Self-Service & Commerce Growth Program Leader

IBM

IBM

Sales & Business Development

California, USA · Texas City, TX, USA

Posted on Apr 30, 2026
Introduction

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.

Your role and responsibilities
Summary

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 education
Bachelor's Degree
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

YOUR LIFE @ IBM

In a world where technology never stands still, we understand that, dedication to our clients success, innovation that matters, and trust and personal responsibility in all our relationships, lives in what we do as IBMers as we strive to be the catalyst that makes the world work better.

Being an IBMer means you’ll be able to learn and develop yourself and your career, you’ll be encouraged to be courageous and experiment everyday, all whilst having continuous trust and support in an environment where everyone can thrive whatever their personal or professional background.

Our IBMers are growth minded, always staying curious, open to feedback and learning new information and skills to constantly transform themselves and our company. They are trusted to provide on-going feedback to help other IBMers grow, as well as collaborate with colleagues keeping in mind a team focused approach to include different perspectives to drive exceptional outcomes for our customers. The courage our IBMers have to make critical decisions everyday is essential to IBM becoming the catalyst for progress, always embracing challenges with resources they have to hand, a can-do attitude and always striving for an outcome focused approach within everything that they do.

Are you ready to be an IBMer?

ABOUT IBM

IBM’s greatest invention is the IBMer. We believe that through the application of intelligence, reason and science, we can improve business, society and the human condition, bringing the power of an open hybrid cloud and AI strategy to life for our clients and partners around the world.

Restlessly reinventing since 1911, we are not only one of the largest corporate organizations in the world, we’re also one of the biggest technology and consulting employers, with many of the Fortune 500 companies relying on the IBM Cloud to run their business.

At IBM, we pride ourselves on being an early adopter of artificial intelligence, quantum computing and blockchain. Now it’s time for you to join us on our journey to being a responsible technology innovator and a force for good in the world.

IBM is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, neurodivergence, age, or other characteristics protected by the applicable law. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.

OTHER RELEVANT JOB DETAILS

IBM offers a competitive and comprehensive benefits program. Eligible employees may have access to:

- Healthcare benefits including medical & prescription drug coverage, dental, vision, and mental health & well being

- Financial programs such as 401(k), cash balance pension plan, the IBM Employee Stock Purchase Plan, financial counseling, life insurance, short & long- term disability coverage, and opportunities for performance based salary incentive programs

- Generous paid time off including 12 holidays, minimum 56 hours sick time, 120 hours vacation, 12 weeks parental bonding leave in accordance with IBM Policy, and other Paid Care Leave programs. IBM also offers paid family leave benefits to eligible employees where required by applicable law

- Training and educational resources on our personalized, AI-driven learning platform where IBMers can grow skills and obtain industry-recognized certifications to achieve their career goals

- Diverse and inclusive employee resource groups, giving & volunteer opportunities, and discounts on retail products, services & experiences

We consider qualified applicants with criminal histories, consistent with applicable law.

This position was posted on the date cited in the key job details section and is anticipated to remain posted for 21 days from this date or less if not needed to fill the role.

IBM will not be providing visa sponsorship for this position now or in the future. Therefore, in order to be considered for this position, you must have the ability to work without a need for current or future visa sponsorship.

The compensation range and benefits for this position are based on a full-time schedule for a full calendar year. The salary will vary depending on your job-related skills, experience and location. Pay increment and frequency of pay will be in accordance with employment classification and applicable laws. For part time roles, your compensation and benefits will be adjusted to reflect your hours. Benefits may be pro-rated for those who start working during the calendar year.

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