Sr. Director, Product Management (Core Products)

About us

HighLevel is an AI-powered business operating system that gives agencies, entrepreneurs and SMBs the infrastructure to build, automate and scale. Today, HighLevel supports SMBs across 150+ countries, fueling community-driven growth rooted in real customer outcomes. To date, businesses operating on HighLevel have generated over $7 billion in ecosystem value, demonstrating the impact of shared infrastructure at scale. By centralizing conversations, automation and intelligence into one system, we help businesses move faster, reduce complexity and execute efficiently.

Behind the platform, HighLevel powers more than 4 billion API hits and 2.5 billion message events daily. With 250 terabytes of distributed data, 250+ microservices and over 1 million domain names supported, our architecture is built for performance, resilience and long-term scalability.

Our people

With over 2,000 team members across 10+ countries, HighLevel operates as a global, remote-first organization built for speed and ownership. We value initiative, clarity and execution, creating space for ambitious people to build systems that support millions of businesses worldwide. Here, innovation thrives, ideas are celebrated and people come first, no matter where they call home.

Our impact

Every month, HighLevel enables more than 1.5 billion messages, 200 million leads and 20 million conversations for the more than 1 million businesses we support. Behind those numbers are real people building independence, expanding opportunity and creating measurable impact. We’re proud to be a part of that.

Learn more about us on our YouTube Channel or Blog Posts

Why This Role Exists

The Sr. Director, Product Management (Platform & Core Products) will lead the foundational layer of HighLevel's product stack, spanning infrastructure platforms, automation capabilities, CRM primitives, and shared systems like identity, permissions, notifications, and audit logging.

This is a critical org-wide leadership role, owning HighLevel’s platform extensibility, data model reliability, cross-surface consistency, and internal product development velocity. You will manage a team of 25-30 PMs via 3 Group Product Managers and drive strategy, execution, and org design for a portfolio that underpins everything from marketing automation and conversation management to AI-driven workflows and CRM object modeling.

You’ll be expected to scale a high-performance product org, influence product direction across pods, and partner closely with engineering to deliver a scalable, secure, and elegant platform for millions of users.

Strategic Priorities

- Build an Extensible Platform: Architect reusable primitives (identity, roles, objects, notifications, reporting) that enable faster development across HighLevel.

- Modernize Core CRM: Scale performance and usability across contacts, companies, tasks, opportunities, and conversations - the backbone of daily SMB workflows.

- Unlock Scalable Automation: Advance our workflows engine and Workflow AI to power increasingly complex use cases with speed and simplicity.

- Drive UX Consistency Across Surfaces: Ensure UI, interaction patterns, and product language are coherent across contact, sub-account, and agency layers.

- Support Data-Driven Product Maturity: Enforce strong instrumentation, analytics readiness, and reporting across all core products.

- Operationalize Product Management Excellence: Raise the bar for product planning, prioritization, execution, and accountability across 30+ PMs and APMs.

Key Responsibilities

- Define and drive the long term product vision, roadmap, and success metrics for platform and core product areas.

- Manage and coach a team ofGroup PMs and PMs,.cultivating a strong leadership bench and ensuring high performance.

- Serve as the bridge between platform engineering, infra, and product - enabling other teams to move faster through well-designed interfaces and reusable systems.

- Set quality standards for API design, system performance, scalability, and reliability.

- Lead cross-functional coordination with design, engineering, QA, support, data, and legal to deliver on-time, high-quality launches.

- Represent the needs of agencies, sub-accounts, and end contacts in platform and CRM decisions - ensuring we build with deep user empathy.

- Collaborate with the Product leadership to influence org-wide product strategy, culture, and planning cadences.

- Lead strategic quarterly and annual planning for the org - bringing clarity to priorities across technical debt, product innovation, and user experience.

- Act as a thought partner to engineering leadership in shaping architecture and development investment decisions.

What Success Looks Like

- HighLevel’s platform teams are recognised as enablers, not blockers - other pods build faster using your team's APIs, patterns, and systems.

- CRM primitives and workflows become more reliable, performant, and deeply adopted by our users - visible in activation and retention metrics.

- The organization experiences clean product ownership, predictable roadmaps, and fast decision-making under your leadership.

- Workflow AI and Workflow Core support a growing number of use cases without sacrificing speed, reliability, or clarity.

- The data model becomes flexible and extensible, enabling custom objects, relationships, and analytics without friction.

- You are viewed as a strategic thought partners and executional anchor for platform and core products at HighLevel

Ideal Candidate Profile

- 12-15+ years in product management, with at least 5+ years managing managers (GPMs,Directors or equivalents).

- Experience scaling platform and core product orgs in fast-growth B2B SaaS companies, (ideally between $500M-$1B ARR).

- Deep fluency in CRM, automation platforms, or workflow engines - understands data models, APIs, and system-level product thinking.

- Prior experience building internal platforms or developer tools that support multiple product teams.

- Ability to scale orgs, implement processes, and hire/coach high-performing PMs.

- Technical fluency - capable of earning trust with engineering leads and making calls on infra trade-offs, architecture, and scalability.

- Familiar with two-tier SaaS, multi-tenant environments, and role-based access control models.

- Strong written and asynchronous communication skills - capable of driving clarity across functions and time zones.

Bonus Points For

- Experience working on workflow builders, CRM platforms, or marketing automation tools.

- Background in B2B2SMB or agency-led SaaS models.

- Exposure to design systems, shared component libraries, or analytics platforms.

- Hands-on familiarity with platform performance metrics (e.g., P95 latency, Sentry, Grafana).

- Experience integrating with third-party platforms like Stripe, Meta, Google, or TikTok (even if not leading monetization).