Senior Product Marketing Manager, Self-Serve

Job Location: Austin, TX
About the department
The Self-Serve Team is responsible for Cloudflare's PLG business that serves ~20% of the internet. We run growth marketing and product experimentation across all product categories including Application Services, Cloudflare One and Developer Platform, and all Plans such as Free, Pro, Business & Enterprise. We work to grow the business by understanding our customers' needs at every stage of their journey from Awareness to Activation to Expansion and Retention.
About the Role
We are looking for a revenue-driven Product Marketing Manager to own the Go-to-Market (GTM) strategy for our high-volume Self-Serve business (Free, Pro, and Business plans) focusing on Cloudflare Registrar.
In this role, you will act as the General Manager of the Self-Serve vertical's messaging. You will define how we position our products (focusing on Registrar) to millions of developers and business owners. You will do this by crafting an end-to-end product offering that showcases the multiple ways in which Cloudflare can benefit website owners, from registering their domain on Cloudflare Registrar through to building, hosting, protecting and accelerating performance for their websites. You will partner closely with Product Management, Engineering, and Growth to influence the roadmap and ensure our self-serve funnel is optimized for revenue and adoption.
Responsibilities

• Lead the Vertical Strategy: Plan, define, and lead the Self-Serve go-to-market strategy, focusing on attracting customers to start on Registrar and then expand their portfolio of products. You will act as the strategic anchor for this business unit, ensuring alignment between Product, Marketing, and Growth leadership.
• Market Intelligence: Lead market understanding, opportunity assessment, and competitive analysis. You must understand how Cloudflare Registrar stacks up against legacy domain providers and how our application security competes with other SaaS solutions, utilizing customer feedback to refine our approach.
• Customer Research: Understand our customer personas, document relevant use cases for each of the personas and build specific plans for how to market to each of these personas at each stage of their customer journey
• Ecosystem Expertise: Demonstrate a strong understanding of the broader Internet Infrastructure, Developer Tooling, and Hosting ecosystem. You will use this knowledge to develop strategic feedback and positioning that resonates with a technical audience.
• Full-Funnel Execution: Drive full-funnel plans inclusive of product positioning, competitive differentiation, customer use cases and enablement. You will partner with cross-functional teams to optimize every stage of the user journey-from the initial domain registration to upgrading to the Pro or Business plan and adopting add-on products.
• Influence Product Roadmap: Partner closely with Product and Product Growth teams to deeply understand user pain points and form business requirements. You will represent the "voice of the customer" to prioritize solutions and influence the direction of product development for our self-serve offerings.

Qualifications
Minimum Qualifications:

• Experience: 5+ years of experience in product marketing, strategy, or product management, specifically within SaaS, Developer Tools, or Internet Infrastructure.
• Vertical Expertise: 3+ years of significant experience in SaaS, ideally marketing a B2B self-serve product to technical users and/or developers
• Product Partnership: Proven experience partnering with and influencing product teams and/or engineering to represent market requirements and drive feature adoption
• Strategy Development: Experience partnering with Growth or Sales teams to develop comprehensive go-to-market strategies that drive measurable results

Preferred Qualifications:

• Technical & Commercial Balance: Full-funnel experience with a product lens and an eye for technical details (understanding DNS, WAF, and CDN concepts is a massive plus)
• Marketing Expertise: Solid experience in content development, full-funnel marketing campaigns, funnel analytics, running a/b tests and reporting on campaign performance
• Communication: Excellent organization and strong communication skills at all levels of seniority; able to distill complex technical concepts into clear value propositions
• Revenue Focus: Be revenue-driven and revenue-guided in all recommendations. You are comfortable owning metrics like MRR (Monthly Recurring Revenue), ARPU (Average Revenue Per User), and Conversion Rate
• Cloudflare User: Familiarity with the Cloudflare dashboard, specifically the experience of onboarding a domain or configuring page rules

CompensationCompensation may be adjusted depending on work location.
Equity
This role is eligible to participate in Cloudflare's equity plan.
Benefits
Cloudflare offers a complete package of benefits and programs to support you and your family. Our benefits programs can help you pay health care expenses, support caregiving, build capital for the future and make life a little easier and fun! The below is a description of our benefits for employees in the United States, and benefits may vary for employees based outside the U.S.
Health & Welfare Benefits

• Medical/Rx Insurance
• Dental Insurance
• Vision Insurance
• Flexible Spending Accounts
• Commuter Spending Accounts
• Fertility & Family Forming Benefits
• On-demand mental health support and Employee Assistance Program
• Global Travel Medical Insurance

Financial Benefits

• Short and Long Term Disability Insurance
• Life & Accident Insurance
• 401(k) Retirement Savings Plan
• Employee Stock Participation Plan

Time Off

• Flexible paid time off covering vacation and sick leave
• Leave programs, including parental, pregnancy health, medical, and bereavement leave