Director, Product Strategy & Operations (Product Adoption)

Responsibilities:

Why this role exists : 

We are looking for a Director, Product Strategy & Operations – Product Adoption to drive how customers discover, adopt, engage with, and derive value from HighLevel’s products and capabilities.

This role will sit at the intersection of Product Strategy, Product Management, Growth, Customer Success, Data, and Operations. The primary mandate is to identify adoption gaps across the customer journey, translate data and customer insights into clear strategic priorities, and partner with product teams to improve activation, feature adoption, engagement, retention, and expansion.

This is not a traditional program management or product operations role. We are looking for someone who can combine strategic thinking, strong analytical depth, customer understanding, and execution to influence product roadmaps and materially improve adoption across the platform

 

What You'll Do

Product Adoption Strategy

• Define and drive HighLevel’s product adoption strategy across key products, features, and customer segments.
• Identify the biggest barriers preventing customers from discovering, activating, and repeatedly using high-value capabilities.
• Develop frameworks to measure adoption across the customer lifecycle—from onboarding and activation through sustained engagement and expansion.
• Prioritize adoption opportunities based on customer impact, business value, and strategic importance.

Adoption & Growth Analytics

• Establish clear adoption metrics and success criteria for strategic product initiatives.
• Analyze customer journeys, funnels, cohorts, feature usage, and behavioral patterns to identify opportunities and friction points.
• Partner with Data and Product teams to understand time-to-value, activation, feature penetration, engagement, retention, and churn.
• Segment adoption by customer type, cohort, geography, product, and use case to uncover actionable insights.
• Build executive-level visibility into product adoption performance and emerging risks.

Product Strategy & Roadmap Influence

• Translate adoption insights into actionable product recommendations.
• Partner with Product leaders to influence roadmaps based on customer behavior, adoption gaps, and business priorities.
• Identify opportunities where onboarding, UX, education, packaging, cross-product journeys, or product capabilities need to change to improve adoption.
• Develop business cases for high-impact adoption initiatives and help teams prioritize investments.

Cross-Functional Execution

• Partner closely with Product, Design, Engineering, Data, Marketing, Customer Success, Support, and Revenue teams.
• Drive cross-functional initiatives aimed at increasing adoption of strategic product capabilities.
• Create clear ownership, operating rhythms, metrics, and accountability for adoption initiatives.
• Ensure product launches go beyond shipping by defining how new capabilities will achieve meaningful customer adoption.

Customer & Market Insights

• Develop a deep understanding of customer needs, workflows, pain points, and reasons for non-adoption.
• Combine quantitative product data with qualitative customer insights to identify root causes.
• Partner with customer-facing teams to establish systematic feedback loops into Product.
• Benchmark adoption and customer experience against relevant SaaS and technology platforms.

What Success Looks Like

Success in this role will be measured by the ability to:

• Increase activation and adoption of strategic product capabilities.
• Improve time-to-value for new and existing customers.
• Increase feature penetration and depth of product usage.
• Improve engagement and repeat usage of high-value workflows.
• Reduce adoption-related friction and early customer drop-off.
• Establish measurable relationships between product adoption and retention, expansion, and customer value.
• Build a scalable operating model for measuring and improving adoption across HighLevel.

Ideal Candidate Profile

• 12+ years of experience across Product Strategy, Growth, Product Management, Product Operations, Strategy & Operations, or related functions, with meaningful leadership experience.
• Strong experience driving product adoption, activation, engagement, retention, or product-led growth within a technology/SaaS business.
• Demonstrated ability to use product and customer data to identify problems and drive strategic decisions.
• Strong understanding of funnels, cohorts, segmentation, experimentation, retention, and customer lifecycle metrics.
• Track record of influencing Product roadmaps and senior stakeholders without relying solely on direct authority.
• Ability to move comfortably between executive-level strategy and hands-on problem solving.
• Experience leading complex, cross-functional initiatives with measurable business outcomes.
• Strong communication and storytelling skills, particularly when translating complex data into clear recommendations.
• Experience with B2B SaaS, SMB products, platform businesses, or multi-product ecosystems is highly preferred.