Product Manager, Self-Serve Merchant Experience

Alia; New York (NY); Hybrid; USD 156,000 - 196,000; Full time

Benefits offered by this job

Remote work or NYC office

Medical, dental, vision benefits

401(k)

Unlimited PTO

Job summary

Alia is a fast-growing e-commerce platform that helps merchants grow lists and conversions. This product leadership role guides the self-serve experience, turning playbooks into scalable product experiences.

You will shape how onboarding, activation, retention, and upgrades are delivered within our core product. You will work cross-functionally with Engineering, Design, Customer Success, Support, and Onboarding to build a robust product function from the ground up, reporting to the Chief

Qualifications

• 4+ years of product management experience in B2B SaaS or product-led growth.
• Strong analytical skills with data-driven decision making.
• Experience designing onboarding flows and in-app experiences for self-serve users.

Responsibilities

• Own the product roadmap for merchants on unmanaged plans from signup through activation and expansion.
• Define and track activation, retention, and upgrade metrics.
• Identify friction points in the self-serve journey using data and merchant feedback.
• Translate campaigns and testing approaches into in-app guidance and templates.
• Collaborate with Support, Onboarding, Engineering, and Design to improve product experience.
• Write clear product requirements from discovery through launch.

Skills

Product management

Data-driven

Cross-functional collaboration

Onboarding flows

Tools

Product analytics tools

Job description

Alia is an e-commerce popup and list-growth platform used by more than 4,500 merchants, from emerging DTC brands to household names like AG1, HexClad, and Dollar Shave Club. Our products, including Smart Triggering, Smart Offers, Smart Testing, Smart Timing, and Prism AI, help brands convert more visitors into subscribers and customers. Alia was founded without outside funding, grew to $13M ARR, and was acquired by Dotdigital in March 2026.

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 Will 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 Are 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.

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.

What We Offer

• $156,000 USD base salary plus $20,000 target bonus
• Full benefits coverage: medical, dental, and vision
• 401(k)
• Unlimited PTO
• Flexibility to work remotely or from our NYC office
• Direct ownership of a segment that represents the majority of our merchant base
• A founding role in Alia's product function
• The pace and ownership of a founder-led team, backed by the resources of Dotdigital