Startpage is System1's flagship privacy technology brand, serving millions of users worldwide with private search and browsing experiences built around privacy, trust, and user choice.
Founded in the Netherlands and built on privacy-by-design principles, Startpage has grown into one of the world's leading privacy-focused search platforms. Today, Startpage is a profitable, scaled global consumer internet business with meaningful revenue, EBITDA, and a loyal international user base.
As consumers become increasingly aware of how their data is collected and used online, Startpage is uniquely positioned to become the trusted alternative for users seeking a safer, more private web experience.
Search is undergoing its most significant evolution in decades. Advances in AI are changing how consumers discover information, how platforms compete for attention, and how digital businesses create value.
Startpage is uniquely positioned to capitalize on these shifts as a trusted privacy-first alternative serving millions of users worldwide.
We are seeking a General Manager to lead the next phase of Startpage's growth by expanding our user base, strengthening our brand, accelerating product adoption, deepening user engagement, and driving profitable growth.
The successful candidate will understand how emerging technologies, including AI, are reshaping consumer behavior and will help ensure Startpage continues to innovate while remaining true to its privacy-first mission.
This role is ideal for a consumer internet operator who has successfully scaled digital products through growth, product marketing, partnerships, and operational excellence. You should be equally comfortable discussing acquisition economics, retention cohorts, brand positioning, distribution strategy, monetization, and product priorities.
You will operate with an owner mentality, running Startpage as a standalone business while leveraging the scale, resources, and infrastructure of System1.
• Accelerate global user growth, engagement, user retention, activation, and lifetime value
• Strengthen Startpage's position as the leading privacy-focused search and browsing platform
• Expand distribution through strategic partnerships and platform integrations
• Grow revenue and profitability through disciplined product and commercial execution
• Build a world-class consumer growth organization across product, marketing, analytics, and partnerships
Business Leadership & P&L Ownership:
• Own the overall operating plan, strategy, and financial performance of Startpage.
• Drive sustainable growth in users, engagement, revenue, and profitability.
• Allocate resources effectively across growth functions and competing opportunities
• Identify and execute new opportunities for expansion and long-term value creation.
• Operate with founder-level accountability and ownership.
Growth, Marketing & User Acquisition:
• Own global user acquisition, activation, retention, and engagement metrics.
• Lead cross-functional growth initiatives spanning product, marketing, analytics, and partnerships.
• Scale acquisition channels while improving efficiency and return on investment.
• Drive lifecycle marketing programs that improve retention and user lifetime value.
• Build a culture of experimentation and data-driven decision making.
• Expand Startpage's reach across key international markets.
Product Strategy & Consumer Experience:
• Define and execute the product strategy for Startpage's search and browsing experiences.
• Partner closely with Product, Engineering, and Design leaders to deliver compelling consumer experiences that drive acquisition, engagement, and retention.
• Champion the voice of the customer across all product decisions.
• Ensure product investments align with business objectives, user needs, and brand positioning.
• Evaluate emerging technologies and industry trends, including AI-powered search and discovery, where they can improve user experiences while preserving Startpage's privacy-first values.
Search & Market Evolution:
• Monitor changes in search, browsers, AI-assisted discovery, and consumer behavior.
• Evaluate emerging technologies and partnerships that can strengthen Startpage's competitive position.
• Help shape Startpage's long-term strategy as search and AI continue to converge.
• Ensure Startpage remains relevant as the search ecosystem evolves while maintaining its commitment to privacy and transparency.
Partnerships & Distribution:
• Identify, negotiate, and manage high-impact commercial relationships.
• Develop new channels for user acquisition and business growth.
• Strengthen Startpage's position within the broader privacy and consumer technology ecosystem.
What Success Looks Like (24–36 Months):
• Sustained growth in DAU, MAU, and search volume
• Increased user retention and engagement
• Expanded global distribution footprint
• Stronger brand awareness and consideration among privacy-conscious consumers
• Successful introduction and adoption of new search and discovery experiences that strengthen Startpage's competitive position in an evolving search landscape
• Improved monetization and unit economics
• Continued growth in revenue and EBITDA
• Strengthened market position as the leading privacy-first alternative in search
What You’ll Bring:
Required:
• 8+ years of experience building and scaling consumer internet businesses.
• Experience leading growth and/or product marketing for a consumer product at scale.
• Demonstrated success driving user acquisition, engagement, retention, and revenue growth.
• Strong understanding of lifecycle marketing, consumer acquisition, monetization, partnerships, and brand development.
• Experience managing meaningful business metrics and operating plans, ideally with direct P&L responsibility.
• Ability to partner effectively across product, engineering, marketing, analytics, and commercial teams.
• Strong strategic thinker with a bias toward execution and measurable results.
• Passion for consumer products and delivering outstanding user experiences.
Preferred:
• Experience with search, browsers, consumer subscriptions, digital media, marketplaces, or other scaled consumer internet businesses.
• Experience leading international consumer products.
• Experience overseeing both product and growth organizations.
• Familiarity with how AI is influencing consumer search, discovery, content, or digital experiences.
• Interest in privacy, trust, and consumer technology.
Ideal Candidate Background:
• Search and browser platforms
• Consumer subscription businesses
• Digital media companies
• Creator and content platforms
• Privacy-focused technology companies
• Consumer productivity and utility products
Why This Role Is Unique:
A profitable, scaled consumer internet business with millions of users worldwide.
• The opportunity to shape the future of privacy-first search as search and AI continue to evolve.
• Significant autonomy and direct P&L ownership.
• The resources and infrastructure of System1 combined with the agility of an independent business.
Skills Required
- 5+ years of experience in consumer internet, search, AI products
- 2+ years in a GM or comparable P&L leadership role
- Demonstrated experience leading AI-driven product innovation
- Proven ability to redesign operating models using AI
- Strong understanding of growth systems and monetization mechanics
- Financial acumen and ability to build models
- Technical fluency to partner with engineering and data teams
- High bias for action and entrepreneurial mindset
- Mission alignment with privacy as a strategic advantage
What the Team is Saying
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System1 Compensation & Benefits Highlights
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Healthcare Strength — Medical, dental, and vision coverage are complemented by mental‑health programs, virtual care, and travel medical support. The breadth of health offerings indicates a comprehensive benefits foundation.
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Retirement Support — A 401(k) with company match is clearly part of the package and emphasized across employer materials. This provides a meaningful long‑term savings component alongside core pay.
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Leave & Time Off Breadth — Generous PTO, company holidays, and open/paid sick days are highlighted, with notable parental leave also called out. The time‑off structure signals flexibility and support for taking time away when needed.
System1 Insights
What We Do
We are an omnichannel customer acquisition platform with offices throughout the US, Canada and Europe. System1 builds desktop and mobile apps, search engines, and online publications that empower consumers with information while respecting their privacy. We also operate brands that include CouponFollow, Startpage and MapQuest. System1 is a champion of AI technology, investing in the first legal AI called Vinny after the movie "My Cousin Vinny"!
Why Work With Us
Our growing team of over 200 people is an incredible cohort of engineers, product managers, data scientists, & buy- and sell-side ad/mar tech experts. Together, we have grown globally through Best-In-Class hiring and complimentary business acquisition, and we are JUST getting started.
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Employees engage in a combination of remote and on-site work.
Our hybrid policy allows employees to work with their teams in the office and also remotely. Teams have decided what works best for them and the employees on their teams.
