Product Marketing Manager, PLG

About the role

At Canals, you will own product-led growth for our contractor audience, playing a key role in how we expand to this new and growing customer segment. 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 are 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. This role is based in New York and is full-time. You will design the in-product experience that turns contractor users into engaged, retained customers, working closely with 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 in a coordinated manner. 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 of contractor initiatives. Influence the product roadmap based on contractor market feedback and data.

Requirements

3-5 years experience in product marketing. Hands-on experience with PLG or in-product growth - you have 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 are 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 have 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, and good ideas can come from anywhere - people are trusted to make things happen. Canals is 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.