Senior Manager, Product-Led Growth

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

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