VP, Self-Serve

About the Role

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 SVP of Product.

What You'll OwnRevenue & Business Outcomes

• 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

PLG Strategy & Execution

• 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

Team Leadership & Development

• 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

Cross-Functional Leadership

• 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

Analytics & Infrastructure

• 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

Customer & Market Insights

• 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

What We're Looking For

Required Experience & Skills

• 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

Technical & Domain Expertise

• 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

Leadership Qualities

• 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

Why DeepgramDeepgram is at an inflection point. We've built industry-leading voice AI technology serving hundreds of thousands of developers and hundreds of enterprise customers. Now we're evolving from a single-product transcription company to a comprehensive real-time voice AI platform—and our self-serve motion is critical to capturing this market opportunity.

In this role, you'll have the autonomy, resources, and executive support to build something transformative. You'll work with cutting-edge AI technology, world-class engineering talent, and a leadership team committed to making PLG a strategic differentiator. Most importantly, you'll have the opportunity to shape how developers and companies around the world interact with voice AI technology.

If you're excited by the challenge of building scalable growth engines, leading cross-functional teams toward ambitious targets, and operating at the intersection of product, data, and go-to-market strategy—we'd love to hear from you.