Senior Manager, Product Lifecycle Marketing

Wave; Toronto; Hybrid; CAD 140,000 - 150,000; Full time

Benefits offered by this job

Bonus Structure

Employer-paid Benefits Plan

Health & Wellness Flex Account

Wellness Days

Holiday Shutdown

Wave Days (extra vacation days in the夏

Job summary

Wave is seeking a Manager of Product Marketing to lead and scale the PMM function in a product-led environment. You will manage PMMs across Wave’s portfolio, owning GTM execution and ensuring cohesive messaging, activation, and revenue impact.

In this role you will define strategy, set priorities, and drive best practices for positioning, messaging, and cross-functional enablement, partnering with Product and Growth to align launches with adoption and revenue goals.

Qualifications

• 7–10+ years of product marketing experience in SaaS.
• Experience managing other PMMs.
• Experience operating in a product-led SaaS model and lifecycle growth.

Responsibilities

• Lead PLG campaigns focused on customer value, free-to-paid conversion, usage-based expansion, and monetization levers.
• Manage, mentor, and develop a team of Product Marketing Managers across Wave’s product lines (Accounting, Invoicing, Payments, Payroll).
• Own GTM strategy across major product launches, feature releases, and enhancements.

Skills

PMM leadership

Go-to-Market

Product Marketing

Cross-functional

PLG

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.

Here’s how you’ll make an impact:

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.

You’ll thrive here if you have:

• 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.

$140,000 - $150,000 a year

Final compensation is determined based on experience, expertise, and role alignment. Most candidates are hired within the middle of the range, with the upper end reserved for those bringing exceptional depth, impact, and immediate autonomy.

We also offer:

• Bonus Structure
• Employer‑paid Benefits Plan
• Health & Wellness Flex Account
• Wellness Days
• Holiday Shutdown
• Wave Days (extra vacation days in the summer)

Visit our site to find out more about life at Wave!

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.