Self-Serve Growth Messaging Lead

AI Startups UK; Greater London; Hybrid; GBP 65,000 - 90,000; Full time

Job summary

Lovable is seeking a seasoned Product Marketing professional to own the messaging and positioning for our self-serve journey from signup to activation and expansion.

You will partner with the Growth PM and Lifecycle teams to translate roadmaps into on-brand messaging, develop content for emails, in-app prompts, and push notifications, and create a reusable messaging toolkit for multiple teams across the lifecycle.

Qualifications

• 6+ years of product marketing, lifecycle marketing, or content roles.
• Direct experience writing messaging for PLG or self-serve journeys from signup to paid to expansion.
• Track record of customer-facing content and measurable outcomes.
• Experience partnering with product, growth, or lifecycle teams without owning roadmaps.
• Familiarity with growth metrics and experimentation language.

Responsibilities

• Own messaging and positioning strategy for the self serve journey, from signup through activation and expansion.
• Partner with the Growth PM to translate their roadmap and experimentation priorities into strong, on-brand messaging, bringing your own point of view on framing and positioning.
• Work hand in hand with the Lifecycle team on new content and messaging for email, in-app surfaces, and push notifications, ensuring everything reflects our positioning and voice.
• Develop clear point of view documents and messaging guidance for different self serve segments (solo founders, indie hackers, small teams).
• Write and refine copy for high leverage touchpoints: onboarding flows, activation nudges, upgrade prompts, and in-app messaging.
• Review and sharpen messaging coming out of experiments and campaigns, helping the team understand not just whether something worked, but why.
• Build a shared messaging toolkit (voice, tone, positioning by segment, proof points) that Lifecycle and Growth can both draw from.
• Represent the messaging and positioning perspective in growth planning, as a thought partner to the Growth PM.

Skills

Product marketing

Lifecycle marketing

Content writing

Messaging & positioning

PLG / self-serve

Cross-functional collaboration

Data-driven

Growth mindset

Tools

Braze

Iterable

Customer.io

Job description

Lovable is seeking a seasoned Product Marketing professional to own the messaging and positioning for our self-serve journey from signup to activation and expansion.

You will partner with the Growth PM and Lifecycle teams to translate roadmaps into on-brand messaging, develop content for emails, in-app prompts, and push notifications, and create a reusable messaging toolkit for multiple teams across the lifecycle.