Empresa:

ApprovalMax

Descrição da Função

Location: Remote (UK, Serbia, Bulgaria, Moldova, Portugal)

Department: Product

Reports to: VP Product

Overview

We're hiring a Senior Manager, Product-Led Growth to own the self-serve funnel end-to-end at ApprovalMax - turning early PLG momentum into a scaled growth engine.

ApprovalMax provides end-to-end accounts payable automation for businesses using Xero and QuickBooks Online. We have 20,000+ businesses worldwide and strong product-market fit built over 8+ years. Our PLG motion complements our sales-led motion, targeting smaller accounts where the product experience drives acquisition and conversion.

This is a senior hands-on operator role. You will be writing hypotheses, designing experiments, pulling data, running Intercom campaigns, deploying Refiner surveys, and presenting results to leadership. You must be comfortable with data end-to-end - from raw event streams through to cohort analysis, storytelling, and action. You will operate with a bias for speed - shipping weekly, not monthly.

Why This Role Exists

• PLG motion is already producing results: trial-to-activation conversion improved meaningfully in Q1 2026, activation rate in the top quartile of B2B SaaS benchmarks
• Interactive product tours converting significantly better than direct signups, with early evidence of incremental paid account growth
• Analytics infrastructure in place - Amplitude, Intercom, Navattic, Refiner - but no dedicated senior operator to use these tools at pace
• Need to move from early green shoots to a scaled, measurable growth engine.

What You'll Do

1. Own the Free Trial Legitimate Trial Conversion Bottleneck

A Free Trial (FT) is a user who registers. A Legitimate Trial (LT) is a user who connects their accounting system - the activation moment. Once users reach LT, roughly half convert to Paid. The leverage is in getting more FTs to that activation moment.

• Diagnose and fix drop-off points in the signup-to-activation journey
• Run continuous A/B experiments on the onboarding flow - hypothesis-driven, measured, iterated weekly
• Test trust signals, messaging, and UI changes to improve confidence at the activation step
• Investigate low-converting traffic segments with Digital Marketing
• Deploy Refiner surveys to surface user intent, friction, and satisfaction at key funnel moments

2. Scale Interactive Product Tours

• Increase Navattic tour distribution across the website and marketing campaigns
• Expand tours beyond pre-signup into in-product onboarding for new and existing features

3. Activate the Intercom Messaging Engine

• Design and deploy behavioural campaigns for users stuck at activation, approaching trial expiry, or who activated but haven't converted
• Build the post-signup email sequence - an early-stage opportunity with significant room to improve

4. Measurement, Attribution, and Data Culture

• Partner with Digital Marketing to complete attribution setup - every trial user tracked by source
• Track and prove incremental uplift: additional paid accounts PLG generates beyond the organic baseline
• Coach 2-3 Product Managers in using Amplitude for their own product areas

5. Drive the Cross-Functional Rhythm

• Establish regular sync with Product Marketing and Digital Marketing from day one - shared hypotheses, data, and priorities
• Feed product insights back to Product Managers: adoption patterns, churn signals, and expansion triggers

6. Use AI to Accelerate Everything

• Speed up experiment design, analysis, and content creation using AI tools
• Produce design mockups and prototypes for onboarding experiments without waiting for a designer
• Stay current with new AI tools that increase PLG velocity and quality

What This Role Does Not Own

• Platform-wide UX standards: the Head of Product Experience owns UX vision and design system governance. You collaborate on PLG-specific UX but don't set platform-wide standards.
• Website design and SEO: Digital Marketing owns traffic acquisition. You collaborate on conversion optimisation.
• Core product development: you influence the roadmap with PLG data; Product Managers own their domains.

What We're Looking For

Must-Have

• Proven PLG track record - you've owned a self-serve funnel in B2B SaaS and moved conversion metrics materially. Not 'contributed to' - owned.
• Deep data fluency - comfortable pulling event streams, segmenting cohorts, building charts, telling the story, and acting on it
• Experiment velocity - shipped multiple A/B experiments per month, not per quarter
• Hypothesis-driven mindset - every initiative framed as 'We believe X because Y , and we'll know by measuring Z '
• Cross-functional influencer - worked across Marketing, Product, and Sales without needing positional authority
• People management - you will hire and manage the PLG Lead. This is a people manager role.
• AI-fluent - you actively use AI tools to increase your speed and output
• Strong communicator - credible, concise, and comfortable presenting data-driven narratives to senior leadership

Nice-to-Have

• Integration-gated SaaS experience - products requiring users to connect external systems before activation
• Intercom or equivalent in-app messaging - behavioural campaigns, not just broadcast messages
• Accounting or fintech SaaS experience - understanding the bookkeeper/accountant buyer persona
• Design capability - can produce low-fidelity wireframes and Figma mockups

What Success Looks Like

Within 12 months:

• FT LT conversion rate meaningfully improved with clear data showing which changes drove it
• PLG incremental uplift demonstrably covering the team's investment
• Intercom campaigns driving measurable retention improvement
• Attribution complete, experiments running continuously
• AI embedded across the PLG workflow as standard practice

This Role Is Not For You If

• You prefer strategy decks over shipping experiments - this role is about doing, not presenting
• You need a large team around you to execute - this is a two-person unit that moves fast
• You're not comfortable owning numbers and being held accountable for conversion metrics

Compensation & Benefits

• Growing international business with 20,000+ customers worldwide
• 26 days paid time off
• 1 additional day off for your Birthday
• Remote office assistance

Observações

Not Specified (Portugal)