantitative and qualitative research to guide product decisions.

• Monitor website, funnel, customer behavior, and business performance metrics.

• Develop business cases and recommendations supported by data and customer insights.

• Create and communicate product performance updates to stakeholders and leadership.

Stakeholder Management

• Build strong partnerships across Engineering, UX, Marketing, SEO, Analytics, Content, Legal, Compliance, and Operations teams.

• Align stakeholders around product vision, priorities, and outcomes.

• Communicate roadmap decisions, progress, risks, and business impact effectively across the organization.

Required

• 3–5+ years of Product Management experience in digital products, ecommerce, SaaS, fintech, or consumer technology

• Demonstrated experience owning website experiences, digital products, or ecommerce platforms

• Experience with CMS platforms such as Contentful is a Plus

• Experience with A/B testing and experimentation platforms

• Experience developing product roadmaps and prioritizing initiatives based on customer needs and business value

• Strong analytical skills with experience leveraging data to drive product decisions

• Excellent communication, stakeholder management, and collaboration skills

At Taxwell, we believe our work benefits from the diverse perspectives of our employees. As such, Taxwell welcomes and celebrates diversity and inclusion and is committed to equal opportunity employment. At Taxwell, you can expect a supportive, open, and inclusive atmosphere and a team that values your contributions.

Taxwell is committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants without regard to race, color, religion, sex, national origin, age, disability, marital status, sexual orientation, gender identity, veteran status, and any other status protected under applicable law. Taxwell considers information gathered in the hiring process, including information on this application, confidential, and only shares it on a need-to-know basis or as required by law.

If you need assistance or accommodation due to a disability, you may contact us at [email protected]  or by calling 828-349-5887 to speak with a member of the HR Talent Acquisition team.