Principal Product Manager (Growth)

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 the company. Netlify is 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 shape how the company measures and experiments on the funnel as a discipline. This is a foundational role with a clear line to revenue, reporting into Product and partnering across Engineering, Data, Design, GTM, and Finance.

Responsibilities

• Own the self-serve funnel as one product and one number: net-new self-serve ARR, driving activation, conversion, expansion, and retention together rather than optimizing one metric at a time.
• Build the measurement foundation the funnel runs on: strengthen attribution, define a trusted top-of-funnel number, and put product and AI-visibility analytics to work.
• Stand up an experimentation practice and run it, shipping experiments early and building the team's experimentation muscle.
• Raise activation by defining the early milestones that predict a paying account, measuring time to value, and shortening the path to a first meaningful outcome.
• Grow conversion by owning every paid conversion path and focusing investment on the highest-impact opportunities.
• Build a self-serve expansion motion with clear paths for customers to expand usage across credits, seats, and add-ons.
• Partner with GTM on the handoff from product-qualified accounts to sales, set the funnel roadmap, and develop other PMs as the growth practice grows around you.

Qualifications

• 7+ years in product management, including owning a self-serve or PLG funnel end to end for a developer-focused, usage-priced, or consumption-priced product.
• Growth PM expertise: designing experiments, running a robust experimentation practice, and owning business outcomes rather than individual feature areas.
• Fluency with funnel instrumentation: attribution, event taxonomy, cohorting. You can shape and improve measurement yourself, not just consume a dashboard.
• Command of in-product monetization mechanics: paywalls, free-to-paid flows, upgrade and buy-more paths, and credit or usage economics.
• A record of driving measurable business outcomes: 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, plus the credibility to operate alongside executives and shape company-level strategy.
• Nice to have: experience with an AI or inference funnel, PLG-to-enterprise motions, viral or referral loops, or standing up an experimentation platform from scratch.