Sr. Product Manager - Custom Objects & CRM Data Platform

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.
Learn more about us on ourYouTube Channel orBlog PostsAbout 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.
EEO Statement
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