Product Marketing Manager, PLG

Canals; United States; Remote; USD 100,000 - 150,000; Full time

Job summary

Canals, a remote-first software company serving wholesale distributors, seeks a product marketer to lead PLG growth for contractors. You’ll design onboarding flows, activation moments, and self-serve experiences to convert contractor users into engaged customers.

You’ll partner with Sales, Customer Success, and Product, run experiments to improve conversion, craft contractor messaging, and equip GTM teams with collateral.

Qualifications

• 3-5 years experience in product marketing.
• Hands-on PLG or in-product growth experience designing onboarding and activation.
• Strong data fluency; you pull numbers and run experiments.
• Excellent written and verbal communication skills.
• Cross-functional collaborator who can speak Product, Sales, CS, and Engineering.
• Self-motivated and proactive—able to manage multiple projects without hand-holding.
• Background in construction, trades, or distribution is a plus.
• Startup or fast-paced environment experience is a plus.

Responsibilities

• Design onboarding flows and self-serve activation experiences for our contractor audience.
• Develop in-product messaging, nudges, and prompts that move contractors from first touch to activated user.
• Instrument the contractor funnel and run experiments to improve conversion and retention.
• Partner with Product and Engineering to bring in-product growth moments to life.
• Develop messaging and positioning for contractor-facing products and features based on research.
• Train go-to-market teams on contractor products and features.
• Develop marketing materials, e.g., one pagers, website pages.
• Capture and organize competitive intelligence to support Sales and Marketing.
• Track and measure adoption and effectiveness.
• Influence the product roadmap based on contractor feedback.

Skills

Product marketing

PLG growth

Data-driven

Communication

Cross-functional collaboration

Proactive

Project management

Job description

About Canals

Canals builds software for wholesale distributors, helping them operate more efficiently through automation and AI.

Our customers are the companies responsible for moving the materials that power the real economy; electrical supplies, plumbing products, roofing materials, HVAC equipment, and more. Every day, thousands of people rely on Canals to help process orders, manage purchasing, handle accounts payable, and streamline critical business workflows.

We're a profitable, rapidly growing company with a team of roughly 100 people distributed across North and South America. We care deeply about building great products, hiring exceptional people, and creating an environment where talented individuals can do the best work of their careers.

The Opportunity

You'll own product-led growth for our contractor audience at Canals, playing a key role in how we expand to this new and growing customer segment.

In this role, you'll focus on the in-product experience - designing the onboarding flows, activation moments, and self-serve experiences that turn contractor users into engaged, retained customers. You'll work closely with stakeholders across the company in Sales, Customer Success, and Product, to drive contractor adoption and growth.

What You'll Do

• Design and optimize in-product onboarding flows and self-serve activation experiences for our contractor audience
• Develop the in-product messaging, nudges, and prompts that move contractors from first touch to activated user
• Instrument the contractor funnel and run experiments to improve conversion and retention
• Partner with Product and Engineering to bring in-product growth moments to life
• Develop messaging and positioning for contractor-facing products and features based on primary and secondary research
• Train and enable go-to-market teams on contractor products and features
• Develop supporting marketing materials, e.g., one pagers, website pages
• Capture and organize competitive intelligence to support Sales and Marketing
• Track and measure adoption and effectiveness
• Influence the product roadmap based on contractor market feedback

What We're Looking For

• 3-5 years experience in product marketing
• Hands-on experience with PLG or in-product growth - you’ve designed onboarding flows and activation experiences, not just observed them
• Strong data fluency, you pull your own numbers, run experiments, and know what to do with what you find
• Excellent written and verbal communication skills
• Strong cross-functional collaborator who works well with and can "speak the language" of Product, Sales, Customer Success, and Engineering
• Self-motivated and proactive - someone who gets things done without hand-holding
• Comfortable juggling multiple projects and shifting timelines
• Background in construction, trades, or distribution is a plus but not required
• Experience in a startup or fast-paced environment is a plus but not required

Why Join Canals

We're building software that solves real problems for an industry that keeps the world running. Our customers rely on our platform every day to operate their businesses.

We've found strong product-market fit and continue to grow quickly, creating opportunities for people who want to have a meaningful impact on the trajectory of a company.

We believe great people build great companies. That's why we invest heavily in hiring, development, and creating an environment where talented individuals can do the best work of their careers.

You'll work alongside ambitious, thoughtful teammates who care deeply about what they do, challenge each other directly, and have a lot of fun along the way.

We value ownership, transparency, and continuous improvement. Good ideas can come from anywhere, and people are trusted to make things happen.

We're remote-first, flexible, and distributed across North and South America, bringing together talented people from a wide range of backgrounds and experiences.

Canals.ai is an equal opportunity employer. In addition to EEO being the law, it is a policy that is fully consistent with our principles. All qualified applicants will receive consideration for employment without regard to status as a protected veteran or a qualified individual with a disability, or other protected status such as race, religion, color, national origin, sex, sexual orientation, gender identity, genetic information, pregnancy or age.