Principal Product Manager (Growth)

About the Team

Netlify’s self-serve funnel is the path a developer takes from first deploy to a paying, growing account, and it is one of the largest growth opportunities at Netlify. We are hiring a Principal Product Manager to own that funnel as a product and lead the motion that grows self-serve revenue through the product itself. You will own activation, conversion, in-product expansion, and retention as a single number, and you will shape how we measure and experiment on the funnel as a discipline. This is a foundational role with a clear line to revenue, and you will define and evolve how growth works at Netlify for years. You report into Product and partner across Engineering, Data, Design, GTM, and Finance.

What You'll Do

• Own Netlify’s self-serve funnel as one product and one number: net-new self-serve ARR, counting new revenue plus expansion minus contraction and churn. Drive all four parts toward our growth goal rather than optimizing one metric at a time.
• Build the measurement foundation the funnel runs on. Strengthen attribution, define a top-of-funnel number we trust, and put our product and AI-visibility analytics to work so we can better understand where users come from and where they stall.
• Stand up an experimentation practice and run it - Ship experiments early, build the team's experimentation muscle, and shape how we invest in the platform over time.
• Raise activation. Define the early milestones that predict a paying account, measure time-to-value, and shorten the path to a user’s first meaningful outcome on the platform.
• Grow conversion. Own every paid conversion path, understand the drivers behind each one, and focus investment on the highest-impact opportunities.
• Build a self-serve expansion motion by creating clear paths for customers to expand usage (credits, seats, add-ons) and defining the signals that indicate an account ready to grow.
• Partner with GTM on the handoff from product-qualified accounts to sales, so the product-led and sales-led motions reinforce each other.
• Set the funnel roadmap, articulate the strategy to executives, and develop other PMs as the growth practice grows around you.

What You'll Bring

• 7+ years in product management, including experience owning a self-serve or PLG funnel end to end for a developer-focused, usage-priced, or consumption-priced product. You have owned a growth system with direct accountability for activation, conversion, expansion, and retention outcomes.
• Growth PM expertise where you have designed experiments, ran a robust experimentation practice, owned business outcomes rather than individual feature areas, and used product analytics to inform decisions.<