VP, Self-Serve

📋 Description

• • Deepgram is seeking a visionary and results-oriented Vice President of Self-Serve to spearhead our product-led growth (PLG) strategy and execution. As a General Manager for our self-serve business, you will hold ultimate accountability for driving revenue growth, fostering conversion from self-serve to enterprise clients, and meticulously optimizing the entire user journey from initial engagement to successful monetization.
• • This pivotal leadership role is designed for an individual who thrives at the intersection of strategic vision and hands-on execution. You will be instrumental in building and leading the essential systems, high-performing teams, and robust cross-functional partnerships required to transform strong inbound interest into sustainable, scalable, and predictable growth.
• • Your mandate will include achieving ambitious targets, such as significantly multiplying self-serve revenue and effectively converting self-serve customers into valuable enterprise accounts. You will also be responsible for establishing Deepgram's PLG infrastructure as a distinct competitive advantage within the dynamic and rapidly evolving voice AI market.
• • You will collaborate closely with Marketing, Product, Sales, Engineering, and Data teams, ensuring seamless alignment around shared metrics, proactively identifying and eliminating friction points across the entire customer funnel, and cultivating a culture of continuous experimentation and rapid iteration that is perfectly suited for the AI-driven era.
• • This role reports directly to the VP of Product, offering a direct line of sight into the company's strategic product direction.
• • Revenue & Business Outcomes:
• • Own and be accountable for the aggressive growth of self-serve revenue, making a substantial contribution to Deepgram's overall Annual Recurring Revenue (ARR) targets.
• • Drive the strategic initiatives and operational execution necessary to increase the conversion rate of self-serve-led customers into lucrative enterprise contracts, working in close partnership with Sales leadership.
• • Define, meticulously track, and continuously optimize the key full-funnel metrics that are critical to success—spanning acquisition, activation, engagement, monetization, and expansion stages of the customer lifecycle.
• • Establish clear, measurable quarterly and annual growth targets for the self-serve business and ensure cross-functional teams are held accountable to these shared Key Performance Indicators (KPIs).
• • PLG Strategy & Execution:
• • Develop and implement a comprehensive and cohesive PLG strategy that effectively spans Deepgram's three core product lines: Speech-to-Text (STT), Text-to-Speech (TTS), and Voice Agents, recognizing and catering to the distinct Ideal Customer Profiles (ICPs) for each.
• • Design, refine, and optimize end-to-end user journeys, from initial website interaction through signup, activation, sustained usage, and ultimately, successful monetization, with a relentless focus on eliminating friction at every touchpoint.
• • Build and nurture a high-velocity experimentation engine that seamlessly connects hypothesis generation, rigorous execution, precise measurement, and insightful learning.
• • Translate critical insights derived from data analysis, in-depth user research, and emerging market trends into actionable, high-impact growth initiatives.
• • Team Leadership & Development:
• • Build, lead, and scale the dedicated Self-Serve team, which currently comprises a Senior Growth Product Manager and a Product Analyst function, with strategic plans for future expansion.
• • Lead and expand the Product Analyst function, ensuring that analytics capabilities are robust and effectively support both specific self-serve initiatives and broader, company-wide analytical needs.
• • Provide strategic direction, consistent coaching, and dedicated mentorship to cultivate world-class talent in PLG and analytics.
• • Foster a strong organizational culture that champions data-driven decision-making, deep customer empathy, and a commitment to rapid iteration and continuous improvement.
• • Collaborate closely with the VP of Product on overarching product strategy and organizational development initiatives.
• • Cross-Functional Leadership:
• • Act as the primary catalyst and driver for alignment across Marketing, Product, Sales, Engineering, and Data teams concerning all self-serve initiatives.
• • Lead regular cross-functional meetings, OKR (Objectives and Key Results) planning sessions, and strategic reviews with executive leadership.
• • Cultivate trust, foster collaboration, and build strong working relationships across all departments, ensuring that the self-serve motion is recognized and prioritized as a shared company objective.
• • Influence product roadmaps and resource allocation decisions across various teams to ensure they effectively support and advance PLG objectives.
• • Analytics & Infrastructure:
• • Establish and maintain a robust product analytics infrastructure that is seamlessly unified across the entire user journey.
• • Guide the Product Analyst function to ensure proper instrumentation, accurate tracking, and insightful reporting for all self-serve touchpoints and company-wide product analytics requirements.
• • Develop and maintain comprehensive dashboards and reporting systems that provide real-time visibility into funnel health, experiment performance, and key business metrics.
• • Drive the widespread adoption of best practices in analytics across both Product and Growth teams.
• • Ensure that analytics capabilities are scalable and capable of supporting both tactical experimentation and strategic, long-term decision-making.
• • Customer & Market Insights:
• • Maintain a profound and nuanced understanding of developer personas, their typical workflows, and their decision-making processes across Deepgram's target ICPs.
• • Conduct and synthesize comprehensive user research, competitive analysis, and market intelligence to inform and shape strategic direction.
• • Ensure the voice of the customer is deeply embedded and actively considered in every aspect of self-serve experience design.
• • Proactively stay current on the latest PLG best practices, emerging trends, and innovative approaches within the developer-focused B2B SaaS landscape.