Self-Service & Commerce Growth Program Leader

About IBM

At IBM, we believe technology shapes the world. We’re a catalyst for that innovation. We’re driving change that improves businesses, society, and the human experience. Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story. We shape IBM’s brand, capture attention in the market, and share our perspective with clients, partners, the media, and fellow IBMers. On our team, you’ll work with bright, collaborative minds who bring passion and creativity to everything they do. You’ll be part of a culture built on openness, trust, and teamwork. Where your ideas matter and your growth is supported. Join us, and help bring innovation to life.

Summary

Your role and responsibilities

The Self-Service & Commerce Growth Program Leader is responsible for designing and activating IBM’s end-to-end self-service revenue motion, spanning product-qualified lead conversion, in-product commerce, and hyperscaler marketplace syndication.

This role operates at the intersection of Product, CIO, Commerce, and Sales. It is responsible for standing up the instrumentation, content standards, journey architecture, and operating model that converts product engagement into self-service revenue at scale, without requiring a human in every transaction.

Key Responsibilities

Storefront management

• Manage the modular in-product storefront architecture and design enabling seat expansion, token top-up, feature unlocks, and add-on purchases directly within the product UX
• Create standard content management standards and processes for syndicated product listings

PQL Motion & Product Instrumentation

• Partner with Product Management to define and create the Common Milestone Tag (CMT) taxonomy for IBM products and standardize in-product usage signals that trigger automated journey activation
• Partner with Product Management to instrument CMTs across IBM’s SaaS portfolio
• Partner with CIO and Marketing Automation to design signal flows, data architecture, and AEP integrations required to activate PQL at scale
• Partner with Data Science and Demand Strategy to define PQL scoring model, pipeline attribution methodology, and handoff thresholds

In-Product Self-Service Commerce Program Management

• Partner with CIO and Product to ensure paygo and trial-to-paid transaction paths are exposed and reusable across products
• Define the entitlement and provisioning model required to support in-product transactions without manual fulfillment
• Integrate commerce flows with IBM ID, AEP profiles, and downstream attribution to Salesforce

Conversion Infrastructure & Dependency Resolution

• Identify and drive resolution of structural blockers: IBM ID friction, customer portal absence, stale documentation, and tech stack underactivation
• Define the self-service conversion funnel and own trial-to-paid rate
• Partner with Identity, CIO, and Experience teams to reduce friction at every stage of the practitioner journey: discovery, trial, activation, and purchase
• Ensure telemetry covers the full funnel and that signal-to-engagement latency is tracked and optimized

Operating Model & Enablement

• Build the self-service and PQL playbook: instrumentation standards, activation playbooks, SLAs, and cross-functional governance
• Enable product teams, web strategists, and commerce partners to execute the PQL motion independently within their domains
• Create scalable frameworks for replicating the motion across products, geos, and segments without bespoke rebuilds
• Report on performance, e.g. PQL pipeline contribution, self-service revenue and trial-to-paid rate

Required Technical And Professional Expertise

• 7+ years in product-led growth, self-service revenue, or B2B ecommerce — with direct ownership of conversion and revenue outcomes
• Experience with product instrumentation, and signal-to-journey activation (AJO, Marketo, or equivalent)
• Experience partnering with Product Management and Engineering/CIO to define instrumentation, data flows, and commerce integrations
• Proven ability to build operating models and scale cross-functional execution in complex, matrixed organizations