Senior Manager, Product-Led Growth in London

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.