Why this role matters

At F5, our mission is to power and protect every app—anywhere. As we scale SaaS and recurring revenue, our Customer Support and Experience platforms are mission-critical. We’re modernizing how customers get help: from AI-powered self-service and optimized case routing to agent experience and enterprise-grade compliance. The Principal PM will own strategy, roadmap, and outcomes across platforms (Salesforce + Azure + best-of-breed partners), and will combine deep domain expertise, PLG thinking, and practical AI know-how to deliver measurable business impact.

Position summary

You will lead product strategy and execution for global support systems and customer-facing experiences (myF5 portal, case management, knowledge, omni-channel, entitlement & SLA handling). You’re an expert in customer support workflows, a proven operator who can drive PLG-style adoption and product-led outcomes, and an AI-fluent builder who designs safe, useful AI into support journeys. You’ll partner across Customer Support, Operations, Digital Engineering, Security, Product, and external vendors to deliver secure, scalable, data-driven solutions that improve customer experience, agent productivity, and operational efficiency.

Key responsibilities

• Set the long-term product strategy and roadmap for customer support systems (myF5, Service Cloud, Experience Cloud, integrations), aligning to corporate OKRs and business partner priorities.

• Lead PLG efforts across the Customer Success / Support pillar: design in-product triggers, guided onboarding, self-service funnels, activation metrics, and growth experiments that increase adoption and reduce costly assisted support.

• Own requirements and delivery for enterprise case management: entitlement & contract validation, SLA tracking, routing & escalation, queues, agent tooling, and omni-channel (chat, voice, email, social).

• Design and operationalize AI capabilities safely and effectively: RAG/knowledge retrieval, LLM-assisted agent recommendations, smart summarization, intent classification, conversational assistants, and automated knowledge generation — including guardrails for hallucination, data privacy, and explainability.

• Drive knowledge management strategy: article lifecycle, governance, content quality, Coveo-powered search optimization, content analytics, and automated knowledge creation/maintenance flows.

• Partner with cross-functional stakeholders and vendors (Certinia, Pendo, Gainsight, Qualtrics, Coveo, etc.) to deliver integrated, data-driven workflows and single-source-of-truth customer context.

• Ensure compliance and security posture (FedRAMP/GovCloud readiness where required), MFA, audit trails, and collaboration with InfoSec and Compliance on platform governance.

• Translate complex business needs into clear epics, user stories, acceptance criteria, and prioritization for Agile engineering teams; be comfortable rolling up your sleeves to prototype or validate solutions.

• Define, instrument, and own KPIs and dashboards (self-service deflection, CSAT, NPS, SLA compliance, MTTR, cost-per-ticket, feature adoption, time-to-first-response), and use analytics to iterate roadmap and experiments.

• Evangelize product vision, influence executives and partners, and mentor more junior PMs where applicable.

What success looks like

• Measurable increase in self-service adoption and case deflection (e.g., +X% deflection, reduced assisted volume).

• Reduced average time-to-resolution and improved SLA compliance for priority customers.

• Launched safe, effective AI assistants that demonstrably improve agent productivity and customer satisfaction without introducing privacy or hallucination risk.

• High stakeholder satisfaction: support, sales, compliance, and engineering leaders see tangible improvements in workflow efficiency and platform stability.

• Roadmap execution with demonstrable business outcomes that map to corporate OKRs.

Required qualifications

• 10+ years of progressive Product Management experience; at least 5 years owning enterprise-scale customer support or service experience platforms (Salesforce Service Cloud, Experience Cloud) in global or SaaS environments.

• Hands-on experience designing and shipping case management, knowledge, and omni-channel support systems at scale.

• Demonstrated product-led growth experience: designing experiments, funnels, in-product nudges, and activation flows that drive adoption and retention.

• Practical experience with AI in production: LLMs, retrieval-augmented generation, knowledge automation, conversational UI — and an understanding of failure modes and mitigation strategies (hallucination, data leakage, bias).

• Strong track record working with and integrating third-party tools (Certinia, Pendo, Gainsight, Qualtrics, Coveo or equivalents).

• Deep understanding of security & compliance requirements for enterprise/government customers (FedRAMP, GovCloud familiarity preferred).

• Proven ability to influence and maintain strong relationships with business partners across support, product, operations, sales, and security.

• Excellent communication skills — able to translate complex technical concepts for execs and to write crisp product requirements for engineers.

• Bachelor’s degree in Business, Computer Science, Information Systems or related field. Advanced degree (MBA, MS) preferred.

Differentiators

• Prior experience running Salesforce transformations or migrating support platforms at enterprise scale.

• Experience operating in regulated environments supporting government/commercial customers.

• Certifications: Salesforce (Administrator/Service Cloud), Product Management, or relevant AI coursework.

• Experience with Azure cloud services, APIs, and platform integration patterns.

• Experience building observability and safety tooling for ML/AI systems.

Skills & behaviors we value

• Strategic thinker who pairs vision with rigorous execution.

• Customer-obsessed with an operator’s mindset — cares about outcomes and is comfortable iterating quickly.

• Collaborative leader who builds trust with business partners and technical teams.

• Data-driven decision maker: you use metrics to prioritize, justify tradeoffs, and measure impact.

• Pragmatic AI champion: you understand opportunities and limits and can operationalize AI responsibly.

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