Head of Product Led Growth (PLG)

The Company

Duende Software is The .NET Identity Company. Trusted by thousands of organizations worldwide, Duende and our flagship product, IdentityServer, help organizations of all sizes and industries secure user identities. Positioned for rapid growth and market expansion, we are seeking a Product Marketing Manager to help accelerate expansion of our product portfolio and guide our product commercialization strategy.

Duende IdentityServer is the premiere solution for secure login authentication for .NET applications. After 10 years of building an open-source foundation with IdentityServer, two of the world’s premier .NET Security experts launched Duende commercially in 2020 to deliver the world’s most flexible, security standards-compliant identity solution for .NET applications.

Building on the rapid customer adoption of IdentityServer and a reputation for best-in-class quality and flexibility, Duende is poised to expand rapidly into the broader Identity Access Management (IAM) market and help organizations secure the identity of their application users.

The Role

In our next chapter, we are seeking a Head of Product Led Growth (PLG) to take ownership of our PLG strategy and execution, guiding how Duende attracts, activates, and retains customers at scale. As Head of PLG, you will be accountable for growing and leading the product-led growth function. You will build a PLG go-to-market strategy that aligns with our Product development strategy, scale the team, and drive the initiatives that shape how developers and enterprises discover, adopt, and expand with Duende. You will own the PLG funnel end-to-end and serve as a key voice in company leadership on growth strategy.

Strategic Leadership

• Refine and evolve Duende’s PLG strategy as a core growth engine of the business.
• Partner with the Head of Product Strategy and CEO to align PLG initiatives with product direction and company goals.
• Identify and prioritize the highest-leverage opportunities for user acquisition, activation, expansion, and retention.
• Shape our positioning and messaging to resonate across developer communities and enterprise stakeholders in regulated industries.

Growth & Marketing Leadership

• Build and lead a high-performing PLG and marketing team.
• Oversee brand, content, and inbound demand programs that drive awareness and adoption.
• Design and execute scalable experiments to optimize user journeys from self-serve adoption to enterprise expansion.
• Ensure PLG motions are deeply data-driven, with clear measurement of impact across the funnel.
• Champion best-in-class digital marketing and growth practices tailored to developer-first adoption models.

Cross-Functional Leadership

• Collaborate with Product, Engineering, RevOps/Sales/Renewals, and Customer Success to continuously improve onboarding and user experience.
• Partner with Operations and Finance to streamline processes that support seamless activation, billing, and renewals.
• Act as the internal voice of the customer, bringing insights into leadership discussions and product roadmap planning.
• Influence company-wide strategy as a member of the leadership team, ensuring growth is central to decision-making.

The Team

You will lead the PLG and marketing functions and report directly to the CEO. The Head of PLG will operate as a senior leader, working closely with all departments to ensure Duende continues its rapid adoption and market leadership.

About You

We are seeking someone who has:

• 7+ years of experience in growth, marketing, or product-led growth roles within B2B software, ideally SaaS or developer-focused products.
• Proven success owning PLG strategy and delivering significant, measurable growth.
• Experience building and scaling growth or marketing teams.
• Deep understanding of developer adoption cycles and enterprise user journeys.
• Strong track record of leveraging analytics, experimentation, and customer insights to drive decisions.
• Exceptional leadership, communication, and cross-functional influence.
• Background in identity, security, or developer ecosystems (preferred).

At Duende, we value curiosity, quality, and respectful dissent in pursuit of the best solutions. We seek team members who embody these values: learner’s mindset, data driven, growth-oriented, enjoy debate, and pursue excellence through hard work and joy.

Salary and Location

Duende offers a competitive compensation package including salary, benefits, and equity. While Austin, Texas is our stated location, we welcome remote and flexible work arrangements worldwide. Final offers may vary depending on geography, experience, and expertise.

We are an equal opportunity employer and are committed to providing a positive interview experience for every candidate. If accommodations due to a disability or medical condition are needed, please let us know.

How to Apply