Vice President, Product Management for Product Led Growth (PAYGO)

Vice President, Product Management for Product Led Growth (PAYGO) @ Cloudflare
Available Locations: Austin, TX; San Francisco, CA; New York, NY
About the role:
Cloudflare is looking for a dynamic and results-driven leader to drive the growth of our PAYGO product-led growth (PLG) business and our free offerings, which are currently used by over 6.5 million self-serve users. In this pivotal role, you will be responsible for overseeing the entire product lifecycle, from strategy and development to operations, go-to-market execution, and growth initiatives. You will have the opportunity to make a significant impact on revenue acceleration and user growth by optimizing our product for user acquisition, conversion, and retention.
You will lead a talented team of professionals and cross-functional partners, including marketing, sales, product development, engineering, and business intelligence, to ensure alignment and execution of PLG strategies. Your focus will be scaling the business by optimizing our products and user journey to drive product adoption and maximize customer lifetime value with minimal friction.
This role requires a seasoned leader in product-led growth (PLG) with a holistic, data-driven approach to product management and growth. You'll leverage user insights, product analytics, and behavioral data to optimize product features and pricing. You are capable of managing complex support issues, reduce friction in the user journey, and scale the business to new heights. You will report directly to the President of Product and Engineering and will be responsible for aligning and executing the vision while ensuring operational excellence and rapid product growth.
Key Responsibilities:

• Product Management and Growth: Lead the product lifecycle from ideation to launch, optimizing for growing revenue across all Cloudflare product categories (Application Services, Cloudflare One, Developer Platform). Balance customer needs, technical constraints, and business goals while maintaining flexibility in the execution process.
• Retention and Expansion: Drive the growth strategies and feature development that improve customer retention, engagement, and expansion. Focus on reducing churn by improving product satisfaction through iterative product updates and personalized experiences.
• Pricing & Packaging: Partner with the Pricing team to define and optimize pricing and packaging strategies that maximize customer lifetime value (LTV) and profitability. Analyze and act on customer feedback.
• Strategic leadership: Collaborate with the executive team to define and execute growth strategies that leverage product usage as the primary driver for expansion to increase the number of self-serve users, free-to-paid conversions, and product adoption within customer segments (paying and free).
• Data-Driven Decision Making: Utilize extensive data analytics (e.g., user behavior, churn rates, conversion rates, daily active users, monthly active users, A/B testing, funnel optimization, feature adoption) to guide product optimization and identify areas for growth. Track performance indicators and leverage data to improve user onboarding, in-product marketing, and identify high-value segments for expansion.
• User Acquisition and Marketing: Lead marketing campaigns, the website, and all high velocity customer acquisition efforts initiatives to expand customer base and market penetration. This includes free trials, freemium models, and self-serve sign ups across all velocity channels, such as SEO, paid search, paid social, affiliates, and partnerships.
• Customer and Market Insights: Regularly interact with customers, partners, and stakeholders to identify market trends, customer pain points, competitive landscape, and opportunities for differentiation. Have a deep understanding of user personas and journeys, regularly conducting customer research to drive product prioritization and messaging.
• Reporting and Performance Measurement: Regularly report on growth performance to the executive team with a focus on key PLG metrics such as conversion rates, customer acquisition costs, LTV, retention, and expansion rates.
• Team Leadership and Development: Manage and inspire direct and extended diverse teams across product, growth, and marketing to execute on the business goals, providing guidance, and fostering a culture of innovation and accountability. Drive focus to optimize for user acquisition, activation, retention, and expansion.

Required Skills/Experience:

• Bachelor's degree in business, marketing, or a related field (MBA preferred).
• 15+ years in Product-Led Growth at public SaaS/Cloud tech companies.
• Proven success in product management and scaling a large Product-Led Growth business within a high-growth company. Considered a Product-Led Growth practitioner and expert.
• Strong quantitative and analytical skills with high data fluency to inform decisions, aligning to PLG goals like activation, retention, and conversion
• Experience in conducting experiments and A/B tests and iteratively shipping products, including designing tests, analyze test results, leading data-informed decisions
• Strong executive presence and ability to influence and work cross functionally. Second level management experience.
• Established history of driving multiple complex projects at the same time to on-time completion in a fast-moving environment.
• Experience in pricing and packaging to define and optimize strategies, pricing models, and packaging bundles that drive user behavior and business growth.
• Ability to balance strategic vision with day-to-day execution, managing competing priorities and driving results with limited resources.

Compensation
Compensation may be adjusted depending on work location.
Equity
This role is eligible to participate in Cloudflare's equity plan.
Benefits
Cloudflare offers a complete package of benefits and programs to support you and your family. Our benefits programs can help you pay health care expenses, support caregiving, build capital for the future and make life a little easier and fun! The below is a description of our benefits for employees in the United States, and benefits may vary for employees based outside the U.S.
Health & Welfare Benefits

• Medical/Rx Insurance
• Dental Insurance
• Vision Insurance
• Flexible Spending Accounts
• Commuter Spending Accounts
• Fertility & Family Forming Benefits
• On-demand mental health support and Employee Assistance Program
• Global Travel Medical Insurance

Financial Benefits

• Short and Long Term Disability Insurance
• Life & Accident Insurance
• 401(k) Retirement Savings Plan
• Employee Stock Participation Plan

Time Off

• Flexible paid time off covering vacation and sick leave
• Leave programs, including parental, pregnancy health, medical, and bereavement leave