Senior Manager, Early Lifecycle and Conversion

FreshBooks; Kitchener; Remote; CAD 60,000 - 80,000; Full time

Job summary

A leading cloud-based accounting software company in Waterloo is seeking a Senior Manager (Early Lifecycle and Conversion) to optimize customer journeys and drive engagement strategies. This role involves crafting personalized customer experiences and collaborating with various teams to enhance product adoption. Ideal candidates will have significant experience in growth marketing and data-driven decision-making skills. Competitive benefits include comprehensive health plans and professional development opportunities.

Benefits

Comprehensive health and wellness benefits

Retirement savings or pension plan

Stock options for full-time employees

Generous time off

Parental leave and support

Qualifications

• 6+ years of experience in PLG, growth marketing, or a similar role within a B2B SaaS environment.
• Proven ability to define methods and solutions for marketing challenges.
• Expertise in developing and executing segmentation strategies.

Responsibilities

• Own development of Experience-Led-Growth strategies for customer engagement.
• Lead planning of integrated campaigns aligned with growth objectives.
• Implement feedback mechanisms and continuously improve user experiences.

Skills

Growth marketing

Data-driven decision making

Cross-functional collaboration

Customer journey optimization

Analytical skills

Tools

Salesforce Marketing Cloud

Pendo

Looker

FullStory

Job description

Overview

Senior Manager, Early Lifecycle and Conversion – FreshBooks

FreshBooks is seeking a highly driven Senior Manager (Early Lifecycle and Conversion) to lead the design and implementation of onboarding and activation strategies that accelerate conversion and increase product adoption and engagement. In this role, you will focus on optimizing the customer journey from the moment users sign up, ensuring they quickly experience the value of FreshBooks and are set up for continued success with the platform. This role collaborates cross-functionally with Product, Customer Experience, and Marketing teams to drive Experience-Led Growth, embedding a customer-first mindset across all touchpoints, from personalized communications to proactive problem-solving. Using data-driven insights, you will craft personalized experiences that meet the unique needs of customers across their early lifecycle. You will establish feedback loops at key stages of the customer journey and translate insights into continuous improvements to enhance the user experience. This role can be worked remotely from the listed location.

What You\'ll Do as a Senior Manager (Early Lifecycle and Conversion)

• Customer Journey Optimization: Own development and change management of an Experience-Led-Growth Go-To-Market motion, working closely with partners in Product, Marketing and Customer Experience.
• Strategy and execution of early lifecycle initiatives across the customer journey, from onboarding to early lifecycle product engagement, balancing business goals with customer needs.
• Design and implement onboarding strategies that accelerate time-to-value, boost product adoption, and increase long-term engagement.
• Use customer insights to deliver personalized experiences across onboarding communication, in-product messaging, and other digital channels.

Campaign Strategy and Planning

• Lead planning and execution of integrated campaigns, including Direct Buy offers and seasonal initiatives, developing a roadmap that aligns with revenue and growth objectives.

Feedback Loop Integration

• Implement feedback mechanisms throughout the customer journey and apply insights to continuously improve experiences.
• Promote a customer-first mindset across the organization, ensuring user experience is prioritized in all strategies.

Performance Measurement

• Define outcomes for Product-Led Growth (PLG) initiatives and regularly report on metrics such as Customer Lifetime Value (CLTV), Net Promoter Score (NPS), product engagement, conversion and onboarding engagement.

What You\'ll Bring to the Role

• 6+ years of experience in PLG, growth marketing, or a similar role within a B2B SaaS environment.
• Proven ability to independently define methods, ways of working, and solutions for complex marketing challenges with a data-informed approach.
• Proven track record in developing and executing segmentation strategies and managing marketing campaigns.
• Strong understanding of marketing attribution models and experience rethinking or implementing new frameworks.
• Expertise with CRM systems, marketing automation platforms, and data & analytics tools is considered an asset (Salesforce Marketing Cloud, Pendo, Looker, FullStory, etc.).
• Ability to work cross-functionally with teams such as Performance Marketing, Demand Generation, SEO, Data, and Revenue Operations, leading initiatives and influencing without direct authority.
• Excellent analytical, project management, and leadership skills.
• Proven ability to adapt and thrive in fast-paced, constantly evolving environments.

You\'ll Stand Out If You Bring Experience In

• Driving change and results in pursuing a Product Led Growth GTM strategy
• Scaling efficient growth in the financial services landscape

About FreshBooks

FreshBooks is a leading cloud-based SaaS accounting software platform built for small business owners and consistently ranks #1 as the easiest to use. FreshBooks helps customers get paid faster and spend less time on admin, enabling them to focus on growing their businesses.

We believe in human-centric connections that empower teams to do their best work. Headquartered in Toronto, Canada, our team operates in clusters across North America and Europe using remote, hybrid, and in-office setups, all based on what\’s best for the team and collaboration.

Perks & Benefits

We understand that you weigh many factors when deciding if FreshBooks is the right next step. Here are some offerings for FreshBookers to support growth :

• Comprehensive health and wellness benefits, retirement savings or pension plan, stock options for full-time employees, generous time off, parental leave and new parent support, annual healthy living credit, comprehensive medical and dental benefits, fertility and gender-affirming benefits (region dependent), and more.
• Peer Recognition Program, Employee Assistance Program, headset allowance, meaningful in-person gatherings, and other region-specific perks.
• Office environments in Toronto, Amsterdam, and San Luis Potosi, with home office credits if no local office access is available.
• Supportive peer group, mentors, and leaders, with programs to foster belonging and collective impact.
• Accelerated growth: comprehensive onboarding, career development through coaching, training, and on-the-job learning.

Even if your experience doesn\'t meet every bullet, we\'d love to learn more about you and why FreshBooks is the next step in your career.

FreshBooks is an equal-opportunity employer. We do not discriminate based on gender, religion, race, mental disability, sexual orientation, age, or any other status. All applicants are considered based on their qualifications and merits. We value diversity and inclusion as crucial to our success.

FreshBooks provides employment accommodation during the recruitment process. If you require any accommodation, please indicate this on your application and we will work with you to meet your accessibility needs. For questions or accessibility documents in a different format, contact us at 1-416-780-2700 or [e-mail].

Job Details

• Seniority level : Mid-Senior level
• Employment type : Full-time
• Job function : Other
• Industries : Software Development

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