by Elizabeth Wynn August 10, 2022


ROAD iD is a company that embraces our "Why" - to save lives, provide peace of mind, and fuel adventure. This is a unique opportunity to own, grow, and evolve Digital Products for a fun, fast-growing company that thrives on making a positive impact in the world. In fact, we are on our way to impacting over 9 million lives in the next few years. The mission for the Digital Products Manager is two-fold: 1) You’ll lead the development of ROAD iD’s digital products and 2) Work with internal and external stakeholders to plan and execute the growth strategy for our Digital Products.


Our vision is to positively impact lives across multiple digital products. The Digital Products Manager will be a product leader and strategist that can effectively set the vision and roadmap for building and enhancing our existing (and future) digital products. As ROAD iD’s first true “Digital Products Owner,” you’ll establish and evolve the Product Ownership discipline that enables ROAD iD to positively impact lives.


You’ll lead ROAD iD’s Digital Products Strategy. To this end, you will:

  • Obsess over the customer experience and pay fierce attention to customer feedback in an effort to suss our opportunities to make our products more Fun, Frictionless, and Personal.
  • Define the vision for the products and set the product roadmap.
  • Manage/prioritize the product backlog and work with engineering to make sure we're working the right tickets (bugs, features, etc.) at the right time on the right cadence.
  • Create appropriately detailed tickets in an effort to speed the development process.
  • Oversee the entire product lifecycle: design, development, testing, and growth.
  • Define and lead the appropriate project management process - holding yourself (and others) accountable to it.
  • Liaise with (yes, “liaise” is a fancy word…you probably aren’t impressed)
    • The Customer Service Team to A) Make sure they know how to properly support our customers, and B) Surface any recurring issues or opportunities for our products.
    • The Growth and Creative Teams to scale the product’s customer base and ensure an on-brand experience.
    • The Engineering Team to build great, rock-solid products.


  • ROAD iD Mobile App (aka “eCrumbs”):
    • This is an iPhone/Android mobile application developed in Flutter. Its core features are Location Sharing and Accident Sensing.
    • This is a custom application that stores Emergency Response Data for ROAD iD customers. Leading us through a modernization/re-write will be one of your first initiatives.
  • More to Come
    • We have some really exciting digital products on the horizon for you to have fun with.


  • Customer Product Rating and Satisfaction
  • Growth of Customer Base
  • Various Conversion and Activation Rates
  • Retention Rates
  • Execution of the Roadmap


We exist to Save Lives, Provide Peace of Mind, and Fuel Adventure. We do this by improving the outcome of accidents and emergencies. Our products include elegantly simple, Wearable ID & Technology that connects you to friends and family when it matters most.

We believe:

  • We don’t make widgets. We make a difference. We receive genuine testimonials nearly every day from our customers that keep us motivated towards our Dream: To see the day when wearing ID is as common as strapping on a seatbelt.
  • We are a great company - made this way by great people.
  • We are a great company because we try hard to be a great company
  • It’s important to provide a fun, casual, team-oriented, fast-paced environment.
  • Every member of the team is provided the opportunity to make real and significant contributions. In fact, you might say that we expect it.
  • “Word of mouth” has always been, and will always be, the most important marketing lever. To that end, it is imperative that we deliver a Product, Service, and Journey so blindingly awesome that our customers can’t help but share it.
  • Customers don’t want to do business with businesses. Rather, they want to do business with people. So, at every touchpoint, we try to talk and behave like real people.
  • In keeping things “elegantly simple.”
  • In moving fast and embracing mistakes.
  • In giving a percentage of EVERY order to charity. Our current charity partner is 4 Paws for Humanity - a very cool non-profit that provides service dogs to children and veterans in need.



WHO YOU ARE (the ideal candidate)

Others will describe you as capable - a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it. You have passion for getting things done and a bias towards action. You’re a strong communicator that takes extra care to make sure that you understand and are understood. People describe you as an organized problem solver, creative, analytical, a good listener, and fun to work with. You are proactive and build excitement within teams. You can take minimal direction and set a course of action.

You have a solid understanding of what it takes to be a great Product Manager. In fact, you might already be a really good Product Manager. Or, you might be a Software Engineer that has discovered a love for leading and a talent for product. Or, you might be a seasoned Marketer who loves project management and would love to work with a team to build amazing digital products. You probably aren’t a circus clown, professional bowler, or a phlebotomist.

You love being an advocate for the customer, and obsess over making them happy by removing friction and adding value to their lives through the products you own.

Your technical acumen is impressive. You are really well organized, have a deep understanding of Agile/Scrum, and are a capable project manager. You love interacting with digital products and can spot a great customer journey from a mile away. You really enjoy making products better and get excited when new features make a product more Fun, Frictionless, or Personal.

People describe you as fun. We should probably grab a beer. You might be good at ping-pong, a welding aficionado, or play a mean game of dodgeball. In addition, you have (and will be able to demonstrate) the following:

  • 4+ years of Product Ownership or closely related experience.
  • A scrappy, entrepreneurial spirit with an ability to be responsive to changing priorities and emerging business needs. - this one is kind of a big deal. So, if this ain’t you, you should run away from this opportunity.
  • Strong Project Management Chops (perhaps you have been a Scrum Master)
  • Strong analytical and prioritization skills coupled with a proficiency in the use of analytic tools.
  • An obsession for building elegantly-simple, user-centered digital products.
  • A passion for growing the customer base of digital products.
  • A desire for personal growth and development. More specifically, you want to be a thought leader - one of the best in your field. You’ll be able to demonstrate that you have an obsession for learning from other practitioners. “Never Stop Learning” is a phrase that describes you.
  • You’re naturally inquisitive and unafraid to admit that you don’t know something. When you need to learn, you’ll dive in and level up so that you can better understand or ask tough questions. You rarely take something at face value and like to make sure you fully understand an issue or opportunity.
  • A love for leveraging technology to solve problems.
  • A passion for winning.
  • An eye for the small stuff. It’s the details that make a good company great.
  • Strong collaboration skills, a desire to be remarkable, and a fun personality.
  • Not required, but things will might make you stand out:
    • A love of Neil Diamond, the Big Lebowski, and Top Gun
    • A talent for making wireframes
  • Experience managing freelancers and/or agency partners

If this is you...and you can provide verifiable examples in your career where you’ve done this...then we need you...and we think you need us.



● Competitive health, vision, dental and life insurance, with disability and FSA/DCA plans available

● Competitive 401K program you can participate in starting on the first day of work with immediate vesting

● Wellness/Fitness reimbursement of up to $400 each calendar year, $200 annual employee purchase allowance and $50 annual charitable donation to your favorite charity or to be used towards the adoption fees of a shelter pet.

● Professional Development Opportunities – including the ability to unlock $2,500 budget to attend a conference or other relevant training upon completion of 3 certifications within our digital marketing training database and tuition discounts through UC Online

● 9 paid holidays per year, a 36-Hour/week Summer 2022 schedule & competitive PTO

● Culture of inclusivity, collaboration, and flexibility for work/life balance


Be Remark-able

When you interact with us, you’re going to want to tell people about it. That’s because we work really hard to deliver a product, service, and journey so blindingly awesome that you can’t help but share it. When you talk about us, you’ll use adjectives like fun, honest, dependable, super fun, personal, passionate, enthusiastic, funny, tenacious, and really exceptionally fun. Oh, and the font on this core value is larger...for a reason. It’s the core value that all the others ladder up to.

Fanatically Personal - Our Special Sauce

We believe that people don’t want to do business with businesses. Instead, they prefer to do business with people. Real people. At ROAD iD, you’re going to interact with people that have personality, heart, and soul. You’re not just a number, and we’re not just another faceless company. To that end, we’re gonna treat YOU the way WE want to be treated. It's just that simple. Be warned - you’re gonna want to strap your socks on tight because this fanatical dedication to keeping it real has a tendency to to blow socks clean off.

Care Deeply

We care deeply. Like Grand Canyon deep. We stand behind everything we do and every product we sell. No shortcuts. No excuses. We’re going to work really hard to do things right the first time. When we make a mistake, we’re gonna own it, and make it right. We’ve got your back.

Ear to the Ground, Eye to the Sky

Like Vanilla Ice said, “if there was a problem, yo I’ll solve it.” (we know you still have the cassette tape in a box somewhere). We’re never completely satisfied and realize there’s always room for improvement. We listen more than we talk because we know most great ideas come from those closest to the issue. To this end, our ears perk up when someone has a problem or experiences friction, as this usually indicates room for improvement. See something that needs fixin’? Let us know.

Whoop it Up

Yeah, ROAD iD is a serious product, and we have some very serious goals. That doesn’t mean we’re going to be boring or stuffy. We’re going to have fun, use too many puns, be a little weird, and laugh as much as possible. We realize that if we take ourselves too seriously, nobody else will.

Purpose over Profit

It’s not about the money. Yes, we have to care about the lines (specifically the bottom one) mostly because our staff likes to get paid...and rent is due on the 1st. But, at ROAD iD, we put our purpose first. More specifically, we’re laser focused on Saving Lives, Providing Peace of Mind, and Fueling Adventure. Our philosophy is this: If we fervently and ethically pursue our purpose, put our customers first, and put forth our best effort, then the bottom line will take care of itself. Furthermore, we commit to being good corporate citizens by financially supporting non-profits that we believe in. But, we DON’T simply make donations with extra profits that are laying around at the end of the year. Instead, we put that commitment first. Donations come out of revenue, not profit. Giving back is not an afterthought. By way of example, ROAD iD Gives Back is an ongoing promise to donate a portion of every (yes, EVERY) order to charity. Our current charity partner, 4 Paws for Ability, is a remarkable non-profit that provides service dogs to children and veterans in need. Like ROAD iD, they’re saving lives and fueling adventure every day. Check 'em out.


This is a full-time position based in the Arts District of Covington, KY. You will report to the Integrator (COO) and work directly with the Head of Technology, Growth Director, Creative Director, Customer Service Manager, and the CEO.

ROADiD is an equal opportunity employer. We are committed to an inclusive and respectful work environment where all team members can thrive. Every team member is seen at ROADiD, and empowered to be the best versions of themselves.