Director of Self Serve

About the role

The Director of Self Serve will take full commercial ownership of Paddle's self-serve business line, driving strategy and execution to scale revenue. This role requires a hands-on leader who can manage unit economics, optimize the customer funnel, and orchestrate cross-functional efforts across product, engineering, and marketing teams. You will be responsible for the end-to-end commercial performance of the self-serve motion, from acquisition to retention.

Responsibilities

• Carry the commercial number for self-serve end to end, from acquisition through adoption, to revenue and net retention.
• Set the strategic direction for self-serve, ensuring alignment across Finance, Product, Engineering, and other key functions.
• Evolve the onboarding and lifecycle nurture processes to increase volume while decreasing time-to-value.
• Define the target customer profile and collaborate with Demand Generation to optimize funnel performance.
• Design and run experimentation, tooling, and tracking to improve activation and conversion rates.
• Manage self-serve pricing and packaging as a lever to ensure profitable scale.

Required skills

• PLG
• Self-serve motion
• Unit economics
• Revenue management
• Cross-functional leadership
• Data analysis
• Product strategy

Nice to have

• AI integration
• Predictive scoring
• Dynamic onboarding

Qualifications

• Deep experience in a PLG or self-serve motion in a high-growth tech business
• Proven track record as a commercial operator owning a revenue line, channel, or segment

Benefits

• Stock options
• Unlimited holidays
• Enhanced parental leave
• Retirement plans
• Private healthcare
• Well-being initiatives
• Annual learning fund

About the Company

Paddle offers digital product companies a Merchant of Record approach to their payment infrastructure, removing the complexity of payment fragmentation. The company is backed by investors including KKR, FTV Capital, Kindred, Notion, and 83North, and serves over 10,000 software sellers globally.