Director, Product Led Growth

This is a founding role. SSL already has a large base of customers who discover, evaluate, and buy certificates and digital trust products through our website and chat — without ever touching a salesperson. Today no single person owns that self-serve motion end to end. This role does.

You'll own the self-serve revenue line as its own product: the funnel from first touch through purchase, renewal, and expansion, and the two surfaces that increasingly drive it — our AI agent (currently Fin) and our human sellers working live in chat. Your job is to turn those into one compounding growth engine: instrument it, run experiments against it, and grow self-serve revenue as a predictable, measurable line of the business.

Because this is a 0-to-1 build, you'll operate hands‑on — writing the growth model, standing up the analytics, and configuring the systems yourself — with a path to hiring and leading a small growth team as the motion scales. You'll sit at the intersection of marketing, product, and sales, and you'll be measured on revenue, not activity.

What you'll do

• Work with website owner and product team. 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, the metrics, and the 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 the unit economics (cost per outcome vs. revenue per outcome). Treat the agent as a channel to be optimized, not a set‑and‑forget tool.
• 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 give those sellers the 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. Given the renewal cycles inherent to certificates, build the reactivation, renewal, and upsell/cross‑sell motions that compound existing customers.
• 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 exec 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.

Skills and capabilities we’re looking for

Level & profile

• Director‑level operator, typically ~8–10+ years in growth, PLG, or marketing in B2B SaaS.
• Comfortable as a founding, 0‑to‑1 builder: happy to be hands‑on now and grow into a leader‑of‑team later.
• Revenue‑owner mindset — has carried a number, not just run programs.

PLG experience

• Track record designing product‑qualified‑lead models and the product‑to‑sales handoff.

Data analytics

• Strong analytical chops: fluent in SQL and product analytics (e.g., Amplitude, Mixpanel, GA4), funnel and cohort analysis.
• Rigorous about experiment design and can read results honestly (statistical literacy, not vanity metrics).
• Builds their own dashboards and reporting.

Emerging technology

• 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.

Nice to have

• 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.