The Growth Engineering team at Netflix works to optimize the signup flow through testing and integrations to improve long term revenue growth. Their focus is on improving device-specific signup flows globally through payments integrations, partner bundling opportunities, and ensuring high performance and scalability of their microservices. The role involves collaborating across teams to develop new ways to incentivize qualified customer signups worldwide through a data-driven approach.

1. Growth Engineering
Leadership Role
Improving the Netflix non-member signup flow through A/B
testing, payment & partner integrations.
Gopal Krishnan
gkrishnan@netflix.com
Director of Engineering, AdTech & Growth

2. World’s Leading Internet TV Network
● Opportunity: > 700M Broadband Households
● 110M+ Members
● 190+ Countries
● Signup flows on Web, Mobile, TV
● ~ 20M net new members a year
● Commercial Free
○ Original Content
○ TV
○ Movies

3. With Continued Growth Globally ...

4. Growth Engineering Team Mission
Improving Netflix long term revenue by
optimizing the signup flow.

5. Growth Engineering Overview

6. Core Focus Areas
● Optimization of signup flow to maximum long term
revenue.
● Signup flow API backend infrastructure.
● Member account management.
● Free trial eligibility and abuse detection.
● APIs to ease integration of Netflix app with account,
payment, billing, etc.

7. Three Key Stakeholders
Product Managers
Global Payments
Business Development

8. Product: Optimizing The Signup Flow
Help execute hundreds of the signup flow variations around:
● Device specific flows to make signup easier
● Providing context about the Netflix product and pricing
● Country specific nuances across the globe

9. Payment Integrations at Global Scale
Payment methods to support global scale including
Credit, Debit, Direct Debit, gift card, prepaid,
postpaid.
Global payment integrations of various types (Paypal,
iTunes, Google Play, etc.)
Integrations with large country-specific payment
methods as needed.

10. Partner Integrations Across The Globe
Bundling Netflix product with partners such as ...
T-Mobile in the US Globe in Phillipines.

11. On All Major Signup Platforms ...
http://devices.netflix.com

12. Architecture
Acquisition UI
Signup backend. a.k.a. “dynecom” service. (protocol & state mgmt)
Signup
customization
service
Free trial
eligibility
service
Payments module Native account module
Partnership module
Dependent services such as payment, billing, account, etc.
← what we do
Billing module

13. It’s Still Day One ...
We continue to routinely develop features that
drive large revenue gains.
Global coverage for payment methods is a long
road.
Partnering with major national and regional
ISPs, Mobile Carriers for bundling opportunities.

14. About YOU!
● You have an eye for top talent and know how to attract
and retain it.
● Enjoy working collaboratively with a wide range of cross-
functional partners.
● Love solving tough problems and thrive in ambiguity.
● Have an eye on the right architecture to enable optimal
velocity to keep pace with the business needs.
● Are curious about the broader business.

15. What Will You Learn?
● In partnership with Product, Payments, and BizDev team
you will develop more effective ways to incent signup of
qualified customers across the world.
● Use A/B testing and a data driven approach to drive the
business forward.
● Expand your knowledge, working quickly on cutting edge
technologies
● Have fun!

16. Culture

17. Innovative Culture: Freedom & Responsibility
Every Netflix employee has the freedom to do their best work and the
responsibility to achieve excellence.
Values Are What We Value
● Judgment
● Communication
● Impact
● Curiosity
● Innovation
● Courage
● Passion
● Integrity
● Selflessness
● Diversity & Inclusion
Netflix Culture Slides

18. Tech Stack & Tech
Culture

19. Growth Engineering Technology Stack

20. Engineering Culture - devops
Insights into our systems enables
Operational Excellence

21. Challenge: Performance / Scalability
Growth Engineering microservices are in the critical path for the
Netflix signup experience
● Services must be performant
● Services must be highly available
● Services must scale dynamically and we need to be responsive to
problems in large and small markets

22. Developer Tools: Code, Build, Bake, Deploy
https://medium.com/netflix-techblog/how-we-build-code-at-netflix-c5d9bd727f15

23. Interested?
Engineering Manager
https://jobs.netflix.com/jobs/865443
Gopal Krishnan
Engineering Leader
gkrishnan@netflix.com
LinkedIn profile