The VP of Self-Service Revenue is a senior executive responsible for driving revenue growth through self-service digital channels and product-led growth strategies. This role is critical for scaling revenue operations, optimizing customer acquisition funnels, and maximizing lifetime value in companies with product-led business models.
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What is a VP of Self Service Revenue?
A VP of Self-Service Revenue is a strategic leadership position focused on monetizing self-service customer journeys and digital touchpoints. This executive oversees the entire revenue engine for product-led growth, combining expertise in SaaS metrics, digital marketing, and revenue operations. They typically report to the CRO or CEO and work closely with product, marketing, and sales teams to create seamless customer experiences that drive conversion and expansion revenue. The role has emerged as companies shift toward product-led growth models where customers can discover, try, and buy products without traditional sales involvement.
What does a VP of Self Service Revenue do?
The VP of Self-Service Revenue manages the end-to-end revenue funnel for self-service customers, from initial acquisition to expansion and retention. They develop and execute strategies to optimize conversion rates, average revenue per user, and customer lifetime value through A/B testing, pricing experiments, and funnel optimization. This includes overseeing website conversion optimization, in-product monetization, checkout experiences, and automated expansion revenue programs. They lead cross-functional initiatives with product teams to build revenue-generating features, with marketing teams to drive qualified traffic, and with data teams to analyze customer behavior and revenue patterns. Additionally, they establish key performance indicators, manage revenue forecasting, and implement scalable systems to support growth while maintaining high customer satisfaction scores.
Job Overview
The VP of Self Service Revenue will lead our self-service revenue strategy and operations, driving growth through scalable digital channels. This executive role requires a data-driven leader with expertise in SaaS monetization, digital marketing optimization, and self-service customer acquisition to maximize revenue across our automated sales funnel.
VP of Self Service Revenue responsibilities include:
1. Develop and execute comprehensive self-service revenue strategy across web, mobile, and digital platforms
2. Optimize conversion funnels through A/B testing, UX improvements, and pricing experimentation
3. Manage P&L for self-service revenue streams with quarterly growth targets
4. Lead cross-functional teams (product, marketing, engineering) to implement revenue optimization initiatives
5. Analyze customer behavior data to identify revenue opportunities and friction points
6. Implement and optimize digital payment systems and checkout processes
7. Develop KPIs and dashboards to monitor self-service revenue performance
8. Stay current with industry trends in digital commerce and self-service technologies
1. 10+ years experience in revenue growth, digital marketing, or e-commerce leadership roles
2. Proven track record of driving $50M+ in self-service/digital revenue
3. Expertise in SaaS pricing models, conversion rate optimization, and funnel analytics
4. Strong analytical skills with proficiency in SQL, Tableau, or similar analytics tools
5. Experience managing P&L and achieving quarterly revenue targets
6. Bachelor's degree in Business, Marketing, or related field
7. Deep understanding of digital marketing channels and attribution models
Preferred Qualifications
1. MBA or advanced degree in Business or Marketing
2. Experience in high-growth SaaS or technology companies
3. Background in both B2B and B2C self-service revenue models
4. Familiarity with modern marketing tech stack (CRM, marketing automation, analytics platforms)
5. Experience scaling self-service revenue from $50M to $100M+
6. Previous leadership role in publicly traded company
7. Experience with international self-service revenue expansion
Bonus Skills
1. Proficiency in Python/R for advanced revenue analytics
2. Experience with subscription billing platforms (Stripe, Recurly, Chargify)
3. Knowledge of behavioral economics principles in pricing strategy
4. Background in mobile app revenue optimization
5. Experience with AI/ML applications in revenue prediction
6. Certifications in Google Analytics, Growth Marketing, or similar
7. Public speaking experience at industry conferences
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