Manager, Product Lifecycle Marketing

Waveapps; Toronto; On-site; CAD 120,000 - 170,000; Full time

Job summary

Wave is hiring a Manager, Product Marketing to lead and scale the PMM function in a product-led, SaaS environment. You will manage a team of PMMs, own go-to-market execution across Wave’s product portfolio, and drive adoption, conversion, and revenue growth through strategic messaging and enablement.

You will establish best practices, partner with Product and Growth, and ensure PMM activities are tightly integrated across customer journeys.

Qualifications

• 7–10+ years of product marketing experience in SaaS.
• Experience operating in a product-led SaaS model.
• Proven ability to coach, scale, and inspire a PMM team.
• Strong cross-functional influence without formal authority.

Responsibilities

• Lead and develop a PMM team across Wave's product lines (Accounting, Invoicing, Payments, Payroll).
• Own GTM strategy for major launches and feature releases.
• Align launch plans with adoption and revenue goals with Product & Growth.
• Define success metrics and drive continuous improvement in PMM initiatives.

Skills

Leadership

Cross-functional collaboration

Go-to-market strategy

Product marketing

Mentoring

Job description

At Wave, we help small businesses to thrive so the heart of our communities beats stronger. We work in an environment buzzing with creative energy and inspiration. No matter where you are or how you get the job done, you have what you need to be successful and connected. The mark of true success at Wave is the ability to be bold, learn quickly and share your knowledge generously.

The Manager, Product Marketing is a player–coach role responsible for leading, developing, and scaling the Product Marketing function at Wave. You will manage a team of Product Marketing Managers while owning strategic go-to-market execution across Wave’s product portfolio. This role ensures product marketing operates as a true growth engine. You’ll own the “why” and “what” behind Wave’s products—ensuring clear positioning, differentiated messaging, and strong go-to-market execution that drives adoption, conversion, and expansion in a PLG model.

This is not your traditional Product Marketing role. Wave is a sales‑free organization and operates in a product‑led environment, so experience working in a PLG motion will be critical to success in this role.

Product-Led Growth Enablement

• Deliver PLG motion campaigns focused on customer value, free-to-paid conversion, usage-based expansion, and monetization levers.
• Champion experimentation and learning across GTM and customer journeys.
• Define activation and adoption milestones in partnership with Product and Data.
• Partner with Product and Growth teams to ensure PMM insights are fully activated across journeys.

Product Marketing Leadership & Team Management

• Manage, mentor, and develop a team of Product Marketing Managers across Wave’s product lines (Accounting, Invoicing, Payments, Payroll).
• Set strategy, priorities, and operating rhythms for the product marketing team.
• Establish best practices, frameworks, and standards for positioning, messaging, and GTM excellence.
• Act as a senior point of escalation for PMM initiatives.
• Define success metrics for product marketing initiatives and drive continuous improvement.

Portfolio & Go-to-Market Ownership

• Own GTM strategy across major product launches, feature releases, and enhancements.
• Partner with Product and Growth leadership to align launch plans with adoption and revenue goals.
• Ensure launches/enhancements are supported across lifecycle, product education, enablement, and marketing channels.
• Cross-Functional Influence & EnablementServe as the primary Product Marketing partner to Product, Growth, and Customer Experience.
• Ensure internal teams are equipped with clear messaging, narratives, and enablement resources.
• Have 7–10+ years of product marketing experience in SaaS, with experience managing other PMMs.
• Have operated in a product-led SaaS model and understand adoption-driven and lifecycle growth.
• Are an effective people leader who can coach, scale, and inspire a team.
• Are highly cross-functional and comfortable influencing without authority.
• Expert at connecting positioning and GTM strategy directly to product usage, growth, and revenue outcomes.
• Have empathy for small business owners and a strong customer-first mindset.

At Wave, we value diversity of perspective. Your unique experience enriches our organization. We welcome applicants from all backgrounds. Let’s talk about how you can thrive here!

Wave is committed to providing an inclusive and accessible candidate experience. If you require accommodations during the recruitment process, please let us know by emailing [e-mail]. We will work with you to meet your needs.

We use Google Gemini, a secure AI assistant, during interviews for note-taking purposes only. Notes are kept confidential and are not shared outside the hiring process. This allows our interviewers to stay fully focused on you during the conversation.

This advertised posting is a current vacancy.