Manager, Product Lifecycle Marketing

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.