--- title: 'Senior Product Manager- ICM Operations at Forma.ai' canonical: 'https://feeny.ai/job/senior-product-manager-icm-operations-forma-ai-toronto-zb0e4q8ag6cj' type: 'job' last_seen: '2026-09-07' --- # Senior Product Manager- ICM Operations at Forma.ai - **Company:** Forma.ai - **Location:** Toronto, Canada - **Posted:** 2026-04-23 - **Last confirmed live:** 2026-09-07 - **Apply:** https://job-boards.greenhouse.io/formaaiinc/jobs/4688478005 ## Job description About Forma.ai: [Forma.ai](https://www.forma.ai/) is a Series B startup that's revolutionizing how sales compensation is designed, managed and optimized. We handle billions in annual managed commissions for market leaders like Edmentum, Stryker, and Autodesk. Our growth has been fuelled by our passion for fundamentally changing and shaping how companies use sales intelligence to drive business strategy. We’re welcoming equally driven individuals who are excited about creating something big! ## The Role Forma is hiring a Product Manager to lead key initiatives across our ICM Operations platform, spanning Core Services and Business Intelligence (BI). This includes workflows, automation, APIs, claims management, and next-generation reporting and data capabilities. This role is for someone who can take full ownership of a product area, not just manage a backlog. We’re looking for a strategic product leader who starts with the business problem, understands the user workflow end to end, and partners cross-functionally to define the right solutions. Success in this role requires strong product judgment, a deep understanding of operational processes and user pain points, and the ability to balance strategic thinking with practical execution. ## What You’ll Do Reporting to the VP of Engineering, you will own a portfolio of platform capabilities end to end. You’ll work closely with engineering, operations, and leadership to identify the most important problems to solve, shape requirements, and prioritize high-impact investments. We’re looking for someone who brings strong product thinking and operational awareness to help evolve how internal teams and customers interact with mission-critical systems—from approvals and ticketing to policy engines and data exploration. Strong expertise in data visualization and business intelligence tools. This person should be comfortable working with dashboards, with a keen ability to select and articulate the most effective visualizations for a given problem. They can translate customer needs into thoughtful, scalable solutions, designing patterns that not only address specific use cases but can also be adapted and reused across a broader client base. The Role’s Key Responsibilities Are Listed Below: - Own product requirements and feature prioritization for core services and business intelligence products - Translate unstructured and complex input from customers, leadership, and your own experience into structured business problems, use cases, user flows, and product ideas - Able to emphasize various end user personas such as internal implementation team, client admins and client end users. - Partner with engineering to shape features, refine requirements, and make prioritization tradeoffs - Drive alignment across engineering, operations, and leadership on priorities, sequencing, and desired outcomes - Collaborate with operations and marketing teams for product release activities - Gather and synthesize feedback from customers and senior leadership - Communicate product vision and roadmap to internal teams and customers - Operate with high ownership; driving clarity, making decisions, and moving forward in ambiguity - Create lightweight wireframes and prototypes to quickly validate ideas What We’re Looking For: - You have comprehensive experience in using and building business intelligence tools, ticketing systems, and administrative tools - You have good understanding of best data visualization practices and how to build them for scale for enterprises - You’re excited to apply that expertise to build better tooling - You’re comfortable owning a product area end to end - You’re collaborative and enjoy working cross-functionally - You’re pragmatic, decisive, and outcomes-focused - You’re a strong written and verbal communicator What Success Looks Like: First 30 Days — Learn & Understand - Ramp up on Forma’s ICM platform, Core Services, and BI capabilities - Build relationships across engineering, operations, and leadership - Understand key personas and end-to-end workflows - Review current roadmap, dashboards, and operational processes - Identify initial gaps and quick wins Success: Clear understanding of the product, users, and key pain points 60 Days — Define & Drive - Own a product area within Core Services or BI - Turn ambiguous inputs into clear requirements and user flows - Partner with engineering to scope and prioritize features - Propose improvements to workflows and data visualization - Align stakeholders on priorities and roadmap direction Success: Actively shaping priorities and driving alignment 90 Days — Deliver & Scale - Own roadmap and execution end-to-end - Launch initial features or improvements - Establish scalable patterns for BI and operations - Define success metrics and incorporate user feedback - Drive longer-term product direction Success: Delivering impact and operating as an autonomous product leader Additional Job Info: - This position is for an existing vacancy - Salary range: $140K - $180K CAD ## What you can expect from us Meaningful compensation. In addition to your base salary, you’ll join our employee stock ownership plan to further recognize your contributions to [Forma.ai](http://Forma.ai)’s success. Healthcare coverage. We have a full benefits package that includes medical, dental, vision, disability and life insurance, and a paid parental leave program. Learning and development. Access the resources you want to help you grow in your role by utilizing our $750 yearly training stipend. Growth. You’ll have a huge opportunity to build a career for yourself and gain the type of experience you’re looking for, whether that’s as an individual contributor or as a people leader. Our Values: - Work well, together. We’re real. We have kids and pets. Mortgages and student loans. We’re in this together, so no matter how brilliant any one of us is, we always play nice with one another – no exceptions. - Be precise. Be relentless. We believe complacency breeds failure, so we set new goals as quickly as we achieve them. We persist in the face of adversity, learn from our mistakes, and push each other to continuously improve. The status-quo is kryptonite. - Love our tech. Love our customers. Our platform solves a very complex problem in a currently underserved market. While everyone at Forma isn’t customer-facing, we’re all customer-focused. Maybe even slightly customer-obsessed. ­ Use of AI for Recruitment Currently, Forma.ai does not use artificial intelligence as part of our recruitment process, specifically but not limited to the screening, filtering and shortlisting of applicants. Our commitment to you: Forma is a proud equal opportunity employer that is committed to creating a diverse and inclusive work environment. Every effort to accommodate candidates for accessibility will be made upon request. Information received related to accommodations will be addressed confidentially. We know that applying to a new role takes a lot of effort. You're encouraged to apply even if your experience doesn't precisely match the job description. There are many paths to a successful career and we’re looking forward to reading yours. We thank all candidates for their interest however only qualified applicants will be shortlisted. ## About Forma.ai ## Company Overview - **One-liner**: Forma.ai provides an AI-powered enterprise sales compensation and performance management platform that helps organizations design, administer, and optimize incentive plans. - **Entity Type**: Private (Series B, $45M raised in 2022) - **Headquarters**: Toronto, Ontario, Canada - **Founded**: 2016 - **Founders**: Nabeil Alazzam ## Core Business - **Primary industry**: Sales Performance Management (SPM) / Sales Compensation Software - **Target customers**: B2B enterprise sales organizations (Fortune 500 and high-growth companies) - **Mission**: Reinvent the cumbersome, chaotic, and inefficient world of sales compensation by using AI and data science to optimize every dollar spent on sales incentives. ## Products & Services - **Forma.ai Platform**: A unified sales performance operating system that integrates territory planning, quota setting, incentive compensation, and analytics in a single data platform. Uses AI to automate plan configuration and logic. - **Prophet**: An integrated sales planning advisory service combining Forma.ai data scientists and strategy consultants with advanced sales analytics to deliver optimized territories, quotas, and incentive strategies. - **Forma Architect**: A module that brings together data from virtually any source to create a single source of truth for SPM, enabling machine learning models and advanced analytics. - **Modeling Engine**: Allows users to test and financially model compensation changes directly in the platform and deploy them instantly. - **600+ Pre-built Integrations**: Connects with CRM, HRIS, and other GTM data sources. ## Market Standing - **Valuation/Total Funding**: $58M total raised (Seed $3M, Series A $10M, Series B $45M led by ACME Capital in 2022) - **Key Metric**: Over $25 billion in commissions processed through the platform (as of 2022); 400% YoY growth leading up to Series B - **Notable Investors/Partners**: ACME Capital, Crosslink Capital, Gaingels, Golden Ventures, Uncork Capital, Xfund - **Growth Signals**: - Named a **G2 High Performer 2025/2026** and **Forrester Customer Favorite 2025** - Recognized on **Deloitte Fast 50 Canada 2024** and **Deloitte Fast 500 North America 2025** - Global expansion with offices in Toronto, Pune (India), and remote presence across North America - 145 total employees (as of Built In profile) with 22 open positions across engineering, customer operations, sales, and marketing ## Competitive Advantages - **AI-native platform**: Unlike competitors that offer only configuration tools, Forma.ai uses AI to automate plan design and logic, reducing the need for technical expertise. - **Unified data model**: Combines territory, quota, and incentive planning in a single source of truth, enabling rapid, data-driven decisions. - **Machine learning optimization**: Deploys ML models to improve forecasts, optimize sales coverage, and design winning comp plans. - **Customer obsession**: Acts as both adviser and operational partner, with a focus on trust and long-term relationships. ## Strategic Focus - Continue scaling the AI-powered platform to handle enterprise complexity and global deployments. - Expand global presence (offices in Toronto, Pune, and remote US/Canada) to support 24-hour customer support. - Deepen machine learning capabilities to optimize every aspect of sales compensation design and administration. - Grow customer base beyond current Fortune 500 clients. ## Why Work Here - **Culture**: Described as a "different kind of software company" with a focus on expertise, diverse perspectives, and customer-centricity. Team celebrates wins together. - **Flexible Working**: North American employees can work from home, the Toronto HQ, or a combination. Some roles are in-office (Toronto, Pune) or fully remote. - **Benefits**: - Above-industry-average compensation with employee equity plan - Unlimited vacation with a required minimum of three weeks - Yearly training stipend for personal and professional growth - Comprehensive healthcare (medical, dental, vision, life insurance) and paid parental leave - **Growth Opportunity**: Rapid growth (400% YoY) and novel approach provide unique experience; employees join at an early stage of a company disrupting a massive market (trillions in sales incentives). - **Engineering Culture**: Senior and staff engineering roles in backend, frontend, and data platform; focus on building a complex, integrated product. ## Sources 1. [forma.ai](https://www.forma.ai/) – Main product and platform details 2. [forma.ai/about](https://www.forma.ai/about) – Company history, funding, milestones 3. [job-boards.greenhouse.io/formaaiinc](http://job-boards.greenhouse.io/formaaiinc) – Current open positions and locations 4. [builtin.com/company/formaai](https://builtin.com/company/formaai) – Office locations, employee count, culture overview ## Other roles at Forma.ai - [Principal Consultant, Sales Effectiveness](https://feeny.ai/job/principal-consultant-sales-effectiveness-forma-ai-canada-or-stqsyx3tsn0f) — Canada OR, United States - [Senior Security Engineer](https://feeny.ai/job/senior-security-engineer-forma-ai-toronto-bm9xygwvewd3) — Toronto, Canada - [Operations Automation Engineer](https://feeny.ai/job/operations-automation-engineer-forma-ai-toronto-gccnfq6h5an3) — Toronto, Canada - [Senior Back End Engineer (Data Platform)](https://feeny.ai/job/senior-back-end-engineer-data-platform-forma-ai-toronto-5bppyxceq3tx) — Toronto, Canada - [Senior Software Engineer (Applications)](https://feeny.ai/job/senior-software-engineer-applications-forma-ai-toronto-1zrgb5y0qz9n) — Toronto, Canada - [Account Director](https://feeny.ai/job/account-director-forma-ai-toronto-79qgspakrezb) — Toronto, Canada - [Senior Frontend Engineer](https://feeny.ai/job/senior-frontend-engineer-forma-ai-toronto-x20yyyhdngg1) — Toronto, Canada - [Implementation Analyst](https://feeny.ai/job/implementation-analyst-forma-ai-toronto-c7h6qw5cj1m0) — Toronto, Canada - [Senior Solutions Engineer](https://feeny.ai/job/senior-solutions-engineer-forma-ai-toronto-sk9bbg0fsme9) — Toronto, Canada - [Director, SPM Implementation](https://feeny.ai/job/director-spm-implementation-forma-ai-toronto-f37shx4fgrqm) — Toronto, Canada