Senior Product Marketing Partner- PLG

Thryv is a company dedicated to helping small businesses succeed through innovative technology and support. The Senior Product Marketing Partner, PLG will play a crucial role in developing and executing strategies for the company's freemium and free trial products, optimizing user conversion and driving revenue growth through collaboration with various teams.

Responsibilities:

• Owns GTM strategy and execution for Thryv’s freemium and free trial conversion
• Develops and refines product positioning and messaging that articulates paid plan value and drives upgrades
• Establishes pricing, packaging, and feature-gating strategies based on user behavior and conversion data
• Leads product lifecycle launches, from planning to execution, at the speed and scale required of new trial features, pricing changes, and plan updates. Manages product launch materials for the marketing organization, creates timelines, and communicates launch readiness to the marketing leadership team
• Provides Sales with playbooks and insights on high-intent free users and PQLs
• Partners with Growth Marketing on messaging continuity from acquisition through conversion
• Partners with Product to optimize the post-signup journey, including onboarding, activation, in-product messaging, and upgrade prompts
• Tracks and improves key metrics, including activation rate, time-to-value, trial-to-paid conversion, and PQL velocity

Requirements:

• Bachelor's degree (or international equivalent) or equivalent experience, required
• 5+ years of related experience, required
• 3-5 years of product marketing experience in B2B SaaS, required
• Deep understanding of PLG funnels, activation, and conversion optimization
• Proven business acumen with big picture thinking. The ability to expand and increase the quality and value of product positioning and competitive landscape through story-telling and solving for client pain points
• Strong industry knowledge with a proven track record of optimizing freemium/trial conversion with measurable results
• Highly skilled in content creation and value positioning relating to product and marketing expertise with the ability to deliver new and innovative solutions to drive product value, messaging, and launch
• Strong interpersonal and communication skills, both written and verbal, with the ability to effectively influence others, foster relationships, and work cross-functionally with Product, Growth, Sales, and Operations
• Strong analytical skills using product analytics and in-app messaging tools
• Comfortable with experimentation, A/B testing, and making data-driven decisions
• Ability to travel less than 5% of the time
• Must be 18 years of age or older
• Must successfully complete pre-employment screening process, as required
• Must successfully complete any required training or orientation courses, as needed
• 9+ years of related experience, preferred
• Experience with Pendo, HubSpot, or Tellium, preferred
• Experience in growth marketing or product management, preferred
• Technical background or ability to understand complex products, preferred