Principal Product Manager, Growth

Principal Product Manager, Growth CertifID

• 5.

0 Grand Rapids, MI Job Details Full-time 1 day ago Benefits Paid holidays Dental insurance Parental leave Vision insurance 401(k) matching Professional development assistance Life insurance Paid sick time Qualifications Hypothesis testing Qualitative research SQL A/B testing Full Job Description Cybercrime is rising, reaching record highs in 2024. According to the FBI's IC3 report total losses exceeded $16 billion. With investment fraud and BEC scams at the forefront, the message is clear: the real estate sector remains a lucrative target for cybercriminals. At CertifID, we take this threat seriously and provide a secure platform that verifies the identities of parties involved in transactions, authenticates wire transfer instructions, and detects potential fraud attempts. Our technology is designed to mitigate risks and ensure that every transaction is conducted with confidence and peace of mind. We know we couldn't take on this challenge without our incredible team. We have been recognized as one of the Best Startups to Work for in Austin, made the Inc. 5000 list, and won Best Culture by Purpose Jobs two years in a row. We are guided by our core values and our vision of a world without wire fraud. We offer a dynamic work environment where you can contribute to meaningful impact and be part of a team dedicated to enhancing security and fighting fraud. The Role CertifID is on a mission to make payment fraud impossible. Every year, billions of dollars disappear from real estate closing tables and we are the company that stops it. We are winning. Revenue is growing, customers are expanding, and the product is working. The gap between where we are and where we could be is an activation, adoption, and expansion problem. Most of the value CertifID delivers sits latent inside accounts that have never reached it. The title officer who onboarded six months ago and still only uses a few products. The enterprise account whose ops team adopted the tool but whose agents never did. That is the problem this role exists to solve. The Growth PM starts with customers who are failing to reach value, understand exactly where and why the experience breaks down, build the hypotheses, and run the experiments to close the gap. They find the lever that moves the number and pull it, repeatedly, until the team has internalized the discipline. The right person for this role will carry earned conviction into every room because they will have done more rigorous discovery on commercialization metrics than anyone else at the table. They will have talked to more customers, built cleaner hypotheses, and stress-tested their own assumptions before presenting them. When you are doing this job at its best, you will know it because the team will start bringing experiments to you, rather than the other way around. Why We Are Hiring This Role Now The core product works. Wire fraud protection is best-in-class and customers who stay, stay. But CertifID is more than a fraud prevention tool. The participant experience is expanding. The payment surface is expanding. The opportunity to become a platform a title company cannot operate without is in front of us. What we do not have is a single person who owns the question of why customers do not reach full value, and who operates with the urgency and rigor to close that gap systematically. This role exists to be that person. What You Will Do Start With Customers Every growth hypothesis at CertifID begins with a customer who is failing to reach value or could be maximizing value in new ways. You will be in direct conversation with buyers, sellers, homeowners, title officers, closing coordinators, developers and other real estate participants weekly to understand exactly where the experience breaks down and why. That upstream work is what separates experiments worth running from noise dressed up as rigor. Own the Growth Model Define the funnel, instrument what is missing, and make the biggest drops visible to the team. The growth model is not a dashboard you maintain. It is the operating framework the product team navigates by. Every month, the picture of where growth comes from should be clearer because you made it clearer. Run Experiments With Earned Conviction You will run experiments because you have done the discovery to know which ones matter.

For every test you will:

Form a hypothesis grounded in direct customer evidence Instrument measurement before launch Present results with a clear recommendation within days Act on the finding and move to the next question Quality of insight > volume of insight. Fewer experiments with sharper hypotheses beat a high-cadence A/B testing machine every time. Drive Activation and Expansion CertifID has multiple products and a growing participant surface. You will identify where accounts can expand, understand the behavioral and experience reasons behind the stall, and build the interventions that move them forward. Expansion revenue is a direct output of this work. Operate Across the Closing Ecosystem Growth at CertifID is unusually complex. Buyers and sellers experience it at the moment of highest financial stress and need quick, secure coordination with realtors, lenders, title agents, inspectors and other 3rd parties. You will navigate that web with fluency, working across sales, CS, marketing, and engineering to find and close the gaps that matter most. What You Will Bring Proven growth depth. 5 to 8 years in product with at least 3 years owning activation, retention, or expansion metrics as primary outcomes at a B2B2C SaaS company. You have operated in a vertical SaaS or fintech context where the buyer and the end user are different people. You understand what enterprise adoption actually requires. Customer-led discovery. You have a regular practice of direct customer contact that informs your hypotheses. You can run interviews, synthesize behavioral patterns, and translate qualitative insight into testable assumptions. Experiments that changed decisions. In your first interview, you will describe three findings that altered a roadmap, a pricing strategy, or a go-to-market motion. Not experiments you shipped. Findings that changed something. Analytical fluency. You can write SQL, build a funnel in Amplitude or Hex, and read a cohort analysis without support. You use data to stress-test your own hypotheses before you bring them to others. Building with AI is a given. Earned conviction under pressure. When a VP pushes back on a result because it contradicts their intuition, you do not hesitate. You know the difference between a legitimate methodological challenge and someone who does not like the answer. What Good Looks Like

MONTH ONE

You have talked to at least fifteen customers and have a working growth model. Funnel stages are defined, instrumentation gaps are identified, and you have a grounded point of view on where the biggest drops are. You are presenting it to the CPO and ELT before your fourth week ends. It does not need to be perfect. It needs to be real.

MONTH TWO

You have shipped your first experiment, grounded in something a customer told you. Shipped it, measured it, presented the result with a recommendation. The recommendation gets acted on.

MONTH THREE

Four experiments in flight or completed. At least one has changed a roadmap decision. At least one has been wrong and you have said so clearly. The team has raised its bar for what counts as evidence before building.

MONTH SIX

Activation rates among new accounts are measurably higher than when you joined. You have a documented onboarding-to-adoption playbook that CS and product both operate from. Expansion revenue per account is a metric the team reviews weekly and you own it.

MONTH TWELVE

Growth is a function, not a person. The PM team runs experiments without being asked. Customer contact is a habit, not a project. You have built something that outlasts your individual attention. What We Offer Flexible vacation 12 company-paid holidays 10 paid sick days No work on your birthday Health, dental, and vision Insurance (including a $0 option) 401(k) with matching, and no waiting period Equity Life insurance Generous parental paid leave Wellness reimbursement of $300/year Remote worker reimbursement of $300/year Professional development reimbursement Competitive pay An award-winning culture Not sure if you check all the boxes? Apply anyway! We know that great talent comes in many forms, and we value potential just as much as experience. If you're excited about this role and believe you can grow into it, we'd love to hear from you. We're looking for people who are eager to learn, adapt, and solve challenges—so if that sounds like you, don't let a checklist hold you back! Change doesn't happen overnight, and the same goes for us here at CertifID. We evolve collectively and individually as we grow by leaning into the core values that define us. As we grow, we embody GRIT —collectively and individually—to raise the bar and influence outcomes in everything we do. Guard the Customer

• Raise the Bar
• Influence Outcomes
• Teamwork Wins We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses.

These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.