TL;DR:
Lovable is looking for a senior Growth Product Marketing Manager to own the SMB customer journey from free user to paying customer to expanded account. You'll be the glue between product, lifecycle marketing, in-product messaging, and sales—ensuring every touchpoint works in concert to drive conversion and expansion.
This isn't a traditional product marketing role. You won't be writing press releases or managing analyst relations. You'll be orchestrating the customer experience across channels, creating content that gets deployed everywhere from emails to paid ads to sales decks, and building deep expertise in what makes SMB users tick.
Why Lovable?
Lovable lets anyone and everyone build software with any language. From solopreneurs to Fortune 100 teams, millions of people use Lovable to transform raw ideas into real products - fast. We are at the forefront of a foundational shift in software creation, which means you have an unprecedented opportunity to change the way the digital world works. Over 2 million people in 200+ countries already use Lovable to launch businesses, automate work, and bring their ideas to life. And we’re just getting started.
We’re a small, talent-dense team building a generation-defining company from Stockholm. We value extreme ownership, high velocity, and low-ego collaboration. We seek out people who care deeply, ship fast, and are eager to make a dent in the world.
What You'll Own
Journey Orchestration
Serve as the single point of accountability for the SMB customer journey across product, lifecycle, in-product messaging, and sales
Ensure messaging and experience are coherent across touchpoints—what a user sees in-app should reinforce what they receive via email and hear from sales
Identify gaps and friction points in the journey; work cross-functionally to close them
Define and optimize the paid-to-paid expansion paths
Content Development
Create high-quality content (video scripts, written pieces, case studies, landing pages) for the SMB audience
Build content as a system—assets that can be repurposed across lifecycle emails, paid performance campaigns, in-product messaging, and sales enablement
Own the production of customer stories and proof points that resonate with SMB buyers
Partner with creative resources as needed, but be comfortable producing work directly
Lifecycle Messaging
Own email and in-product communication strategy from signup through expansion
Build trigger-based campaigns tied to usage milestones, feature adoption, and expansion signals
Partner with product to design upgrade prompts and in-app moments that feel helpful, not pushy
Continuously test and optimize messaging for conversion impact
SMB User Expertise
Become the internal authority on the SMB user: their goals, constraints, buying process, and decision-makers
Conduct ongoing user research to deepen understanding of this audience
Translate insights into actionable guidance for product, sales, and marketing
Define product-qualified lead (PQL) criteria in partnership with sales and product
Sales Enablement & Narrative
Develop the core story for why users should move from free to paid, and from self-serve to sales-assisted
Create sales assets: decks, one-pagers, talk tracks, videos, objection handling
Partner with sales to refine the narrative based on what's working in real conversations
Ensure sales has a steady stream of relevant content to use in outbound and deal conversations
Pricing & Packaging
Partner with product and finance to evolve plan structure as needed
Develop positioning for each pricing tier based on jobs to be done
Contribute to experiments on pricing pages, trial structures, and feature gating
What You Won't Own
Enterprise deal support and sales enablement (different motion, different stakeholders)
Brand marketing and awareness campaigns
Demand generation strategy and paid acquisition management (though you'll create content used in paid)
Core product positioning (unless directly tied to tier differentiation)
What You'll Bring
4-7 years of experience in product marketing, growth marketing, or lifecycle marketing at a SaaS company
Direct experience with PLG businesses and the free-to-paid conversion motion
Proven ability to create content—you've written copy, produced videos, or built campaigns yourself, not just briefed others
Strong analytical skills; you're comfortable in dashboards and can design experiments
Excellent writing skills for conversion-focused copy (emails, landing pages, in-app messages, sales assets)
Experience partnering with product teams to influence roadmap and in-app experience
Ability to work across functions and serve as connective tissue between teams
Deep curiosity about users—you naturally dig into who they are and what they need
Bonus: experience at a company that layered sales onto a PLG foundation
How You'll Be Measured
Free-to-paid conversion rate
Paid-to-paid expansion revenue (upgrade rate, revenue per account)
PQL-to-opportunity conversion rate
Content performance metrics (engagement, conversion contribution)
Sales cycle length on PLG-sourced deals
About your application
Please submit your application in English. It’s our company language, so you’ll be speaking lots of it if you join.
We treat all candidates equally - if you’re interested, please apply through our careers portal.