Growth Marketing Manager

Bonusly is a company focused on improving employee engagement and recognition to foster long-term success. They are seeking a Growth Marketing Manager to develop and activate a new audience through a product-led growth strategy, overseeing various aspects of marketing from audience development to campaign creation.

Responsibilities:

• Own audience development end-to-end: identify who we're building for, understand how they discover and evaluate tools like ours, and design the motion that gets them to value fast
• Build a PLG engine: optimize the funnel from first touch, to trial, to activation, to paid conversion, using experimentation and data to find what actually works
• Develop positioning, messaging, and narrative for this audience as the product and market evolve
• Partner closely with Product at every step, bringing customer research, market insights, and experiment learnings to influence roadmap and strategy
• Prove what resonates by running real-world experiments and sharing what you learn, early and often
• Challenge outdated marketing playbooks and help us find more modern, effective ways to reach and convert our audience
• Help design the end-to-end PLG funnel: acquisition, activation, expansion, and the loops that reinforce each stage
• Identify and test the highest-leverage growth levers across paid, organic, product, and less-obvious channels
• Run tight experiments with clear hypotheses and success signals so we can learn fast and scale what works
• Own conversion rate optimization across trial onboarding and key activation milestones
• Use data, research, and qualitative insight to understand who to focus on, why they matter, and how their needs differ
• Map the buyer and user journey: pain, language, objections, motivations, watering holes
• Design and analyze experiments using clear success signals; connect performance data back to audience insight, not just channel metrics
• Partner with channel owners to test and refine messaging, creative, and offers
• Develop and champion positioning and messaging for your audience as the product and market evolve
• Understand the competitive landscape: where we fit in and where we stand out
• Be real — ensure promises match product reality (no hand-waving or fluff)
• Influence and enable internal teams with clarity, conviction, and shared language
• Use AI as a force multiplier for drafting, iteration, and creative exploration
• Build campaigns, landing pages, and content that feel vibrant, real, and progressive
• Move fast, learn faster, and raise the quality bar with each iteration
• Partner closely with Product, Design, and GTM to help shape strategy — not just support launches
• Bring internal teams and customers along through thoughtful enablement and GTM content
• Own 'glue work' when needed, helping drive alignment, clarity, and momentum

Requirements:

• PLG experience: you've built or meaningfully contributed to a product-led growth motion
• Strong audience development instincts — you've found and built a new audience from scratch (or close to it)
• Ability to design, run, and learn from experiments (paid, organic, or product-surface)
• Strong positioning, narrative, and messaging instincts (with examples)
• Analytical mindset — able to translate qualitative insight into quantitative signals
• Comfort partnering closely with design on creative direction
• Ability to translate product capabilities into compelling, clear stories
• AI-literate and actively using modern tools — plus the editorial taste to make output sharp and human
• Clear communicator (written + verbal), confident with enablement and cross-functional influence
• Are entrepreneurial and have taken things from 0 to 1 in a startup environment
• Have direct PLG experience and can speak concretely about funnels, loops, and activation levers you've built or improved
• Are insatiably curious about your audience, your work, and your craft
• Are opinionated but evidence-driven
• Are comfortable with ambiguity, take ownership, and don't wait for perfect briefs
• Prefer prototypes over perfection and movement over overthinking
• Actively question traditional marketing playbooks instead of defaulting to them
• Bring low ego and high accountability — healthy debate is welcome; alignment matters