Principal Product Manager (Growth)

About the role

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.

Responsibilities

• 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.

Requirements

• 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.
• Our applications will close on July-3rd, 2026 at 5pm ET
• Applying
• Not sure you meet 100% of our qualifications? Please apply anyway!
• When applying please include:

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