Principal Product Manager (Growth)

<h3>About the Team</h3> <p>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.</p> <h3>What You'll Do</h3> <ul> <li>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.</li> <li>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.</li> <li>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.</li> <li>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.</li> <li>Grow conversion. Own every paid conversion path, understand the drivers behind each one, and focus investment on the highest-impact opportunities.</li> <li>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.</li> <li>Partner with GTM on the handoff from product-qualified accounts to sales, so the product-led and sales-led motions reinforce each other.</li> <li>Set the funnel roadmap, articulate the strategy to executives, and develop other PMs as the growth practice grows around you.</li> </ul> <h3>What You'll Bring</h3> <ul> <li>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.</li> <li>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.</li> <li>Fluency with funnel instrumentation: attribution, event taxonomy, cohorting. You can shape and improve measurement yourself, not just consume a dashboard someone else built.</li> <li>Command of in-product monetization mechanics: paywalls, free-to-paid flows, upgrade and buy-more paths, and credit or usage economics. You experiment around pricing without owning pricing strategy.</li> <li>A record of driving measurable business outcomes, not just shipping features. You have moved a revenue or retention number and can show the work behind it.</li> <li>Cross-functional leadership with Data, Design, Engineering, GTM, and Finance, and the credibility to operate alongside executives and shape company-level strategy.</li> <li>Comfort building in a fast-moving environment where you help define new practices, operating models, and ways of working around a new mandate.</li> <li>Nice to have: experience with an AI, agent, or inference funnel; exposure to PLG-to-enterprise growth motions; product work on viral or referral loops, or experience standing up an experimentation platform from scratch.</li> </ul> <h3>This Role Is a Great Fit If</h3> <ul> <li>You want to own a number that maps directly to revenue and feel accountable for it.</li> <li>You are energized by a foundational mandate and want to shape the practice as it grows.</li> <li>You reach for experiments when the answer is unclear, and you balance data with product judgment rather than relying exclusively on either.</li> <li>You enjoy working across Engineering, Data, Design, and GTM, and you can influence and align teams that do not report to you.</li> <li>You enjoy understanding funnel dynamics in depth and are motivated by improving meaningful business outcomes.</li> <li>You want to help shape how growth works at a developer platform millions of