Senior Product Manager Growth Hybrid

## About the Role We're looking for a Senior Product Manager, Growth, to own and scale our customers' first 30 days with Homebase. You'll drive the strategy, vision, and execution of onboarding and activation experiences that accelerate time-to-value, maximize engagement, and unlock long-term revenue impact. This is an AI-first, data-rich role: you'll be expected to ship AI features and prove they actually work through rigorous evaluation, not just intuition. This is a high-visibility, high-impact role, designed for a product leader who can balance strategy, execution, and cross-functional influence. ## Responsibilities These are the key ways you'll contribute and create impact in this role: - Own the end-to-end first 30-day customer experience — defining the product strategy, vision, and roadmap to accelerate onboarding, activation, and early engagement for both business owners and their employees - Drive signup-to-activation conversion, reducing drop-off across the free trial funnel (pre-trial, freemium, and paid conversion stages) - Design and optimize self-serve onboarding flows, in-product guidance, progress checklists, interactive product tours, and contextual tooltips that drive users to their "aha moment" faster - Own and improve key growth metrics, including activation rate, trial-to-paid conversion rate, time-to-value, and customer acquisition cost (CAC) - Run a high-velocity experimentation program — design A/B tests, analyze results, and iterate rapidly on onboarding and activation hypotheses using behavioral analytics tools (Amplitude, Statsig, etc.) - Define and execute an AI-first product strategy for onboarding - Partner cross-functionally with Engineering, Design, Marketing, Sales, and GTM leadership to align PLG initiatives with go-to-market motions and new customer revenue goals - Collaborate with Marketing and GTM on lifecycle messaging and in-product nudges that re-engage users who have gone dark during their trial period - Bring a strong point of view on freemium model optimization — understanding how to move users from free to paid through product experience, not just sales or marketing ## Requirements These are the experiences and strengths that will set you up for success in this role: - 8+ years of product management experience, with at least 3 years in a dedicated PLG, growth, onboarding, or activation role at a B2B SaaS company - Proven ownership of the full PLG funnel — signup, onboarding, activation, free trial conversion — with quantifiable results (e.g., "improved signup-to-activation rate by X%") - Deep familiarity with PLG mechanics: freemium models, self-serve funnels, trial experiences, and in-app upgrade flows - Hands-on experience with behavioral analytics tools such as Amplitude, Mixpanel, or similar; comfortable building and interpreting funnel reports, activation cohorts, and retention curves without needing a data analyst to do it for you - Demonstrated experimentation chops — has designed and shipped A/B tests, understands statistical significance, and can articulate what they learned and changed as a result - You've built or shipped AI-powered product features and understand how to evaluate AI outputs. - Strong stakeholder management and cross-functional influence — has worked directly with Engineers and Designers as primary stakeholders (not marketing or ad teams) and can align executives around a growth vision without direct authority - Data-driven decision maker — lives in the metrics, can tell the story of a funnel from top to bottom, and knows when to trust data vs. qualitative signal ## The Homie Way These principles guide everything we do—from how we work and make decisions to how we show up for each other. - 💡 Be Customer Obsessed – Solve problems with empathy and creativity. - ⚡ Move Fast, Learn Fast – Experiment, take action, and grow every day. - 🎯 Own Your Impact – Think big, focus on what matters, and make decisions you stand behind. - 🏆 Master Your Craft – Excellence fuels impact—show up, step up, and make your mark. - 🏅 Win Together – Put goals over roles, lead with trust, and connect to our mission and each other. ## What We Offer - 💰 Ownership & Savings: Stock options + TFSA/RRSP with 4% company match - 🏥 Health & Wellness: Comprehensive medical, dental, and vision for you and your dependents - ⏰ Time Flexibility: Flex time off + company holidays + designated focus periods - 🤖 AI access, for real: We invest in builders and believe that curiosity shouldn't have a paywall. That means you'll have access to paid AI tools with minimal restrictions, so you can build, experiment, and level up your craft. - 👶 Family Support: Maternity/Parental Leave EI top-up support offered (after 6 months of service) - 🌟 Work Your Way: Work From Anywhere Month + meeting-free weeks yearly - 🛡️ Protection Plans: Life insurance + short/long-term disability coverage - 🍽️ Workspace Perks: Meals provided, team offsites, and Customer Days - 💼 Our Hybrid Rhythm: We believe collaboration drives impact. That's why Tuesday and Wednesday are our required in-office days—a time to move faster as a team, build deeper connections, make better decisions, and build together. ## What to Expect During the Interview Process - Meet the Talent Acquisition team, Rachel U. - Meet the Hiring Manager, Adi C. - Participate in a Talent Showcase - Meet Cross-functional Partners - Background Check + Offer Stage - Welcome to the team, Homie 🎉 ## About the Company At Homebase, you'll join a team that's bold, fast-moving, and obsessed with helping small businesses thrive. We build with empathy, act with urgency, and take big swings that drive real-world impact. Here, every Homie shows up to raise the bar, support one another, and celebrate wins as a team. We're not just building an app—we're building unstoppable teams. So what do you say, are you in? 💜 Belonging at Homebase - We're committed to fostering a welcoming space where every Homie can be their full self. Experience comes in many forms—so if you're excited about this role