Sr. Manager, Product-Led Growth

Jobs at BetterWorks Systems, Inc. Sr. Manager, Product-Led Growth Menlo Park, CA Category: Marketing Type: Full-time Min. Experience: Senior Level About Rypple (by Betterworks) Rypple is an AI-native platform built for the 200 million managers who have never had access to real coaching or structured leadership support. We deliver personalized, on-demand AI coaching that meets managers in the flow of work, helping them prepare for 1:1s, navigate difficult conversations, give better feedback, and lead with greater confidence. Recognized as a Top AI-Powered Manager Enablement Platform and recently acquired by Betterworks, Rypple is entering its next phase of growth with serious momentum. This role is fully remote. The Role Rypple (by Betterworks) is looking for a Sr. Manager, Product-Led Growth to own the full demand to advocacy flywheel from first impression to loyal, referring user. This is a high-impact PLG  role that sits at the intersection of marketing and product, and is designed for someone who thinks in systems, moves fast, and gets genuinely excited about figuring out how growth actually happens. You'll be responsible for driving user demand, sign-ups, product activation, adoption, and retention, and for designing and iterating on the referral and viral growth loop that turns every happy manager into a source of new users. This isn't a role for someone who wants to run campaigns in isolation. You'll work closely with Product to ensure the in-app experience supports growth outcomes, and you'll use data relentlessly to understand what's working and what isn't. What You'll Own Product-Led Demand Generation & Acquisition Develop and execute a multi-channel demand generation strategy targeting managers and anyone who leads a team across content, paid, partnerships, and community.  (Note: mid-market and upper mid-market HR / Talent leaders and L&D buyers will follow, but initial motion is focused squarely on people managers) Build and manage top-of-funnel pipelines through organic and LLM search, social, email, and other channels relevant to the leadership development and manager enablement space Craft messaging and positioning that resonates with the core Rypple audience: managers who are under-supported, time-poor, and hungry for practical guidance Run experiments across channels, rapidly testing and iterating on what converts Signup & Activation Own the conversion funnel from landing page through first meaningful product moment ensuring the path to value is short, clear, and compelling Partner with product to design and optimize the onboarding experience, reducing time-to-value and increasing activation rates Identify and remove friction points in the signup and early-use journey through analysis, user research, and A/B testing Define and track activation milestones that correlate with long-term retention Retention & Engagement Develop lifecycle marketing programs (email, in-app, push) that keep users engaged and progressing in their leadership development Work with Product to surface moments of value that reinforce habit formation and deepen user investment in the platform Monitor retention cohorts and churn signals, building interventions that address disengagement earlyContribute to the development of features and nudges that drive weekly active usage Referral & Viral Growth Loop Design, build, and optimize Rypple's referral growth loop, identifying the natural moments where managers want to share, and making it frictionless to do so Explore and test network-effect-based growth models specific to the management and team context (e.g., team invites, shared coaching moments, manager-to-manager recommendations) Build referral mechanics that align incentives authentically with how managers talk about tools they trustInstrument and measure viral coefficient, referral conversion, and downstream retention of referred usersAnalytics & Reporting Own the growth metrics dashboard:...