Senior Product Marketing Manager, Self-Serve

About Us

At Cloudflare, we are on a mission to help build a better Internet. Today the company runs one of the world’s largest networks that powers millions of websites and other Internet properties for customers ranging from individual bloggers to SMBs to Fortune 500 companies. Cloudflare protects and accelerates any Internet application online without adding hardware, installing software, or changing a line of code. Internet properties powered by Cloudflare all have web traffic routed through its intelligent global network, which gets smarter with every request. As a result, they see significant improvement in performance and a decrease in spam and other attacks. Cloudflare was named to Entrepreneur Magazine’s Top Company Cultures list and ranked among the World’s Most Innovative Companies by Fast Company. 

We realize people do not fit into neat boxes. We are looking for curious and empathetic individuals who are committed to developing themselves and learning new skills, and we are ready to help you do that. We cannot complete our mission without building a diverse and inclusive team. We hire the best people based on an evaluation of their potential and support them throughout their time at Cloudflare. Come join us! 

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 manage