Senior Manager, Product-Led Growth

ApprovalMax

8h•Remote

About The Position

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 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-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.

Requirements

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 Haves

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

Responsibilities

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
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
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
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
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
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