Senior Growth Product Manager (Hybrid)

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

Hi, Future Homie!

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?

Your Impact Starts Here

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.

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

The Foundation for Success -

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

• 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.

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, even if you don’t meet 100% of the qualifications, we encourage you to apply!

Hey, We’re Homebase

Homebase is the everything app for hourly teams—built to simplify the day-to-day and superpower local businesses. With tools for scheduling, time clocks, payroll, communication, HR, and more, we help teams stay connected and in control. Today, over 150,000 small (but mighty) businesses rely on us to make work radically easier. Together, we’ve tracked over a billion hours for 2M+ workers—and we’re just getting started.

At Homebase, we celebrate diversity and are proud to be an equal opportunity employer. We welcome all candidates and do not discriminate based on any legally protected status. If you need accommodations during the hiring process, please let us know—we’re committed to ensuring fair and equitable access for all.