VP, Self-Serve

Deepgram•San Francisco, CA

About The Position

Deepgram is seeking a Vice President of Self-Serve to lead our product-led growth motion as we scale from a single-product API company to a multi-product voice AI platform serving 200,000+ developers. This role operates as a General Manager for our self-serve business, with full ownership of revenue growth, conversion to enterprise, and the end-to-end user experience from first touch through monetization. In this role, you'll build and lead the systems, teams, and cross-functional partnerships required to turn strong inbound demand into sustainable, scalable growth. You'll own ambitious targets—including multiplying self-serve revenue and converting self-serve logos into enterprise contracts—while establishing Deepgram's PLG infrastructure as a competitive advantage in the rapidly evolving voice AI market. This is a high-impact leadership role requiring equal parts strategic vision and hands-on execution. You'll work across Marketing, Product, Sales, Engineering, and Data to align teams around shared metrics, eliminate friction across the funnel, and build a culture of experimentation and rapid iteration right for the AI age. This role reports to the VP of Product.

Requirements

8+ years of experience in product management, growth, or related roles with at least 3+ years in leadership positions
Proven track record of driving PLG growth in B2B SaaS, ideally in developer-focused or API-first products
Deep expertise across the full PLG funnel—from acquisition and activation through monetization and expansion
Strong analytical capabilities including SQL, experimentation design, and statistical analysis
Experience building and leading analytics teams or functions, with ability to define analytics strategy and infrastructure
Experience building and leading high-performing teams, with demonstrated ability to coach and develop talent
Track record of successful cross-functional leadership and executive stakeholder management
Comfort operating in high-growth, rapidly changing environments with ambiguous problems
Experience with products serving highly technical personas (developers, data scientists, engineers)
Understanding of API products, developer tools, and technical documentation
Familiarity with modern PLG tools and infrastructure (analytics platforms, experimentation frameworks, activation flows)
Strong command of product analytics platforms, data warehousing, and business intelligence tools
Ability to bridge business strategy and technical execution, translating between technical and non-technical stakeholders
Knowledge of SaaS pricing models, especially usage-based and credit-based approaches
Strategic thinker who can also roll up sleeves and execute hands-on when needed
Data-driven decision maker who balances quantitative insights with qualitative customer understanding
Strong communicator who can influence without authority and build consensus across diverse stakeholders
Bias toward action and experimentation with comfort in ambiguity and rapid iteration
Natural curiosity and learning orientation; stays current on industry trends and best practices
High integrity and ownership mentality—treats company goals as personal commitments

Responsibilities

Own and deliver growth in self-serve revenue, contributing significantly to Deepgram's ARR targets
Drive conversion rate of self-serve-led logos into enterprise contracts, working closely with Sales leadership
Define, track, and optimize the full-funnel metrics that matter—from acquisition through activation, engagement, monetization, and expansion
Establish quarterly and annual targets for self-serve growth and hold cross-functional teams accountable to shared KPIs
Develop and execute a comprehensive PLG strategy across Deepgram's three product lines (STT, TTS, Voice Agents), each with distinct ICPs
Design and optimize user journeys from website → signup → activation → usage → monetization, eliminating friction at each stage
Build a high-velocity experimentation engine connecting hypothesis generation, execution, measurement, and learning
Translate insights from data, user research, and market trends into actionable growth initiatives
Build and lead the Self-Serve team, currently including a Senior Growth Product Manager and Product Analyst function, with plans to scale
Lead and expand the Product Analyst function, ensuring analytics capabilities support both self-serve initiatives and broader company needs
Provide strategic direction, coaching, and mentorship to develop world-class PLG and analytics talent
Foster a culture of data-driven decision making, customer empathy, and rapid iteration
Partner with VP of Product on broader product strategy and organizational development
Serve as the primary driver of alignment across Marketing, Product, Sales, Engineering, and Data teams for self-serve initiatives
Lead regular cross-functional meetings, OKR planning, and strategic reviews with executive leadership
Build trust and collaboration across departments, ensuring self-serve is treated as a shared company priority
Influence roadmaps and resource allocation across teams to support PLG objectives
Establish robust product analytics infrastructure unified across the entire user journey
Lead the Product Analyst function to ensure proper instrumentation, tracking, and reporting for all self-serve touchpoints and company-wide product analytics needs
Build dashboards and reporting systems that provide real-time visibility into funnel health and experiment performance
Drive adoption of analytics best practices across Product and Growth teams
Ensure analytics capabilities scale to support both tactical experimentation and strategic decision-making
Maintain deep understanding of developer personas, workflows, and decision-making processes across Deepgram's ICPs
Conduct and synthesize user research, competitive analysis, and market intelligence to inform strategy
Ensure voice of customer is embedded in every aspect of self-serve experience design
Stay current on PLG best practices and emerging trends in developer-focused B2B SaaS