Principal Product Manager, Digital & Commerce

The Role

Lonely Planet is looking for a Principal Product Manager to lead the evolution of our web experiences and the platforms that power them. This role sits at the intersection of traveler experience, content, technology, and business strategy — and it's squarely focused on outcomes.

We want a product leader who gets energized by moving numbers that matter: engagement, conversion, membership growth, revenue. Someone who can hold a complex, multi-surface portfolio together, set a clear direction, and bring the team along with them.

You'll own the product roadmap for Lonely Planet's web ecosystem while partnering closely with App, CMS, Editorial, Design, Engineering, Data, SEO, and Commercial teams.

What You'll Own

Editorial Content & Discovery The core Lonely Planet experience — editorial publishing, tentpole moments like Best in Travel, site navigation, content discovery, SEO, and the traveler-facing surfaces that drive engagement and return visits.

Commerce Our shop eCommerce experience: product discovery, conversion optimization, checkout, merchandising, catalog management, and the Shopify requirements that drive revenue.

Membership & Engagement Authenticated user experiences and the connective tissue between content, personalization, subscriptions, and long-term traveler loyalty.

Partnership Integrations & Multi-Platform Scoping and leading partner experiences beyond standard web and CMS implementations — and ensuring cohesion across web, CMS, Shopify, and third-party surfaces.

Key Responsibilities

• Own and evolve the product roadmap across all digital surfaces, translating business and traveler goals into a prioritized, coherent strategy
• Balance short-term delivery with long-term platform thinking; know when to build for now and when to build for scale
• Write clear, high-quality PRDs and Jira tickets that let engineering and design move fast and build right
• Use analytics, experimentation, and behavioral insights to drive decisions and measure impact — direct ownership of CVR, RPV, AOV, engagement depth, and membership growth
• Accelerate how the team works: sharpen frameworks, improve prioritization, raise the quality of requirements — not just your own output
• Identify and apply AI tools to improve both team workflows and traveler-facing experiences
• Drive alignment across Design, Engineering, Editorial, Marketing, and App — unblocking decisions and maintaining momentum
• Partner with CMS and Editorial to evolve content creation, management, and distribution systems
• Lead the product side of partnership deal implementation and define site-level integration strategy

Required Qualifications

• 8+ years of product management experience with demonstrated progression to Staff or Principal scope
• Proven portfolio-level ownership — experience managing multiple interconnected product areas with real business leverage
• Strong eCommerce background with hands-on Shopify experience (configuration, commerce ops, engineering requirements)
• Deep fluency in analytics and funnel data; comfortable using behavioral insights and business metrics to drive decisions
• Demonstrated ability to raise team performance — not just personal output — through better frameworks and ways of working
• Experience with SEO, content discovery, or audience growth strategies
• AI fluency: active use of AI tools in your product practice, with clear instincts for where it creates leverage
• Excellent communication and stakeholder management; able to