Growth PM: Onboarding & Activation, AI-First

Homebase; Toronto; Hybrid; CAD 120,000 - 180,000; Full time

Benefits offered by this job

Stock options + TFSA/RRSP 4% match

Health, dental, vision insurance for你家

Flexible time off and holidays

Paid AI tools access

Maternity/Parental EI top-up

Work From Anywhere Month

Life and disability insurance

Meals, team offsites

Job summary

Homebase seeks a Senior Product Manager, Growth to own and scale the onboarding experience for customers. You will lead strategy, vision, and execution for onboarding/activation, driving faster time-to-value and higher engagement in a data-rich, AI-first context.

You will partner with Engineering, Design, Marketing, Sales, and GTM leaders to align PLG initiatives with revenue goals, optimize freemium strategies, and reduce churn while boosting trial-to-paid conversion.

Qualifications

• 8+ years of product management experience in a B2B SaaS environment.
• 3+ years in dedicated PLG, growth, onboarding, or activation roles.
• Ownership of full PLG funnel: signup, onboarding, activation, free trial conversion.
• Familiar with freemium models, self-serve funnels, trial experiences, and in-app upgrade flows.
• Hands-on with behavioral analytics tools like Amplitude or Mixpanel; able to build funnel reports and cohorts.
• Experimentation chops: design and ship A/B tests with statistical significance.
• Strong stakeholder management and cross-functional influence with engineers and designers.

Responsibilities

• Own the end-to-end onboarding/activation experience to accelerate time-to-value.
• Drive signup-to-activation conversion and optimize the trial funnel.
• Design and optimize self-serve onboarding flows and in-product guidance.
• Track and improve key growth metrics (activation, conversion, CAC).
• Lead fast, data-informed experimentation using A/B testing and analytics tools.
• Define and execute an AI-first onboarding strategy.
• Collaborate with Engineering, Design, Marketing, Sales, and GTM to align growth goals.
• Work with Marketing on lifecycle messaging and in-product nudges to re-engage trial users.

Skills

Product management

PLG / growth

A/B testing

Behavioral analytics

Cross-functional collaboration

Engineering/Design collaboration

Tools

Amplitude

Mixpanel

Job description

Homebase seeks a Senior Product Manager, Growth to own and scale the onboarding experience for customers. You will lead strategy, vision, and execution for onboarding/activation, driving faster time-to-value and higher engagement in a data-rich, AI-first context.

You will partner with Engineering, Design, Marketing, Sales, and GTM leaders to align PLG initiatives with revenue goals, optimize freemium strategies, and reduce churn while boosting trial-to-paid conversion.