Principal Product Manager - Growth

AffiniPay offers multiple legal products for SMBs that span the entire customer lifecycle - from setting up a business with payments and spend management, to increasing productivity with full practice management solutions. AffiniPay is looking for our first Principal Product Manager, Growth on the Product team. This individual will spearhead the Growth function and execute product-led growth strategies from activation to expansion, turning new users into long-term engaged customers who buy additional products in our portfolio. You will drive initiatives with transformational impact focused on software & payments activation, onboarding, product adoption, and cross-sell / upsell.

This role is pivotal to accelerating AffiniPay’'s revenue growth by partnering with Engineering, Design, Research, Analytics, Customer Success, Sales & Marketing to reinvent how customers first interact with our products to understand how we solve their biggest challenges, removing friction in purchase flows, and driving customer lifetime value (LTV) through product adoption, upsells, cross-sells, and retention. You will work across multiple parts of the funnel to accelerate current growth loops and build new ones. You will also work closely with other Product Managers to drive revenue and unlock impactful expansion & cross-sell opportunities.

What You’ll Do:

Growth Strategy

• Define and lead a data-informed growth strategy for activation, retention & expansion, aligning it with broader organizational objectives and long-term vision to accelerate AffiniPay’s market leadership.

• Spend time with users and in the data to understand our users deeply, where they get stuck, where they find value, why they buy, why they churn & why they buy additional products.

• Identify and execute new bets and tactics to improve our acquisition & expansion funnel metrics with new, distinctive experiences & flywheels that drive purchase decisions, retention & cross-sell / upsell.

• Collaborate and iterate to identify an intuitive and compelling first-time user experience that immediately demonstrates the value of LawPay and MyCase to new users by streamlining onboarding, enhancing engagement, and improving time-to-value.

• Collaborate and iterate to drive feature adoption that lead to retained customers who expand via upsells and purchase other products to maximize LTV.

Data & Experimentation

• Partner with Product Analytics and Engineering to ensure accurate & comprehensive feature adoption metrics in Mixpanel.

• Drive data-informed decision-making by leveraging product analytics to understand how our customers use our product and help guide decisions on future improvements and optimizations.

• Use both quantitative and qualitative research to uncover opportunities within the acquisition and expansion funnels and validate ideas. 

• Oversee and scale rapid experimentation processes, using data-driven hypotheses to identify new growth opportunities and drive experiments through their entire cycle: ideation, specification, development, release, analysis, and iteration

• Continuously track and optimize key metrics to activation rate, onboarding success rate, critical feature adoption, first year retention, payment volume, and expansion (tier upgrades, cross-sell) 

• Develop insights from growth experiment outcomes, communicating learnings across teams to shape the product roadmap and company-wide initiatives.

Cross-Functional Collaboration

• Partner with teams across Engineering, Design, Marketing, Sales, Customer Success and Analytics to establish the vision and operational practices for a top-tier growth team.

• Aligning cross-functional teams on a clear growth vision, fostering consensus through data-backed strategies, roadmap prioritization, and hypothesis-driven experimentation.

• Collaborate with Sales, Rev Ops & Marketing to establish a Product-Qualified Lead (PQL) process for cross-sell / upsell based on product adoption. 

• Partner with product, engineering, design, and marketing teams to execute strategies that enhance activation flows, foster engagement, and drive key outcomes such as user retention cross-sell, upsell, and overall long-term value.

About You:

• 7+ years of experience in product management or growth, with 3+ years of leading growth product teams in B2B SaaS and proven experience building scalable, repeatable processes to achieve sustained growth.

• Proven history of achieving growth goals in B2B SaaS products by driving activation, adoption, retention, engagement, and upsell/cross-sell.

• Strong aptitude in Mixpanel or similar analytics tools

• Experience establishing and managing an experimental framework - running, analyzing & iterating experiments with relentless attention to detail and willingness to get into the weeds. Desire to create an experimental culture on your team.

• Demonstrated success in leading cross-functional teams and influencing stakeholders at all levels of the organization, including executives.

• You combine exceptional business judgment with strong analytical skills and willingness to get into the weeds to drive company-wide growth initiatives.

• Is a self-starter with a growth mindset who looks to test, iterate, learn and set the bar high for how we operate.

Nice to Haves

• Experience establishing a growth function for activation & expansion in a SaaS company.

• Experience establishing a Product-Qualified Lead (PQL) process for cross-sell / upsells.

• Experience in payments or fintech industry