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.
- Fluency with funnel instrumentation: attribution, event taxonomy, cohorting. You can shape and improve measurement yourself, not just consume a dashboard someone else built.
- 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.
- 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.
- Cross-functional leadership with Data, Design, Engineering, GTM, and Finance, and the credibility to operate alongside executives and shape company-level strategy.
- Comfort building in a fast-moving environment where you help define new practices, operating models, and ways of working around a new mandate.
- 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.
This Role Is a Great Fit If
- You want to own a number that maps directly to revenue and feel accountable for it.
- You are energized by a foundational mandate and want to shape the practice as it grows.
- You reach for experiments when the answer is unclear, and you balance data with product judgment rather than relying exclusively on either.
- You enjoy working across Engineering, Data, Design, and GTM, and you can influence and align teams that do not report to you.
- You enjoy understanding funnel dynamics in depth and are motivated by improving meaningful business outcomes.
- You want to help shape how growth works at a developer platform millions of people build on.
Applying
Not sure you meet 100% of our qualifications? Please apply anyway!
When applying please include:
A resume or short listing of your job history & skills (link to a LinkedIn profile would be fine). We appreciate a cover letter explaining why you would enjoy working in this role at Netlify to get to know you a bit better, though this is not required and will not impact your application. Our mission is to “build a better web” and that cannot be done without a diversity of skill sets, backgrounds and thoughts.
Of everything we've ever built at Netlify, we are most proud of our team. Netlify is an Equal Opportunity Employer. We are devoted to building a team of people with diverse backgrounds and lifestyles. Driving equality empowers our team, enables us to innovate, and helps us maintain a more inclusive environment. We don’t discriminate against employees or applicants based on gender identity or expression, sexual orientation, religion, age, race, military/veteran status, citizenship, pregnancy status, or any other differences. If we can do anything to provide a better interview, i.e. accommodate a disability, then please let us know by emailing accommodations@netlify.com.
About Netlify
Netlify is the most popular way to build, deploy, and scale modern web applications, empowering everyone from fast moving solo developers to enterprise teams. Millions of developers and organizations rely on Netlify as their platform of choice for composing web applications that are production ready, performant, and flexible. Now, as we embrace the next era of software development, we are embedding the same fluid, intuitive experience into the Agent Experience (AX), making it just as simple for intelligent agents to understand, interact with, and act on our platform as it is for developers. Whether your user is human or machine, Netlify ensures the path from idea to URL is seamless, fast, and deeply reliable.
We are a Series D company that has raised over $200M from investors such as Andreessen Horowitz, Kleiner Perkins, EQT, Bessemer, BOND, and Menlo Ventures. As a fully distributed company, we aim to create a company culture where the best idea can come from anywhere and strive to be thoughtful, compassionate, and collaborative in our work. If this sounds like something you’d like to be part of, we’re excited to connect with you!
At Netlify, we are committed to a compensation philosophy that prioritizes fairness and equity, positions our employee compensation competitively in the market, recognizes and rewards performance, and takes a comprehensive approach to our rewards package. We anchor our compensation philosophy on a market-based approach, therefore salary ranges may differ depending on the labor cost in a particular location. The salary provided is in addition to robust benefits and participation in Netlify’s equity plan. Our hiring range for this role is targeted at $226,000 - $300,000 for most US-based locations. Candidates outside the US or in premium markets should consult with their Talent Acquisition partner regarding location-based ranges, as they may be higher or lower than the average US range listed. The starting pay will be determined based on multiple factors, including expertise and skills, market demands, experience, internal equity, and applicable geographic location. These compensation packages and ranges are subject to change and may be modified in the future.