Director of Self Serve

About the role

The Director of Self Serve will take full commercial ownership of Paddle's self-serve business line, setting the strategic direction to drive growth and revenue. This role involves managing the end-to-end funnel, from acquisition through to adoption and net retention, while working cross-functionally to align product, engineering, and finance teams. The successful candidate will operate as a hands-on commercial leader, focusing on unit economics and iterative experimentation to scale the business.

Responsibilities

• Carry the commercial number for self-serve end to end, from acquisition through adoption, to revenue and net retention.
• Set the strategic direction and form a clear commercial view of where self-serve creates value.
• Own activation and time-to-value by evolving onboarding and lifecycle nurturing processes.
• Shape demand by defining the customer profile and collaborating with Demand Generation on targeting.
• Orchestrate cross-functional workstreams to influence product, engineering, and risk roadmaps.
• Deepen partner integrations to turn distribution relationships into well-integrated channels.
• Design and run experimentation, tooling, and tracking to improve funnel performance and conversion.

Required skills

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

Nice to have

• AI integration
• Predictive scoring
• Dynamic onboarding

Qualifications

• Experience in a PLG or self-serve motion in a high-growth tech business
• Proven track record of 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. Backed by investors including KKR and FTV Capital, the company serves over 10,000 software sellers in 245 territories globally.