Product Manager - Alia

Dotdigital; Raleigh (NC); Remote; USD 158,000 - 194,000; Full time

Job summary

Dotdigital's Alia team seeks a product manager to own the self-serve experience, turning merchant needs into scalable product solutions. You will work with Engineering, Design, Customer Success, Support, and Onboarding to shape product experiences for merchants on unmanaged plans.

You will help define product planning, prioritization, and requirements processes while collaborating with Marketing and Revenue on upgrade paths and lifecycle communications.

Qualifications

• 4+ years of product management experience in B2B SaaS with a self-serve or product-led growth motion.
• Track record of improving activation, retention, or conversion metrics through shipped product work.
• Strong analytical skills with ability to pull data, define metrics and build a data-driven case.
• Experience designing onboarding flows, in-app guidance, or lifecycle experiences for users who never speak to a human.
• Ability to work across functions and earn trust with Engineering, Design, and customer-facing teams.

Responsibilities

• Own the product roadmap for merchants on unmanaged plans, from signup to activation, retention, and expansion.
• Define and track activation, time to first live campaign, list growth, retention, and upgrade conversion.
• Identify high-impact friction points in the self-serve journey using product analytics and merchant feedback.
• Translate CSM playbooks into in-app guidance, templates, recommendations, and automation.
• Collaborate with Support and Onboarding to reduce ticket volume through better product design and education.
• Run experiments on onboarding, in-app messaging, and feature discovery; make data-driven decisions.
• Write clear product requirements and work with Engineering and Design from discovery through launch.
• Partner with Marketing and Revenue on upgrade paths and lifecycle communications for self-serve merchants.
• Help define how product management works at Alia, including planning, prioritization, and requirements processes.

Skills

Product management

Analytics

Cross-functional

Onboarding design

B2B SaaS

Tools

Experimentation platforms

Job description

About Us

Location — Remote or in-person (Canada, except for Québec, California, Florida, Illinois, New Jersey, New York, North Carolina, and Texas) or in-person in NYC

Reports to — Chief Customer Director

Compensation — $176,000 total ($156,000 base + $20k commission)

Benefits — Dental, Medical, Vision, 401K

The Company: Dotdigital is a thriving global community of passionate, dedicated professionals, committed to the collective success of the organization and its clients. Our core principles of innovation, teamwork, and client-focused solutions drive us to approach challenges with a growth mindset and take ownership of our work. At Dotdigital, collaboration and curiosity pave the way for meaningful connections and learning opportunities with diverse peers. Our work environment encourages knowledge sharing, fosters exploration, and cherishes creative ideas. Combined, these guide us towards a shared vision in which brands around the world exceed customer expectations through the adoption of responsible marketing practices.

About Alia by Dotdigital

Alia is a popup and engagement platform built for Shopify and e-commerce brands helping, merchants grow their email and SMS lists and drive more revenue from their existing traffic. We were bootstrapped to $10M+ ARR and 4,000+ merchant customers before being acquired by Dotdigital, a global marketing automation leader. We’re now scaling as part of a bigger platform, with the speed and hustle of a startup team.

About the role

Most of our merchants run Alia on their own. They sign up, build their popups, and grow their lists without a dedicated Customer Success Manager guiding them. This role owns that experience end to end. You will be responsible for making sure self-serve merchants get the same results our managed clients do, without needing a human in the loop. That means understanding where merchants get stuck, why they churn, what drives them to upgrade, and building product that solves those problems at scale. You will work closely with Engineering, Design, Customer Success, Support, and Onboarding, and you will turn the playbooks our CSMs use with top accounts into product experiences every merchant can access. This is one of Alia's first two product management hires. There is no product operations team and no established product process. You will help build the product function from the ground up, including how we plan, prioritize, write requirements, and measure results. If you want a mature product organization with defined rituals, this is not the right role. If you want to shape how product works at a fast-growing company, it is. You will report directly to our Chief Customer Officer. That keeps you close to our merchants, our Customer Success, Support, and Onboarding teams, and company leadership.

What you’ll do

• Own the product roadmap for merchants on unmanaged plans, from signup and onboarding through activation, retention, and expansion.
• Define and track the metrics that matter for this segment, including activation rate, time to first live campaign, list growth, retention, and upgrade conversion.
• Identify the highest-impact friction points in the self-serve journey using product analytics, support ticket trends, session data, and direct merchant conversations.
• Productize the expertise of our CSM team by translating proven campaign strategies, testing approaches, and optimization tactics into in-app guidance, templates, recommendations, and automation.
• Partner with Support and Onboarding to reduce ticket volume through better product design, clearer in-app education, and smarter defaults.
• Run experiments on onboarding flows, in-app messaging, and feature discovery, and make decisions based on the results.
• Write clear product requirements and work with Engineering and Design from discovery through launch.
• Collaborate with Marketing and Revenue teams on upgrade paths, pricing presentation, and lifecycle communication for self-serve merchants.
• Help define how product management works at Alia, including planning, prioritization, and requirements processes.

What we’re looking for

• 4+ years of product management experience, ideally in B2B SaaS with a self-serve or product-led growth motion.
• A track record of improving activation, retention, or conversion metrics through shipped product work.
• Strong analytical skills. You are comfortable pulling your own data, defining metrics, and building a case with numbers.
• Experience designing onboarding flows, in-app guidance, or lifecycle experiences for users who never speak to a human.
• The ability to work across functions and earn trust with Engineering, Design, and customer-facing teams.
• Comfort operating without established process, and the judgment to build only as much process as the team needs.
• Clear, direct written and verbal communication.
• Nice to have : Experience in e-commerce, Shopify apps, email and SMS marketing, or conversion rate optimization. Familiarity with experimentation platforms and product analytics tools. Experience as an early PM at a startup.

Why join us

We’re a bootstrapped startup that grew to $13M+ ARR without taking VC money, and we were recently acquired, giving the team stability and resources while keeping the startup speed and culture intact. This is a largely greenfield channel: we know there’s real revenue in our technology partnerships, but up until this point no one has owned activating it. You’ll have genuine autonomy to decide which partners are worth Alia’s time and to build the playbook for turning inbound interest into a proactive, revenue-generating channel.