Sr. Product Analyst - Lead Generation

About HighLevel

About us HighLevel is an AI-powered business operating system that gives agencies, entrepreneurs and SMBs the infrastructure to build, automate and scale. Today, HighLevel supports SMBs across 150+ countries, fueling community-driven growth rooted in real customer outcomes. To date, businesses operating on HighLevel have generated over $7 billion in ecosystem value, demonstrating the impact of shared infrastructure at scale. By centralizing conversations, automation and intelligence into one system, we help businesses move faster, reduce complexity and execute efficiently. Behind the platform, HighLevel powers more than 4 billion API hits and 2.5 billion message events daily. With 250 terabytes of distributed data, 250+ microservices and over 1 million domain names supported, our architecture is built for performance, resilience and long-term scalability. Our people With over 2,000 team members across 10+ countries, HighLevel operates as a global, remote-first organization built for speed and ownership. We value initiative, clarity and execution, creating space for ambitious people to build systems that support millions of businesses worldwide. Here, innovation thrives, ideas are celebrated and people come first, no matter where they call home. Our impact Every month, HighLevel enables more than 1.5 billion messages, 200 million leads and 20 million conversations for the more than 1 million businesses we support. Behind those numbers are real people building independence, expanding opportunity and creating measurable impact. We’re proud to be a part of that.

About the Team

The Lead Generation Team owns some of the most important products businesses use to build their digital presence and generate leads on HighLevel. Our product portfolio includes Funnels, Websites, AI Studio, Forms, Surveys, Quizzes, Domains, Media, QR Codes, Listings, SEO, Analytics, Tracking, and other lead-generation experiences. Millions of funnels, websites, forms, and other digital experiences are created using HighLevel. Our goal is to help agencies and businesses not only create these experiences but continuously improve their ability to attract visitors, capture leads, and drive conversions. Data plays a critical role in how we make product decisions. We are looking for a Senior Product Analyst who can independently lead analytical work, deepen our understanding of customer behavior, identify growth opportunities, and help Product Managers make faster, better-informed decisions.

About the Role

HighLevel is looking for a highly analytical and product-minded Senior Product Analyst to join our Lead Generation Product team. You will work closely with Product Managers, Engineering, Design, Data, and GTM teams to understand how customers discover, adopt, and use our products—and where the most meaningful opportunities exist to improve their experience. You will own analytical projects end to end: framing the right questions, defining the approach, validating the data, conducting the analysis, and translating findings into clear recommendations. Your work will span the complete customer journey, from activation and feature adoption to engagement, conversion, retention, and monetization. This is a hands-on individual contributor role with a strong emphasis on independent ownership, product judgment, and cross-functional influence. Beyond delivering reports, you will proactively surface opportunities, challenge assumptions, and help Product Managers determine what we should build, why we should build it, and whether what we shipped actually worked.

Responsibilities

• Own end-to-end product analyses across Funnels, Websites, Forms, Surveys, Domains, SEO, Listings, and other LeadGen products, turning ambiguous questions into structured analyses and actionable recommendations.

• Partner with Product Managers to define success metrics and measurement frameworks for product areas and initiatives, covering activation, adoption, engagement, retention, conversion, and monetization.

• Build and maintain dashboards that give Product Managers and leadership clear visibility into product health, emerging trends, and business outcomes, while enabling teams to answer recurring questions independently.

• Lead funnel and journey analyses to identify friction and drop-offs across onboarding, creation, publishing, lead capture, and other critical workflows.

• Conduct cohort, segmentation, and retention analyses to understand differences across customer segments, usage patterns, and lifecycle stages—and identify where targeted improvements could have the greatest impact.

• Partner with Product Managers to size opportunities, validate hypotheses, evaluate trade-offs, and prioritize initiatives based on potential customer and business impact.

• Define measurement plans before feature launches, establish baselines, and evaluate adoption and outcomes after release. Communicate what the evidence supports, where uncertainty remains, and what to do next.

• Partner with Product, Engineering, and Data teams to define events, properties, tracking requirements, and instrumentation, ensuring critical customer journeys can be measured reliably.

• Proactively identify data quality issues and tracking gaps, investigate their impact, and work with relevant teams to improve the consistency and reliability of product analytics.

• Design and analyze A/B tests and product experiments, including hypotheses, success metrics, guardrail metrics, and interpretation of results, to support statistically sound decisions.

• Contribute to requirements definition and feature validation across multiple initiatives, including success criteria and pre-launch validation.

• Lead customer research, including interviews and surveys, and combine it with quantitative data and support-ticket signals. Lead deep-dive and root-cause analyses when important metrics change unexpectedly, distinguishing meaningful shifts from data issues, seasonality, or changes in customer mix.

• Proactively recommend opportunities to improve lead generation, conversion rates, product adoption, engagement, and retention, and partner with teams to assess the results of resulting changes.

• Present complex findings as clear, decision-oriented narratives, explaining recommendations, trade-offs, assumptions, and limitations to Product Managers, Engineering, Design, and leadership.

• Contribute to shared analytical practices, metric definitions, and documentation, bringing customer and LeadGen domain context to the numbers rather than reporting metrics in isolation.

• Mentor junior analysts and facilitate discovery discussions with Product, Design and Engineering

Requirements

• 4-7 years of experience in Product Analytics, Business Analytics, Data Analytics, or a related analytical role, with demonstrated experience informing product decisions.

• Strong proficiency in SQL, including complex joins, window functions, and working independently with large datasets.

• Demonstrated ability to own analytical projects end to end, from clarifying an ambiguous problem to delivering recommendations and following through on outcomes.

• Experience leading customer research (interviews, surveys) and competitive analysis.

• Experience with product analytics or BI tools such as Amplitude, Mixpanel, Pendo, Tableau, Looker, Power BI, or similar platforms.

• Strong understanding of product metrics such as activation, adoption, engagement, retention, conversion, churn, and monetization, including how to select appropriate metrics for different product goals.

• Hands-on experience with funnel analysis, cohort analysis, segmentation, retention analysis, and user journey analysis.

• Experience designing or analyzing A/B tests or product experiments, with a practical understanding of hypothesis testing, statistical significance, and common analytical biases.

• Working knowledge of event-based analytics, instrumentation, and tracking plans, with experience identifying data quality issues and validating analytical inputs.

• Strong proficiency with Excel or Google Sheets, along with the ability to build clear dashboards and communicate findings through effective data visualization.

• Experience partnering closely with Product Managers, Engineering, Design, and other cross-functional teams to influence prioritization and product improvements.

• Ability to communicate complex findings in simple business terms, make clear recommendations, and explain assumptions and limitations.

• Strong problem-solving skills, attention to detail, and the ability to prioritize analytical work based on its potential impact.

Nice to Have

• Experience with Python for data analysis, including libraries such as Pandas and NumPy.

• Familiarity with Google Analytics, Google Tag Manager, pixels, attribution, or web analytics.

• Understanding of websites, funnels, conversion rate optimization, digital marketing, or lead-generation products.

• Experience working in B2B SaaS, MarTech, CRM, website builders, or high-growth technology companies.

• Familiarity with APIs and an ability to understand how data flows between systems.

• Experience improving analytics workflows, documenting reusable approaches, or helping teammates strengthen their analytical skills.

Preferred Soft Skills

• Curiosity to go beyond what happened and understand why it happened and what we should do next.

• Strong product and customer judgment, with the ability to connect analytical findings to real customer problems.

• Comfort independently navigating ambiguity and balancing rigor with the need to make timely decisions.

• Confidence to challenge assumptions constructively and influence decisions without formal authority.

• Excellent written and verbal communication, with the ability to tailor the level of detail to the audience.

• Strong ownership and collaboration skills in a fast-moving, remote environment.

What Success Looks Like

A successful Senior Product Analyst in the Lead Generation team will help us move from “we think this is happening” to “we understand what is happening, why it matters, and what we should do next.” Product teams will have clearer success metrics, more reliable measurement, and a stronger understanding of customer behavior. Important opportunities and risks will be surfaced proactively, and launches and experiments will produce actionable learning—not just reports. Your work will directly influence product strategy, roadmap prioritization, experimentation, and investment decisions across HighLevel’s Lead Generation portfolio.