Product Growth Marketing Manager – Lifecycle & GTM Systems

This is a fully remote position, open to applicants in Canada.

📋 Description

• Define and enhance product positioning and value propositions in collaboration with product leadership.

• Convert product features and releases into tailored messaging for specific audiences, personas, and segments.

• Implement launches across target segments using lifecycle and nurture workflows, in-app guides, sales sequences, and snippets.

• Develop battlecards, talk tracks, and objection handling materials for Sales and Customer Growth teams.

• Oversee the CRM as the main system of record, managing data model, properties, lifecycle stages, lists, segments, forms, and workflow automation.

• Ensure the quality of CRM data, governance, deduplication, field standards, deal stages, and documentation.

• Coordinate CRM, application telemetry, data enrichment, and automation tools.

• Create enrichment workflows for firmographic, contact, and segment data.

• Design, implement, and optimize fit, intent, and product-usage scoring models utilizing AI and predictive methods.

• Manage lead and account routing rules, handoff SLAs, alerts, speed-to-lead, and route conversion monitoring.

• Conduct demand-generation experiments and maintain a prioritized backlog and results log.

• Develop campaigns, nurture tracks, and outbound sequences for enriched, scored segments.

• Direct lifecycle programs for onboarding, activation, feature adoption, cross-sell, expansion, renewal, and win-back.

• Create behavior-triggered journeys that integrate CRM email and telemetry-driven in-app guides.

• Collaborate with Product and Customer Growth teams to identify adoption gaps and cross-sell opportunities.

• Maintain definitions of funnel stages and conversion logic through closed-won, activation, and expansion phases.

• Generate dashboards and recurring funnel reports that cover pipeline, conversion, velocity, channel and campaign performance, and product adoption.

• Establish attribution and experiment measurement standards, making recommendations for future investments based on outcomes.

• Report to the VP of Revenue Operations and work collaboratively across Product, Sales, and Customer Growth.

⛳️ Requirements

• Minimum of 4 years in growth marketing, lifecycle marketing, marketing operations, revenue operations, GTM engineering, or a comparable B2B SaaS role.

• Practical experience in CRM management/ownership as an admin or power user, including properties, lifecycle stages, workflows, lists, scoring, and reporting.

• Proven experience collaborating with product leadership to establish positioning and value propositions while translating features into audience-specific messaging across campaigns, lifecycle programs, in-app experiences, and sales enablement.

• Background in developing data enrichment, lead scoring, and routing strategies, including AI or predictive scoring techniques.

• Demonstrated success in designing and executing demand-generation experiments with clear hypotheses, success metrics, and documented results.

• Experience in creating behavior-triggered lifecycle programs across email and in-app channels.

• Strong skills in funnel reporting and analytics, including defining stages and conversion metrics, creating dashboards, and utilizing spreadsheets or BI tools.

• Ability to produce clear and concise writing for lifecycle copy, experiment summaries, and leadership reports.

• Excellent project management and systems thinking skills, along with a commitment to documentation.

• A builder mentality with the capacity to navigate between strategic planning and hands-on execution.

• Familiarity with CACFP, childcare, child nutrition, education, government programs, or other regulated industries is preferred but not mandatory.

• Experience with vertical SaaS, multi-product portfolios, or marketing to SMB, enterprise, or public-sector clients is preferred.

• CRM certifications or practical experience with CRM AI and data enrichment features are preferred.

• Hands-on experience with in-app engagement or product adoption platforms is preferred.

• Familiarity with enrichment and GTM automation tools is preferred.

• Technical proficiency with SQL, APIs, webhooks, or basic JavaScript/Python scripting is preferred.

• Comfort in developing AI-powered workflows for research, enrichment, scoring, and content variation is preferred.

🏝️ Benefits

• Equal employment opportunities without discrimination based on race, creed, color, national origin, sex, age, disability, or marital status.