Sr. Manager, Product-Led Growth

BetterWorks Systems, Inc.•Menlo Park, CA

About The Position

Rypple is an AI-native platform built for the 200 million managers who have never had access to real coaching or structured leadership support. We deliver personalized, on-demand AI coaching that meets managers in the flow of work, helping them prepare for 1:1s, navigate difficult conversations, give better feedback, and lead with greater confidence. Recognized as a Top AI-Powered Manager Enablement Platform and recently acquired by Betterworks, Rypple is entering its next phase of growth with serious momentum. Rypple (by Betterworks) is looking for a Sr. Manager, Product-Led Growth to own the full demand to advocacy flywheel from first impression to loyal, referring user. This is a high-impact PLG role that sits at the intersection of marketing and product, and is designed for someone who thinks in systems, moves fast, and gets genuinely excited about figuring out how growth actually happens. You'll be responsible for driving user demand, sign-ups, product activation, adoption, and retention, and for designing and iterating on the referral and viral growth loop that turns every happy manager into a source of new users. This isn't a role for someone who wants to run campaigns in isolation. You'll work closely with Product to ensure the in-app experience supports growth outcomes, and you'll use data relentlessly to understand what's working and what isn't.

Requirements

Hands-on experience with product-led growth programs, owning not just demand creation but also product onboarding, adoption, and retention.
5–7 years in growth, product marketing, or demand generation roles in product-led SaaS companies.
Demonstrated experience owning a full funnel; not just one part of it.
Comfort working in early-stage or scaling environments where there’s no playbook (yet) and you’ll have to build the plane while flying it.
Strong analytical instincts; you're comfortable with data and can build your own analysis.
Product intuition; you think about user behavior, not just campaign metrics, and can collaborate meaningfully with a product team.
Excellent written communication; you can write copy that converts and briefs that inspire.
Systems thinker who can see how acquisition, activation, and retention connect into a cohesive growth engine.
Bias toward action with disciplined follow-through; you run experiments quickly but learn from them carefully.

Nice To Haves

Experience in HR tech, people management tools, or the L&D/coaching space.
Experience building or scaling a referral program from scratch.
Background that spans both marketing and product roles.

Responsibilities

Develop and execute a multi-channel demand generation strategy targeting managers and anyone who leads a team across content, paid, partnerships, and community.
Build and manage top-of-funnel pipelines through organic and LLM search, social, email, and other channels relevant to the leadership development and manager enablement space.
Craft messaging and positioning that resonates with the core Rypple audience: managers who are under-supported, time-poor, and hungry for practical guidance.
Run experiments across channels, rapidly testing and iterating on what converts.
Own the conversion funnel from landing page through first meaningful product moment ensuring the path to value is short, clear, and compelling.
Partner with product to design and optimize the onboarding experience, reducing time-to-value and increasing activation rates.
Identify and remove friction points in the signup and early-use journey through analysis, user research, and A/B testing.
Define and track activation milestones that correlate with long-term retention.
Develop lifecycle marketing programs (email, in-app, push) that keep users engaged and progressing in their leadership development.
Work with Product to surface moments of value that reinforce habit formation and deepen user investment in the platform.
Monitor retention cohorts and churn signals, building interventions that address disengagement early.
Contribute to the development of features and nudges that drive weekly active usage.
Design, build, and optimize Rypple's referral growth loop, identifying the natural moments where managers want to share, and making it frictionless to do so.
Explore and test network-effect-based growth models specific to the management and team context (e.g., team invites, shared coaching moments, manager-to-manager recommendations).
Build referral mechanics that align incentives authentically with how managers talk about tools they trust.
Instrument and measure viral coefficient, referral conversion, and downstream retention of referred users.
Own the growth metrics dashboard: CAC, activation rate, DAU/MAU, NPS, referral rate, retention curves, and LTV.
Build a culture of experimentation with proper hypothesis framing, test design, and result analysis.
Report growth performance to leadership with a clear narrative on what's driving results and what's next.
All employees share the responsibility of being aware of information security risks and adhering to information security policies and procedures.
All employees are required to participate in information security awareness and training programs.
All employees are responsible for handling data in accordance with data classification and handling guidelines. Employees should be aware of the sensitivity of the data they interact with and follow appropriate security measures.
All employees have a responsibility for reporting information security incidents in accordance with information security policies and procedures.