Position Summary
This is a founding role. SSL.com already has a large base of customers who discover, evaluate, and buy certificates and digital trust products through its website and chat, without ever touching a salesperson. Today, no single person owns that self-serve motion end to end; this role does. The Director, Product Led Growth will own the self-serve revenue line as its own product, managing the funnel from first touch through purchase, renewal, and expansion, spanning the two surfaces that increasingly drive it: SSL.com’s AI agent (currently Fin) and its human sellers working live in chat. Because this is a 0-to-1 build, the role is hands-on initially, writing the growth model, standing up the analytics, and configuring the systems directly, with a path to hiring and leading a small growth team as the motion scales. This position sits at the intersection of marketing, product, and sales, and is measured on revenue, not activity.
Essential Duties and Responsibilities
- Work with the website owner and product team to ensure a seamless transition into the sales process.
- Own self-serve revenue: carry a target for self-serve acquisition, activation, conversion, renewal, and expansion, and build the operating model and forecast behind it.
- Build the growth instrumentation: define the funnel, metrics, and qualification logic (e.g., product-qualified leads); stand up the analytics, dashboards, and experiment tracking so every stage is measurable.
- Make the AI chat agent a revenue surface: own the content and knowledge behind Fin, its guidance and goals, its offer and qualification logic, and its conversion performance — including unit economics (cost per outcome vs. revenue per outcome).
- Design the bot-to-human handoff and enable the chat sales team: define routing, SLAs, and the choreography that moves high-intent conversations from the AI to a human seller with full context, and provide sellers with playbooks, prompts, and scoring to convert.
- Run the experiment engine: ship a high velocity of tests across acquisition, onboarding/activation, checkout, pricing and packaging, lifecycle/email, and renewals — and kill or scale based on data.
- Own lifecycle, retention, and expansion: build the reactivation, renewal, and upsell/cross-sell motions that compound existing customers, given the renewal cycles inherent to certificates.
- Grow the top of funnel: own self-serve demand across SEO, content, and emerging discovery channels (including answer-engine / AI-search optimization), plus paid where the economics work.
- Evaluate and integrate emerging technology: keep the stack current as AI/agentic GTM tooling evolves, and make build/buy calls that keep the motion tool-agnostic and resilient.
- Report to leadership: give the executive team a clear, honest read on self-serve performance, what’s working, and where the next dollar of growth comes from.
- Build the team: hire and lead a small, high-leverage growth team as the function proves out.
Required Qualifications
- Director-level operator, typically 8–10+ years in growth, PLG, or marketing in B2B SaaS.
- Comfortable as a founding, 0-to-1 builder: hands-on now, with the ability to grow into leading a team later.
- Revenue-owner mindset — has carried a number, not just run programs.
- Proven ownership of a self-serve funnel: acquisition, activation, conversion, renewal, and expansion.
- Track record designing product-qualified-lead models and the product-to-sales handoff.
- Strong analytical skills: fluent in SQL and product analytics (e.g., Amplitude, Mixpanel, GA4), with funnel and cohort analysis experience.
- Rigorous about experiment design and able to read results honestly (statistical literacy, not vanity metrics).
- Builds their own dashboards and reporting.
- Hands-on with AI chat / conversational tools (Fin, Intercom, Drift, Qualified, or similar) — able to configure, optimize, and measure an AI agent as a revenue channel.
- Aware of where agentic GTM and AI-driven discovery are heading, and pragmatic about adopting it.
- High experiment velocity and a scrappy, resourceful bias to action.
- Creative about unlocking acquisition and conversion with limited resources — well-suited to a bootstrapped, capital-efficient environment.
Preferred Qualifications
- Familiarity with security, digital trust, PKI, developer, or technical-product domains, and comfort marketing to developers and IT buyers.
- Experience in a bootstrapped or profitability-minded company where efficiency matters.
Equal Employment Opportunity
SSL is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other characteristic protected by applicable law.
