Product Expansion Lead at AIOS - Remote, $200k-$400k/yr + 0.15%-0.50% equity

Being the Product Expansion Lead at AIOS

We9re building a world-class team.

As Product Expansion Lead at AIOS, your fundamental role is to drive new category growth.

The rest of the org will stay maniacal about their One Thing (global GLP-1 uptake), while your One Thing will be launching and scaling non-GLP-1 products. We9re currently live with 0 non-GLP-1 products, so this is very much a builder role.

If it9s not a GLP-1, you9ll stay the overall DRI in perpetuity: from TOF acquisition through to retention, and everything in-between. You9ll build a lean, killer team under you as the function grows, but to start with it9ll be on you to run the entire motion.

You9ll:

• Analyze the market to identify which products to launch
• Own the growth strategy: Creative, Performance, Funnel work, organic, and lifecycle
• Work across Clinical, Product, and Ops teams to make sure protocols, supply chains, and productization are in place for every new category

Great performance in this role means average order value (AOV), incremental LTV, and cross-sell rate all improve, starting with our UK business. If you really nail the role, you9ll be a leading candidate for future senior growth roles (VP Growth, CGO).

This is a full-time, fully remote role, and you9ll work async in the timezone of your choice - as long as you9re around until midday Pacific Time for calls as needed.

You9ll report directly to me, Richie (our CEO). I9m intense, so you9ll also be intense. You9ll work long days and regularly weekends.

You9ll also work closely with:

• Dave Lane (Head of Performance)
• Michael McCann (Head of CRO)

Key responsibilities

• Analysis: Maintain a deep understanding of the consumer health market, and use false-door tests, surveys, competitor analysis, and customer data to build conviction before committing to a launch.
• Launches: Take new categories from 01. Own the launch plan end-to-end, coordinating Clinical, Product, Ops, and Growth so products go live quickly and cleanly.
• Growth: Build the growth strategy for each vertical, from cold acquisition through retention, and everything in-between. You won9t execute every channel yourself, but you9ll remain overall DRI.
• Cross-sell: Deftly weave cross-sells into the existing GLP-1 patient journey without adding CVR%-killing friction.
• Economics: Own the unit economics of every vertical. Understand CAC, gross margin, attach rate, cross-sell rate, AOV, retention, payback, and incremental LTV. Rapidly iterate based on the numbers.
• Retention: Ensure each vertical has a reason to exist beyond the first transaction. Build the product, lifecycle, and customer journey required to drive repeat usage and long-term customer value.
• Team: Build a lean, high-performing team as the function scales. Until then, operate as the overall DRI to ensure expansion isn9t blocked.

KPIs

• AOV: Average order value across the UK business. Baseline: . Target: .
• Incremental LTV: LTV added per customer by non-GLP-1 products. Baseline: . Target: .
• Cross-sell rate: % of customers buying more than one product line. Baseline: . Target: .

Need to have

• Category Expansion: You have 3+ years taking an established D2C brand into a category its customers had never bought from it before.
• Consumer: You possess deep consumer knowledge, and have worked in international D2C before. You understand the scary pace required at a high-growth consumer start-up.
• Growth: You understand customer acquisition well enough to build the growth strategy for a new category, including when to press on the gas and when to block launching.
• Commercials: You can evaluate a market quickly, form a strong thesis, and test demand before committing loads of resource. If something9s not working you don9t fall victim to the sunk-cost fallacy - you kill it.
• Unit economics: You are fluent in CAC, cross-sell rate, gross margin, AOV, attach rate, retention, payback, and LTV. You lean on your metrics to decide whether a vertical deserves more investment.
• Execution: You have led launches that required tight coordination across Product, Ops, Growth, Supply Chain, and other specialist teams without losing pace or ownership.
• Builder: You are comfortable being the sole DRI before there is a team. You will fill gaps, mow down blockers, build scrappy solutions, and get the first version live yourself alongside a designer and an engineer.
• Pace: You operate with urgency, make high-quality decisions with incomplete information, and are comfortable running multiple workstreams in parallel.

Nice to have

• Regulatory: You9ve brought a regulated consumer product to market and worked through what you could sell, what you could claim, and what evidence you needed to launch.
• Evaluation: You9ve weighed building a product in-house against partnering, licensing, or acquiring it.
• AI-Native: You use AI as a force-multiplier and can construct agentic workflows yourself.
• Talent: You9ve hired and managed a lean team to grow a new category before. You know which first hire to make and what to keep owning yourself.
• Founder: You9ve founded something, however small, or joined early enough that getting the first paying customer was partly your problem.
• Figure It Out: You9re the person we could drop into an unfamiliar category on Monday. By Friday you9d have spoken to customers, found the people who know the business inside out, and lined up a v1 launch plan.

Our cultural standards

We aim to make this your life9s work. This should be the most challenging, most rewarding role of your life. Accordingly, these are the core cultural standards to which we hold ourselves & our team-members:

1. Belief in the mission: We will have served 100 million patients by the end of 2030 and we transform the life of most patients who join. We have a lot of work to do. We are obsessed with our patients and are dedicated to the mission.
2. Unwavering integrity: We are at the frontier, so we often live in ambiguity with no trodden path. When we can9t look to others for guidance, we must maintain impeccable ethics and unwavering integrity.
3. Only the paranoid survive: Bad sh*t is coming. By joining us, you9re choosing to sail straight towards the storms with unhesitating conviction. However much we9ve already done, however far we9ve already come, it9s still Day 1 and all our work is ahead of us.
4. If we9re average we fail: We are only interested in 4insanely great4, a focus on the quality of our execution that in everyday life would be considered pathological. We have a dedication to excellence and reject incompetence.
5. Commitment to candor: That which can be destroyed by the truth should be. You get full transparency from the company and the company expects full transparency from you. We never say anything about someone that we wouldn9t say to them directly. We give feedback with love and do not need to protect people from fleeting physical sensations.
6. A maniacal sense of urgency: We execute at an intensity that most people think is impossible. Speed is critical and we need things done yesterday. We all work very hard and in such a competitive world there really is no other way to win.
7. Enduring frugality: We are frugal. We hate being wasteful and we are anti-luxury. A culture of cheapness keeps us young. We spend our cash wisely & carefully, in a way that would make our grandmas proud.
8. Bulldozing barriers: The world is malleable and we shape it. We truly believe this and act accordingly. We are relentlessly resourceful and are at the mercy of no-one but ourselves. You9ll be shocked how capable you are and how much you can achieve.
9. Keep your head down: We9re boring people doing exciting work. We don9t chase short-term status. We ignore short-term dopamine hits and focus on what matters. Outsiders will underestimate us and we revel in that.
10. The power of focus: We live in a world of power laws and we cannot overestimate the unimportance of practically everything. Know your One Thing, and nail it.

4You just build a f*ing amazing experience. Make each step amazing. Make every decision in the long term interest of the customer. Give the customer massively more value than you take.4

Compensation & Benefits

You get paid above market salary and you get early stage equity, so you get really rich if we nail this.

• Compensation: $200k-$400k/yr + 0.15%-0.50% equity

Benefits

The stuff below is cool as well.

• Healthcare: comprehensive medical insurance (if appropriate).
• Remote: our team is fully distributed across the world and functions fully remotely.
• Vacation: PTO with a yearly minimum (62f2wks/yr + local national holidays).
• Personal development: budget for books, courses, coaching ($1,200/yr).
• Personal wellness: budget for gym, health apps ($1,200/yr).
• GLP-1s: free membership with a clinic offering GLP-1s.
• Health coaching: free biweekly health coaching so you stay healthy.
• Work coaching: free biweekly work coaching so you stay sharp + calm.
• Equipment: Macbook & work-from-home equipment provided as needed.
• What are we missing? We9re still early so you get to shape our culture.

How to apply

1. Apply on Ashby