Sr. Product Manager

About the Role

HighLevel is looking for a Senior Product Manager to own and evolve Custom Objects - a foundational part of our CRM platform.

Businesses operate around more than Contacts, Companies, and Opportunities. A real estate business may need Properties, an automotive business Vehicles, and an insurance business Policies. Custom Objects allow customers to model these unique business entities, define relationships between them, and use that data across workflows, reporting, integrations, and other HighLevel products.

We're looking for a technically strong Product Manager with deep understanding of databases, data modeling, APIs, and integrations who can work closely with Engineering to take this platform to the next level.

What You'll Own

• Define the product strategy and roadmap for Custom Objects and the evolution of HighLevel's CRM data model.
• Build scalable capabilities for creating custom entities, fields, records, relationships, associations, and permissions.
• Partner closely with Engineering and Architecture on data models, schemas, APIs, scalability, data integrity, performance, and platform extensibility.
• Make Custom Objects a first-class citizen across Workflows, Reporting, Contacts, Companies, Opportunities, Forms, Integrations, AI, and other HighLevel products.
• Evolve our API, webhook, import/export, and synchronization capabilities so customers and developers can reliably integrate Custom Objects with external systems.
• Translate complex customer requirements into reusable platform primitives rather than one-off solutions.
• Drive the product lifecycle from customer discovery and technical design through delivery, adoption, and iteration.
• Define and own success metrics across adoption, usage, API consumption, platform reliability, and customer outcomes.

What We're Looking For

• 7+ years of Product Management experience, with significant experience building platform, CRM, data, developer, infrastructure, or integration products.
• Strong understanding of relational databases, entity-relationship modeling, schemas, metadata, and one-to-one / one-to-many / many-to-many relationships.
• Strong understanding of APIs, webhooks, data synchronization, integrations, imports/exports, and data mapping.
• Ability to reason about data integrity, scalability, performance, backward compatibility, and system-level trade-offs.
• Proven ability to work deeply with Engineering and Architecture on technically complex products.
• Strong product judgment - able to simplify sophisticated platform capabilities into experiences that are intuitive for SMB customers.
• Ability to operate in ambiguous problem spaces and align Product, Engineering, Design, Data, and GTM teams around a clear direction.

Strong Plus

Experience building products in one or more of the following areas:

• CRM platforms such as Salesforce, HubSpot, or Dynamics
• Flexible data platforms such as Airtable, Notion, or Coda
• API or developer platforms
• Integration/iPaaS platforms such as Zapier, Workato, or Tray.io
• Database, ERP, CDP, data infrastructure, or systems-of-record products

Hands-on familiarity with SQL, APIs, data modeling, or integration architecture is highly valuable.

What Great Looks Like

You're someone who doesn't just ask:

"What features should we build?"

You ask:

"What capability or primitive should exist in the platform so this problem is solved consistently across the CRM, APIs, Workflows, Reporting, Integrations, and AI?"

You don't need to write production code, but you should be able to go deep with engineers, understand architectural trade-offs, challenge assumptions, and jointly arrive at scalable solutions.

The decisions you make will help shape how HighLevel models and connects customer data across the entire platform.