Growth Product Marketing Manager

Role Overview

• Serve as the single point of accountability for the SMB customer journey across product, lifecycle, in-product messaging, and sales
• Ensure messaging and experience are coherent across touchpoints—what a user sees in-app should reinforce what they receive via email and hear from sales
• Identify gaps and friction points in the journey; work cross-functionally to close them
• Define and optimize the paid-to-paid expansion paths
• Create high-quality content (video scripts, written pieces, case studies, landing pages) for the SMB audience
• Build content as a system—assets that can be repurposed across lifecycle emails, paid performance campaigns, in-product messaging, and sales enablement
• Own the production of customer stories and proof points that resonate with SMB buyers
• Partner with creative resources as needed, but be comfortable producing work directly
• Own email and in-product communication strategy from signup through expansion
• Build trigger-based campaigns tied to usage milestones, feature adoption, and expansion signals
• Partner with product to design upgrade prompts and in-app moments that feel helpful, not pushy
• Continuously test and optimize messaging for conversion impact
• Become the internal authority on the SMB user: their goals, constraints, buying process, and decision-makers
• Conduct ongoing user research to deepen understanding of this audience
• Translate insights into actionable guidance for product, sales, and marketing
• Define product-qualified lead (PQL) criteria in partnership with sales and product
• Develop the core story for why users should move from free to paid, and from self-serve to sales-assisted
• Create sales assets: decks, one-pagers, talk tracks, videos, objection handling
• Partner with sales to refine the narrative based on what's working in real conversations
• Ensure sales has a steady stream of relevant content to use in outbound and deal conversations
• Partner with product and finance to evolve plan structure as needed
• Develop positioning for each pricing tier based on jobs to be done
• Contribute to experiments on pricing pages, trial structures, and feature gating

Requirements

• 4-7 years of experience in product marketing, growth marketing, or lifecycle marketing at a SaaS company
• Direct experience with PLG businesses and the free-to-paid conversion motion
• Proven ability to create content—you've written copy, produced videos, or built campaigns yourself, not just briefed others
• Strong analytical skills; you're comfortable in dashboards and can design experiments
• Excellent writing skills for conversion-focused copy (emails, landing pages, in-app messages, sales assets)
• Experience partnering with product teams to influence roadmap and in-app experience
• Ability to work across functions and serve as connective tissue between teams
• Deep curiosity about users—you naturally dig into who they are and what they need
• Bonus: experience at a company that layered sales onto a PLG foundation

Benefits

• Competitive salary
• Health insurance
• Flexible working hours
• Paid time off
• Professional development opportunities