Senior Manager, Product Lifecycle Marketing

About the role

You will architect and own the end-to-end product marketing strategy for Wave's portfolio of products, defining the core narratives that explain why our solutions matter. In this player-coach capacity, you will lead by doing, crafting positioning and messaging while simultaneously developing the capabilities of your team. You are accountable for ensuring that every product initiative is grounded in a clear value hypothesis and a repeatable go-to-market process. This role requires you to translate complex product roadmaps into compelling stories that resonate with small business customers and drive measurable adoption. You will foster a culture of experimentation, where insights from the market are rapidly synthesized back into product and marketing decisions. Success in this position is measured by your ability to make the product intuitive to understand and irresistible to try. You will be the chief storyteller for Wave, ensuring that the "why" and "what" of our products are consistent across every touchpoint. This is an opportunity to build a function from the ground up and establish the standards that define product excellence at Wave.

Key facts

What you'll do

Develop and own the end-to-end product marketing strategy for Wave's product portfolio, translating complex product visions into clear positioning and messaging.

Architect the product narrative for our PLG motion, ensuring value propositions are articulated in a way that drives conversion and expansion without reliance on traditional sales motions.

Lead, recruit, and develop a high-performing team of Product Marketing Managers, providing mentorship, career growth, and operational excellence.

Partner closely with Product and Engineering to define product positioning and go-to-market strategies for new features and product launches.

Analyze market trends and customer feedback to synthesize insights that inform product roadmap priorities and messaging frameworks.

Create scalable enablement assets, including battle cards, playbooks, and onboarding materials that empower the broader organization to execute the product vision.

Design and own key performance indicators for product marketing initiatives, using data to iterate and optimize messaging and go-to-market strategies.

Champion a product-led growth mindset by ensuring that customers can experience the core value of our products quickly and independently.

Collaborate with Customer Success and Support to identify expansion opportunities and ensure messaging reflects real-world usage and outcomes.

Establish documentation standards and playbooks that ensure consistency in how product value is communicated across all channels.

Evaluate the effectiveness of go-to-market campaigns, conducting post-mortems to extract learnings and apply them to future initiatives.

Act as the central thought partner for the Product team, bridging the gap between technical capabilities and customer language.

Drive the collection and analysis of competitive intelligence to ensure Wave's positioning remains distinct and compelling in the market.

Mentor junior team members, fostering an environment of continuous learning and knowledge sharing aligned with Wave's cultural values.

Requirements

You must have a Bachelor's degree or equivalent practical experience, demonstrating a foundational education in business, marketing, or a related discipline.

You must possess a proven track record of managing and developing high-performing teams, with experience in hiring, coaching, and conducting performance reviews.

You must have extensive experience operating in a product-led growth (PLG) environment, where the product itself is the primary driver of acquisition and conversion.

You must have a history of owning strategic go-to-market execution for a portfolio of products, balancing roadmap alignment with market demands.

You must be highly analytical, capable of interpreting complex data sets to measure product adoption and the effectiveness of marketing initiatives.

You must be comfortable making decisions in a fast-paced, ambiguous environment where agility and speed are essential.

You must have strong written and verbal communication skills, able to distill complex technical concepts into clear narratives for diverse audiences.

You must be a collaborative leader who thrives in cross-functional partnerships with Product, Engineering, and Customer Success.

Nice to have

Experience building a product marketing function within a growing scale-up.

Deep familiarity with the small business ecosystem and the tools they use to operate their businesses.

Practical notes

Work is full-time and based in Toronto, Ontario.

Candidates must be authorized to work in Canada without sponsorship.

Wave is committed to providing reasonable accommodations for individuals with disabilities. If you require accommodation during the recruitment process, please let us know.