PLG Senior Product Marketing Manager

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.