About ApprovalMax
ApprovalMax is a fast-growing B2B SaaS company that helps businesses automate their approval workflows and financial controls. With a global team of over 100 people spanning the UK, Europe, North America, Australia, and South Africa, we build software that matters and we're scaling quickly.
The Role
We’re hiring a Growth Product Manager to own the in-product activation experience at ApprovalMax, diagnosing where users drop off, running experiments to fix it, and building the instrumentation to prove what works.
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 targets smaller accounts where the product experience drives acquisition and conversion, and it complements our sales-led motion.
This is a senior, hands-on operator role. You will be defining activation metrics, pulling event-level data from Amplitude, designing A/B experiments, and shipping weekly iterations. You will use in-app messaging and behavioural campaigns as tools in service of product-led conversion, not as the primary job. You must be comfortable owning a conversion rate metric end-to-end: instrumentation, diagnosis, experimentation, and proof.
The Core Metric You'll Own
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.
You will own the FT → LT conversion rate as your primary metric. Everything else flows from that.
What You’ll Do
Own Activation, In-Product
Instrument and maintain the activation funnel: define the events, work with engineers to log them, and build your own analysis on top
Diagnose where users drop off between registration and connecting their accounting system
Run continuous improvements, adjustments or A/B experiments on the onboarding flow, hypothesis-driven, measured, iterated weekly, not monthly, aware we have less than 100 FTs a week
Test trust signals, UI changes, and in-product messaging to reduce friction at the activation step
Investigate low-converting segments with Digital Marketing, understand traffic quality, not just volume
Deploy Refiner surveys at key funnel moments to surface intent and friction directly from users
Scale In-Product Onboarding
Own and expand Navattic interactive product tours, increasing distribution across the website and marketing campaigns
Extend tours beyond pre-signup into in-product onboarding for new and existing features
Use Behavioural Messaging as a Product Tool
Design and deploy Intercom campaigns for users stuck at activation, approaching trial expiry, or who activated but haven’t converted, triggered by product behaviour, not by schedule
Build and iterate the post-signup email sequence based on activation funnel data
Measurement and Instrumentation
Partner with Digital Marketing to complete attribution setup, every trial user tracked by source
Define and track incremental PLG uplift: additional paid accounts beyond the organic baseline
Coach 2–3 Product Managers in using Amplitude for their own product areas
Drive Cross-Functional Rhythm
Establish a regular sync with Product Marketing and Digital Marketing from day one, shared hypotheses, shared data, shared priorities
Feed product insights back to Product Managers: activation patterns, churn signals, expansion triggers
Use AI to Move Faster
Use AI tools to accelerate experiment design, analysis, and content creation
Produce design mockups and onboarding experiment prototypes without waiting for a designer
Stay current with new tools that increase PLG velocity
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 standards
Website design and SEO, Digital Marketing owns traffic acquisition. You collaborate on conversion optimisation
Core product development, you influence the roadmap with activation data; Product Managers own their domains
Must-Have's
You have personally owned an in-product activation rate in B2B SaaS and moved it materially. Not ‘contributed to’, owned the metric. Activation ownership
You have defined events, worked with engineers to log them, and built analysis on the resulting data. You understand what’s missing from an event stream and how to fix it. Funnel instrumentation
Comfortable in Amplitude, Mixpanel, or equivalent at the event level, cohorts, funnels, retention, segmentation. Can write basic SQL or knows when to ask for help and what to ask for. Data fluency at the event level
Experiment velocity. Hypothesis-driven, with clear success metrics defined before the experiment runs. Suitable for low volume B2B Free Trial funnels.
Worked across Marketing, Product, and Engineering without positional authority to get instrumentation built, experiments shipped, and insights acted on. Cross-functional influence
You will hire and manage a PLG Lead. This is a people manager role. People management
You actively use AI tools to increase your own speed and output, not as a novelty, as a standard part of your workflow. AI-fluent.
Credible and concise when presenting data-driven narratives to senior leadership. Strong communicator
Nice-to-Have
Experience with products requiring users to connect an external system before activation, you understand the specific trust and friction dynamics this creates Integration-gated SaaS
Behavioural campaigns triggered by product events, not broadcast messaging Intercom depth
Understanding of the bookkeeper/accountant buyer persona Accounting or fintech SaaS
Can produce low-fidelity wireframes or Figma mockups to unblock experiments Design capability
What Success Looks Like
Within 12 months:
FT→LT conversion rate measurably improved, with clear data showing which experiments drove it
PLG incremental uplift demonstrably covering the team’s cost
Intercom campaigns driving measurable retention improvement
Experiments running continuously; AI embedded across the PLG workflow as standard practice
This Role Is Not For You If
Your mental model of conversion is primarily about messaging and campaigns rather than in-product behaviour and friction
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 a conversion metric and being held accountable for it
Compensation & Benefits
Growing international business with 20,000+ subscribers
Annual performance-based compensation reviews
26 days of paid time off
1 additional day off for your birthday
Remote office assistance
Service-years recognition financial reward
Regular performance-based compensation reviews
