Manager of Product-Led Growth (PLG)
Company Description
ApprovalMax is award-winning B2B software used by businesses around the world to approve bills and expenses. It streamlines the approval process for decision makers by replacing paper and email approvals with automated workflows. ApprovalMax integrates with platforms such as Xero, QuickBooks Online and Oracle NetSuite to unlock powerful efficiencies for approvers and finance teams. The company is globally recognised and has won’ Xero App Partner of the Year’ four times since 2020 in different countries.
Job Description
The role
The PLG Manager at ApprovalMax plays a key and hands-on role in growing our self-service acquisition and monetization funnel. This role focuses on improving the Free Trial journey, optimizing product-led growth flows, and embedding data-driven experimentation across the customer lifecycle. Working closely with Product Managers, Marketing, and Sales, the PLG Manager drives initiatives that help prospects discover, adopt, and upgrade within the product — with minimal friction and maximum value -- as well as reducing churn.
Responsibilities:
Free Trial Journey
Act as the day-to-day owner of the Free Trial experience, responsible for identifying and implementing product-side improvements.
Work with Sales and Product Marketing to surface issues and opportunities; drive FT experiments and iterate to improve trial-to-paid conversion.
Analyze drop-off points and identify optimizations across touchpoints.
Ah-Hah Moment & Power User Pathways
Further our investigations into the “Ah-Hah” moment for new users and ensure more users reach this point.
Work across teams to ensure users are guided toward early value and long-term engagement.
Experimentation & Iteration
Bring a strong bias for action and lead continuous experiments based on user feedback and behavioral data.
Help validate key growth hypotheses, improving activation, engagement, and monetization metrics.
Monetization Support
Collaborate with PMs across product domains to enable in-app upsell and cross-sell opportunities.
Own initiatives that make pricing and packaging discoverable and frictionless for users. Promote self service for users.
Continually refine the All Features Trial (AFT) logic to support broader product discovery by users and increase add-on engagement & upsell.
Work with Product Managers and Engineering to ensure the AFT experience supports multiple use cases and sales motions.
Amplitude Power User
Serve as the internal champion and expert for Amplitude within the Product team.
Support 1–2 PMs in using Amplitude effectively; uncover insights that drive PLG improvements.
Intercom Integrations
Work with Product Marketing to understand investments needed to ensure effective targeting and messaging via Intercom. Create priority order for the investments that recognise stakeholder requirements and other PLG initiatives and execute to agreed timelines.
Manage and coordinate the resources (with Senior Product Leaders) to support backend improvements and integrations between Intercom and tools like Amplitude to improve messaging effectiveness and targeting.
Capture & Pay Adoption
Contribute to PLG-led adoption initiatives for Capture and Pay services to monetise our investments into these important new Products.
Collaborate with Product and Marketing to design and test improvements in onboarding, messaging, and in-product promotion.
Mobile Journey Improvements
Investigate and address pain points in the mobile user experience, especially around activation and sign-up.
Help define and implement (in 2026) a roadmap that supports mobile-first self-service onboarding.
UI/UX Friction Reduction
Continuously look for ways to improve the UX and reduce friction in self-serve journeys.
Partner with design and engineering to make small, high-impact changes that improve product-led conversion.
Churn
Work with Customer Success to identify all reasons for churn and to investigate where PLG can make material impact to help retain customers and address churn issues.
Qualifications
Requirements:
3-5 years working within a PLG team in a B2B SaaS company. Strong preference for a background in either the accounting or financial sector, and or experiences of workflow products that provide users with efficient and value adding workflows
Led measurable improvements to a Free Trial or self-serve onboarding flow e.g. Spearheaded a Free Trial redesign that increased trial-to-paid conversion by 25% through optimized onboarding steps, in-app guidance, or faster time-to-value.
Used product analytics tools like Amplitude to inform roadmap decisions e.g. Built dashboards in Amplitude to track activation and drop-off points, leading to the prioritisation of UX fixes and onboarding nudges that reduced trial abandonment.
Launched PLG experiments across the acquisition-to-retention funnel e.g. Ran A/B tests on in-product banners, signup flows, and upgrade prompts; validated pricing hypotheses and activation triggers that boosted engagement metrics. Implemented hot fixes.
Collaborated cross-functionally to deliver growth initiatives at scale e.g. Worked alongside Product Marketing and Engineering to introduce a new feature or upsell moment; aligning user messaging, onboarding, and billing flows.
Drove in-app monetisation via upsell and cross-sell flows e.g. Designed and implemented in-product upgrade paths for new releases / features, resulting in a 10% lift in attach rates from existing users.
Contributed to churn reduction initiatives using PLG insights e.g. Analyzed churned user cohorts to identify friction points in setup or value realisation; worked with Product and CS teams to deploy targeted in-app interventions.
Improved UX in mobile and desktop journeys based on real-world feedback e.g. Identified mobile activation bottlenecks through user feedback and session replays, then worked with designers to streamline flows and improve retention on mobile.
Additional Information
This role is:
Full-time and permanent.
We offer:
Growing international business with 10,000+ subscribers
Regular performance-based compensation reviews.
100% paid 20 business vacation days.
100% paid 10 sick leave days.
Flexible hours.
Remote work.
Health & Wellness program - a bonus payment, which will cover 50% up to a total of 500 Euro annually of the amount spent on the following activities: medical services (except regular health insurance), fitness, sports activities (excluding sports equipment), stress management, body massage, weight management, yoga, traveling, etc.
Reimbursement of co-working space.
Reimbursement of professional development courses.
Service years recognition financial reward.
Parental leave support.
About the job
Apply for this position
Manager of Product-Led Growth (PLG)
Company Description
ApprovalMax is award-winning B2B software used by businesses around the world to approve bills and expenses. It streamlines the approval process for decision makers by replacing paper and email approvals with automated workflows. ApprovalMax integrates with platforms such as Xero, QuickBooks Online and Oracle NetSuite to unlock powerful efficiencies for approvers and finance teams. The company is globally recognised and has won’ Xero App Partner of the Year’ four times since 2020 in different countries.
Job Description
The role
The PLG Manager at ApprovalMax plays a key and hands-on role in growing our self-service acquisition and monetization funnel. This role focuses on improving the Free Trial journey, optimizing product-led growth flows, and embedding data-driven experimentation across the customer lifecycle. Working closely with Product Managers, Marketing, and Sales, the PLG Manager drives initiatives that help prospects discover, adopt, and upgrade within the product — with minimal friction and maximum value -- as well as reducing churn.
Responsibilities:
Free Trial Journey
Act as the day-to-day owner of the Free Trial experience, responsible for identifying and implementing product-side improvements.
Work with Sales and Product Marketing to surface issues and opportunities; drive FT experiments and iterate to improve trial-to-paid conversion.
Analyze drop-off points and identify optimizations across touchpoints.
Ah-Hah Moment & Power User Pathways
Further our investigations into the “Ah-Hah” moment for new users and ensure more users reach this point.
Work across teams to ensure users are guided toward early value and long-term engagement.
Experimentation & Iteration
Bring a strong bias for action and lead continuous experiments based on user feedback and behavioral data.
Help validate key growth hypotheses, improving activation, engagement, and monetization metrics.
Monetization Support
Collaborate with PMs across product domains to enable in-app upsell and cross-sell opportunities.
Own initiatives that make pricing and packaging discoverable and frictionless for users. Promote self service for users.
Continually refine the All Features Trial (AFT) logic to support broader product discovery by users and increase add-on engagement & upsell.
Work with Product Managers and Engineering to ensure the AFT experience supports multiple use cases and sales motions.
Amplitude Power User
Serve as the internal champion and expert for Amplitude within the Product team.
Support 1–2 PMs in using Amplitude effectively; uncover insights that drive PLG improvements.
Intercom Integrations
Work with Product Marketing to understand investments needed to ensure effective targeting and messaging via Intercom. Create priority order for the investments that recognise stakeholder requirements and other PLG initiatives and execute to agreed timelines.
Manage and coordinate the resources (with Senior Product Leaders) to support backend improvements and integrations between Intercom and tools like Amplitude to improve messaging effectiveness and targeting.
Capture & Pay Adoption
Contribute to PLG-led adoption initiatives for Capture and Pay services to monetise our investments into these important new Products.
Collaborate with Product and Marketing to design and test improvements in onboarding, messaging, and in-product promotion.
Mobile Journey Improvements
Investigate and address pain points in the mobile user experience, especially around activation and sign-up.
Help define and implement (in 2026) a roadmap that supports mobile-first self-service onboarding.
UI/UX Friction Reduction
Continuously look for ways to improve the UX and reduce friction in self-serve journeys.
Partner with design and engineering to make small, high-impact changes that improve product-led conversion.
Churn
Work with Customer Success to identify all reasons for churn and to investigate where PLG can make material impact to help retain customers and address churn issues.
Qualifications
Requirements:
3-5 years working within a PLG team in a B2B SaaS company. Strong preference for a background in either the accounting or financial sector, and or experiences of workflow products that provide users with efficient and value adding workflows
Led measurable improvements to a Free Trial or self-serve onboarding flow e.g. Spearheaded a Free Trial redesign that increased trial-to-paid conversion by 25% through optimized onboarding steps, in-app guidance, or faster time-to-value.
Used product analytics tools like Amplitude to inform roadmap decisions e.g. Built dashboards in Amplitude to track activation and drop-off points, leading to the prioritisation of UX fixes and onboarding nudges that reduced trial abandonment.
Launched PLG experiments across the acquisition-to-retention funnel e.g. Ran A/B tests on in-product banners, signup flows, and upgrade prompts; validated pricing hypotheses and activation triggers that boosted engagement metrics. Implemented hot fixes.
Collaborated cross-functionally to deliver growth initiatives at scale e.g. Worked alongside Product Marketing and Engineering to introduce a new feature or upsell moment; aligning user messaging, onboarding, and billing flows.
Drove in-app monetisation via upsell and cross-sell flows e.g. Designed and implemented in-product upgrade paths for new releases / features, resulting in a 10% lift in attach rates from existing users.
Contributed to churn reduction initiatives using PLG insights e.g. Analyzed churned user cohorts to identify friction points in setup or value realisation; worked with Product and CS teams to deploy targeted in-app interventions.
Improved UX in mobile and desktop journeys based on real-world feedback e.g. Identified mobile activation bottlenecks through user feedback and session replays, then worked with designers to streamline flows and improve retention on mobile.
Additional Information
This role is:
Full-time and permanent.
We offer:
Growing international business with 10,000+ subscribers
Regular performance-based compensation reviews.
100% paid 20 business vacation days.
100% paid 10 sick leave days.
Flexible hours.
Remote work.
Health & Wellness program - a bonus payment, which will cover 50% up to a total of 500 Euro annually of the amount spent on the following activities: medical services (except regular health insurance), fitness, sports activities (excluding sports equipment), stress management, body massage, weight management, yoga, traveling, etc.
Reimbursement of co-working space.
Reimbursement of professional development courses.
Service years recognition financial reward.
Parental leave support.