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PLG Senior Product Marketing Manager

Findem is HR 2.0. We’re a fast-growth startup with an ambitious vision and the technology to back it up. Our People Intelligence platform uses AI and machine learning to provide critical solutions for talent acquisition and people analytics functions. With the deep insights that our platform provides, companies can build more engaged and diverse teams, and close their talent gaps faster. We have an amazing opportunity to establish ourselves as leaders in this space, and we need strong advocates to help us achieve that goal.


We’re on a high-growth trajectory and looking for a PLG Product Marketing Leader to own and drive our free-to-paid conversion strategy, in-product upgrade motions, and overall PLG growth engine. If you're passionate about product-led growth (PLG), love turning free users into paid champions, and have a mix of big company and startup experience, we’d love to talk!


As the PLG Product Marketing Leader, you will define and execute the strategy to drive in-product conversions, self-serve adoption, and expansion within our freemium and trial user base. You will work cross-functionally with product, sales, and growth teams to accelerate revenue growth, optimize onboarding and upgrade flows, and create compelling in-product experiences that increase engagement and monetization.


Responsibilities:
  • Own the free-to-paid conversion funnel – analyze user behaviors, segment audiences, and optimize messaging, pricing, and packaging to maximize upgrades.
  • Develop in-product marketing strategies – create and test experiments for upsell and expansion, including feature unlocks, personalized recommendations, and timely nudges.
  • Develop and execute product positioning and messaging that resonates with our target personas, with a focus on self-serve users and free-to-paid conversion
  • Align PLG with sales-led motions – partner with sales to define PQL (Product-Qualified Lead) criteria, nurture high-intent users, and enable sales to engage at the right moments.
  • Establish KPIs for product marketing initiatives within the PLG motion, and continuously measure and iterate for impact
  • Improve onboarding and activation – streamline user experiences to increase engagement, reduce friction, Improve retention rats and drive “aha” moments faster.
  • Leverage data to inform strategy – track key metrics (activation, conversion, expansion), run A/B tests, and continuously optimize based on results.
  • Build strategic partnerships – work with large enterprise partners and platforms to drive co-marketing opportunities and ecosystem adoption.
  • Influence pricing & packaging decisions – work closely with the executive team to refine our PLG monetization strategy.


Qualifications:
  • PLG-first mindset – deep understanding of product-led growth strategies and how to drive self-serve conversion.
  • Hybrid experience – experience working in both large-scale enterprises (B2B SaaS preferred) and high-growth startups.
  • Data-driven decision-maker – strong analytical skills, with the ability to run tests, analyze user behavior, and optimize funnels.
  • Customer-obsessed – ability to craft messaging and in-product experiences that resonate with different buyer personas.
  • Collaborative leader – proven ability to work cross-functionally across product, growth, sales, and customer success teams.
  • B2B SaaS and AI/HR Tech experience is a plus but not required.


Why Join Findem
  • Be a key driver of growth in a fast-scaling company at the forefront of AI-powered hiring.
  • Work with a collaborative and passionate team that values innovation and impact.
  • Own and shape a critical function with high visibility and leadership support.
  • Competitive compensation, equity, and benefits package.


$125,000 - $180,000 a year
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CEO of Findem
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Hariharan Kolam
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Average salary estimate

$152500 / YEARLY (est.)
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$125000K
$180000K

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What You Should Know About PLG Senior Product Marketing Manager, Findem

Findem is revolutionizing the hiring landscape, and we're on the lookout for a dynamic PLG Senior Product Marketing Manager to join our fast-growing startup! If you have a knack for turning free users into loyal customers and possess a strong understanding of product-led growth, this is your chance to shine! In this role, you'll have the exciting responsibility of crafting and executing strategies that drive free-to-paid conversions, enhance user onboarding, and create engaging in-product experiences. Collaborating with our talented product, sales, and growth teams, you'll analyze user behaviors and optimize messaging and pricing to unlock our potential. We're passionate about building diverse teams and helping companies close talent gaps faster through our innovative People Intelligence platform powered by AI and machine learning. Here, every day will bring new challenges and opportunities for you to influence product positioning and drive the overall growth of our freemium and trial user base. Not only will you help shape the future of hiring technology, but you'll also get to work with an incredible team dedicated to making a meaningful impact in the industry. Ready to be part of something big? Join us at Findem and help us lead the charge in creating more engaged and diverse teams worldwide.

Frequently Asked Questions (FAQs) for PLG Senior Product Marketing Manager Role at Findem
What are the main responsibilities of a PLG Senior Product Marketing Manager at Findem?

The PLG Senior Product Marketing Manager at Findem is responsible for owning the free-to-paid conversion funnel, developing in-product marketing strategies, and enhancing user onboarding experiences. This role requires you to analyze user behaviors, segment audiences, and optimize messaging, pricing, and packaging. You'll also need to align product-led growth initiatives with sales efforts and continuously measure key performance indicators to drive growth and engagement.

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What qualifications are required for the PLG Senior Product Marketing Manager position at Findem?

To be successful as a PLG Senior Product Marketing Manager at Findem, you should possess a PLG-first mindset with strong analytical skills. You should have hybrid experience from both large-scale enterprises and high-growth startups, particularly in the B2B SaaS sector. Customer obsession, collaboration across departments, and a background in AI or HR Tech, while not mandatory, will give you an edge in this dynamic role.

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How does the PLG strategy impact Findem’s growth trajectory?

The PLG strategy is instrumental in driving Findem’s growth trajectory by focusing on self-serve conversions and enhancing user engagement. Implementing effective in-product experiences, optimizing onboarding, and creating compelling messaging for our target personas all contribute to quicker sales cycles and higher customer retention rates. This approach allows us to leverage our innovative technology efficiently and foster a loyal user base.

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What makes working at Findem rewarding for a PLG Senior Product Marketing Manager?

Working at Findem as a PLG Senior Product Marketing Manager is rewarding because you’ll play a key role in shaping a critical function of our business. You'll collaborate with a passionate and innovative team, have high visibility within the organization, and a chance to drive significant impact on the company’s growth and success within the AI-powered hiring space.

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What are the compensation and benefits for a PLG Senior Product Marketing Manager at Findem?

Findem offers competitive compensation for the PLG Senior Product Marketing Manager position, with salaries ranging from $125,000 to $180,000 a year. In addition to competitive pay, you'll benefit from an equity package and a comprehensive benefits package that supports your health, well-being, and financial goals.

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Common Interview Questions for PLG Senior Product Marketing Manager
What strategies would you implement to drive free-to-paid conversions?

To drive free-to-paid conversions, I would analyze user behavior data to identify trends and preferences. Employing segmentation strategies allows for tailored messaging and targeted campaigns. Experimenting with upsell features and timely in-product nudges can prompt users towards upgrading, while A/B testing various pricing options will help identify what resonates best with the audience.

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Can you discuss an experience where you influenced product positioning effectively?

Influencing product positioning requires a thorough understanding of the target market and customer needs. In my past role, I was involved in a project where I gathered customer feedback and worked closely with the product team to refine our messaging. This collaborative approach led to improved positioning that resonated well with our target personas and ultimately drove engagement and sales.

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How do you measure the success of PLG initiatives?

Measuring the success of product-led growth initiatives involves analyzing key metrics like activation rates, conversion rates, and user retention. Establishing clear KPIs at the outset allows for ongoing tracking and optimization. I also believe in regular A/B testing to validate assumptions and adjust strategies based on user feedback and data insights.

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What role does customer feedback play in your marketing strategies?

Customer feedback is critical in shaping marketing strategies, particularly in a PLG context. It provides insights into user pain points and preferences, guiding product enhancements and marketing messaging. Incorporating feedback ensures that the product aligns with user expectations, fostering loyalty and encouraging upgrades.

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How would you improve onboarding processes to reduce churn?

Improving onboarding processes involves crafting user experiences that are intuitive and provide quick wins. I focus on minimizing friction points and delivering timely guidance through in-product messages or tutorials. Gathering user feedback during onboarding can reveal bottlenecks, allowing for continuous refinement to enhance user satisfaction and reduce churn.

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What techniques do you use for A/B testing in marketing campaigns?

For A/B testing, I utilize a structured approach by defining clear hypotheses and selecting a single variable to test. I then segment the user base to ensure accurate results and analyze key metrics post-campaign to determine the winner. This iterative process fosters ongoing optimization in our marketing efforts, enabling data-driven decisions.

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How do you align PLG efforts with sales initiatives?

Aligning PLG efforts with sales initiatives involves defining clear Product-Qualified Lead (PQL) criteria and establishing communication channels between the marketing and sales teams. Regular meetings to discuss insights and updates on user behaviors can enhance collaboration and ensure that sales engages with high-intent users at optimal times.

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What methods do you use to create engaging in-product experiences?

Creating engaging in-product experiences involves understanding the user journey and identifying key moments to deliver valuable interactions. I leverage data to personalize messages, introduce relevant features, and use timely prompts that encourage user exploration. Regular user testing helps refine these experiences for maximum impact.

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Describe a time you successfully launched a product marketing campaign.

In a previous role, I successfully launched a product marketing campaign for a new feature by conducting thorough market research to identify user needs. I collaborated with the product and design teams to craft compelling messaging, and executed an integrated campaign across multiple channels. The campaign exceeded our engagement targets and significantly boosted adoption rates.

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How do you stay current with trends in product-led growth and marketing?

Staying informed about trends in product-led growth and marketing requires continuous learning. I regularly attend webinars, participate in industry groups, and follow thought leaders on social media. I also engage with relevant blogs and research reports to keep abreast of innovative strategies and best practices that can be applied to our initiatives.

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Full-time, remote
DATE POSTED
March 16, 2025

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