The posting
About the Role
We're looking for a Principal Product Manager to lead strategy and product direction for Printify Sales Experience — the merchant-success layer that helps merchants convert intent into real commercial activity and build the behaviors that drive sustainable growth.
Merchants don't need another dashboard telling them what already happened — they need a system that understands where they are, tells them what matters next, and helps them act. We're starting with new merchants, guiding them from onboarding and product creation through store launch on sales channels, first sale, and early GMV. Our merchant-success system spans AI-led onboarding, merchant intelligence, gamification, lifecycle interventions, sales channels expansions as well as connections to mentorship and community, and serves other segments and channels.
This is a product leadership role with company-level impact. You will manage a team of two product managers and drive outcomes across multiple squads and functions through product judgment, strategic clarity, and the ability to turn ambiguous problems into coordinated action.
Who You Are
A product leader who pairs systems thinking with strong commercial and execution judgment — equally comfortable in merchant research, funnel data, AI opportunities, and business cases. You can take an ambiguous question like "how do we materially grow merchant success?" and turn it into a problem model, KPI tree, and prioritized roadmap. You lead through influence, aligning Engineering, Design, Data, Lifecycle Marketing, Commercial, and leadership around a shared view of the problem, and you know when the answer is a new feature versus a platform capability, better intelligence, or not building at all.
Key Responsibilities
Strategy, Discovery & Business Ownership
- Define and evolve Sales Experience's product strategy, owning the merchant-success problem end-to-end — activation, first sale, early GMV, retention — rather than a fixed feature set.
- Set the North Star and KPI tree, and define how the journey should differ by merchant segment, starting with Shopify while architecting for reuse across other sales channels.
- Build a deep understanding of why merchants progress or stall using research, behavioral data, cohort analysis, and experimentation; map the journey end-to-end and identify the highest-leverage interventions.
- Continuously reprioritize — kill low-confidence ideas and make explicit trade-offs between near-term metric gains and capabilities that compound over time.
AI-Led Merchant Success
- Shape how AI drives the Sales Hub experience: a context-aware system, not a generic assistant, that uses merchant, catalog, and behavioral data to guide next steps.
- Explore and validate experiences such as personalized onboarding, next-best-action recommendations, and proactive interventions; define where gamification (missions, milestones, streaks) genuinely changes behavior versus adding superficial engagement.
- Partner with Engineering, Data, and AI/ML on feasibility, cost, trust, and scalability, ensuring AI initiatives tie to measurable merchant and business outcomes rather than adoption for its own sake.
Cross-Domain Execution & Commercial Leadership
- Translate strategy into phased initiatives with clear outcomes, scope, dependencies, and decision gates, driving alignment across Engineering, Design, Data, Commercial, and Lifecycle before work starts.
- Lead complex trade-offs without defaulting to escalation, and build post-launch discipline — measuring outcomes and deciding to scale, iterate, or stop.
- Make data a decision-making tool: build rigorous understanding of funnels, cohorts, and economics, and define success metrics and instrumentation before development begins.
- Connect product investment to commercial outcomes (GMV, retention, LTV) and be explicit about opportunity cost, including what not to pursue.
Organizational Leverage
- Act as a trusted partner to senior leadership on merchant growth and AI strategy, bringing structure and evidence to ambiguous or contentious decisions.
- Balance your own individual contribution with coaching and mentoring Product Managers, and create reusable frameworks so the organization gets better at solving merchant-success problems without depending on you for every decision.
What Success Looks Like
- Sales Experience has a clear multi-year strategy, merchant segmentation, KPI tree, and prioritized roadmap that's understood across Product, Engineering, Design, Data, and leadership.
- More high-intent merchants progress from onboarding to first sale, early GMV, and continued activity including sales channel expansion, with measurable improvement in early cohort performance.
- AI-driven guidance shows repeated, measurable value rather than novelty-driven usage, and becomes increasingly personalized by merchant intent, behavior, and stage.
- Shopify proves the model, with successful capabilities becoming reusable across other channels.
- Cross-team initiatives run with clear ownership and decision rights, and experiments consistently produce explicit decisions to scale, iterate, or stop.
- Senior leaders rely on your judgment for merchant growth and investment decisions, and PMs grow through your coaching.
What You'll Bring
- Extensive Product Management experience in high-growth SaaS, marketplace, e-commerce, creator economy, or platform businesses, with a track record of driving significant customer and commercial impact across complex, multi-squad domains.
- Deep expertise in activation, onboarding, retention, growth loops, and experimentation, plus strong AI product judgment — able to distinguish real customer value from technology-led novelty.
- Advanced analytical skills (funnels, cohorts, segmentation, KPI trees, opportunity sizing) and strong commercial judgment connecting product decisions to GMV, revenue, retention, or LTV.
- Proven ability to operate in highly ambiguous problem spaces, think in systems, and lead cross-functionally — aligning senior stakeholders around difficult trade-offs.
- Strong technical fluency to partner with Engineering, Data, and AI teams, plus excellent written and verbal communication for both executive and delivery audiences.
- Demonstrated experience leading and coaching Product Managers, enabling them to succeed and grow.
- A plus: background with Shopify, Etsy, TikTok Shop, or other merchant/seller-ecosystem platforms.
What we offer:
- A global, inclusive team that’s as supportive as it is ambitious and serious about getting things done
- An opportunity to work remotely or in a modern and welcoming office in Riga
- Flexible working hours (start your day as late as 11 AM)
- Private health insurance
- 2 extra paid days off to focus on your mental or physical well-being
- 1 extra paid day off to celebrate a Birthday or any other celebration of your choice
- Access to mentorship, internal meetups, and hackathons, both on-site and online
- Free and healthy lunch if you work from the Rīga office
- Design and order your own merch using our platforms with an employee discount
- Exciting team-building events and parties you’ll never forget!
FYUL is the engine that powers on-demand commerce at global scale.
Formed in 2024 through the merger of Printful, Printify, and Snow Commerce, we bring together tech, talent, and infrastructure to help people turn ideas into beautiful products.
From solo creators to entertainment giants, FYUL powers merch that connects with millions, backed by advanced tech, premium production, and global reach.
We're a fast-growing global company working toward powering great brands, great experiences, and great people.
We are an equal-opportunity workplace. We’re committed to diversity and inclusion and make hiring decisions based solely on qualifications, merit, and work experience.
If you think you’d excel in this role, send us your resume in English, showing us why you are the right person for the job.
Interested, but don’t think this is the right fit for you? Feel free to share it with friends and check out other open positions at our career site. We’re always looking for creative and driven minds to join our ever-growing team!
