Sr. Manager, Product-Led Growth

Betterworks is an innovative company focused on AI-native platforms for manager support. They are seeking a Sr. Manager, Product-Led Growth to drive user demand and manage the growth engine from initial contact to user advocacy.

Responsibilities:

• Develop and execute a multi-channel demand generation strategy targeting managers and anyone who leads a team across content, paid, partnerships, and community
• Build and manage top-of-funnel pipelines through organic and LLM search, social, email, and other channels relevant to the leadership development and manager enablement space
• Craft messaging and positioning that resonates with the core Rypple audience: managers who are under-supported, time-poor, and hungry for practical guidance
• Run experiments across channels, rapidly testing and iterating on what converts
• Own the conversion funnel from landing page through first meaningful product moment ensuring the path to value is short, clear, and compelling
• Partner with product to design and optimize the onboarding experience, reducing time-to-value and increasing activation rates
• Identify and remove friction points in the signup and early-use journey through analysis, user research, and A/B testing
• Define and track activation milestones that correlate with long-term retention
• Develop lifecycle marketing programs (email, in-app, push) that keep users engaged and progressing in their leadership development
• Work with Product to surface moments of value that reinforce habit formation and deepen user investment in the platform
• Monitor retention cohorts and churn signals, building interventions that address disengagement early
• Contribute to the development of features and nudges that drive weekly active usage
• Design, build, and optimize Rypple's referral growth loop, identifying the natural moments where managers want to share, and making it frictionless to do so
• Explore and test network-effect-based growth models specific to the management and team context (e.g., team invites, shared coaching moments, manager-to-manager recommendations)
• Build referral mechanics that align incentives authentically with how managers talk about tools they trust
• Instrument and measure viral coefficient, referral conversion, and downstream retention of referred users
• Own the growth metrics dashboard: CAC, activation rate, DAU/MAU, NPS, referral rate, retention curves, and LTV
• Build a culture of experimentation with proper hypothesis framing, test design, and result analysis
• Report growth performance to leadership with a clear narrative on what's driving results and what's next

Requirements:

• Hands-on experience with product-led growth programs, owning not just demand creation but also product onboarding, adoption, and retention
• 5–7 years in growth, product marketing, or demand generation roles in product-led SaaS companies
• Demonstrated experience owning a full funnel; not just one part of it
• Comfort working in early-stage or scaling environments where there's no playbook (yet) and you'll have to build the plane while flying it
• Strong analytical instincts; you're comfortable with data and can build your own analysis
• Product intuition; you think about user behavior, not just campaign metrics, and can collaborate meaningfully with a product team
• Excellent written communication; you can write copy that converts and briefs that inspire
• Systems thinker who can see how acquisition, activation, and retention connect into a cohesive growth engine
• Bias toward action with disciplined follow-through; you run experiments quickly but learn from them carefully
• Experience in HR tech, people management tools, or the L&D/coaching space
• Experience building or scaling a referral program from scratch
• Background that spans both marketing and product roles