Growth Product Marketing Manager
Lovable
full-time
Posted on:
Location Type: Hybrid
Location: Boston • Massachusetts • United States
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About the role
- 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
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
product marketinggrowth marketinglifecycle marketingcontent creationcopywritingvideo productioncampaign buildingdata analysisexperiment designconversion optimization
Soft Skills
analytical skillswriting skillscross-functional collaborationuser researchcuriositycommunicationstorytellinginfluenceproblem-solvingadaptability