Who you are

- 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

What the job involves

- The Senior 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

- 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

- 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

Advantages

- Work From Where You Work Best: We will always have a welcoming, energizing, and world-class office (in Toronto) with a space for you. Or, if you’re more comfortable working from home, the choice is yours

- We Care About Future You: You will stretch yourself and you will grow at Wave. You will also be supported on this journey with diverse learning experiences, educational allowances, mentorship, and so much more

- We Support the Full You: We make a serious investment in your health & wellness. When we think about benefits we think about body, mind, & soul and we take this stuff very seriously

- We Take Care of the Fundamentals: Fair compensation, all the office perks you’d want, and the various goodies you’d expect from a growing tech company. This is the obvious stuff, but we don’t want you to think we forgot!

📌 Senior Manager of Product Lifecycle Marketing (Toronto)
🏢 Wave
📍 Toronto