About ApprovalMax
ApprovalMax is a fast-growing B2B SaaS company that helps businesses automate their approval workflows and financial controls. With a global team of over 100 people spanning the UK, Europe, North America, Australia, and South Africa, we build software that matters and we're scaling quickly.

The Role
We’re hiring a Growth Product Manager to own the in-product activation experience at ApprovalMax, diagnosing where users drop off, running experiments to fix it, and building the instrumentation to prove what works.

ApprovalMax provides end-to-end accounts payable automation for businesses using Xero and QuickBooks Online. We have 20,000+ businesses worldwide and strong product-market fit built over 8+ years. Our PLG motion targets smaller accounts where the product experience drives acquisition and conversion, and it complements our sales-led motion.

This is a senior, hands-on operator role. You will be defining activation metrics, pulling event-level data from Amplitude, designing A/B experiments, and shipping weekly iterations. You will use in-app messaging and behavioural campaigns as tools in service of product-led conversion, not as the primary job. You must be comfortable owning a conversion rate metric end-to-end: instrumentation, diagnosis, experimentation, and proof.

The Core Metric You'll Own

A Free Trial (FT) is a user who registers. A Legitimate Trial (LT) is a user who connects their accounting system, the activation moment. Once users reach LT, roughly half convert to Paid. The leverage is in getting more FTs to that activation moment.

You will own the FT → LT conversion rate as your primary metric. Everything else flows from that.

What You’ll Do

Own Activation, In-Product

• Instrument and maintain the activation funnel: define the events, work with engineers to log them, and build your own analysis on top

• Diagnose where users drop off between registration and connecting their accounting system

• Run continuous improvements, adjustments or A/B experiments on the onboarding flow, hypothesis-driven, measured, iterated weekly, not monthly, aware we have less than 100 FTs a week

• Test trust signals, UI changes, and in-product messaging to reduce friction at the activation step

• Investigate low-converting segments with Digital Marketing, understand traffic quality, not just volume

• Deploy Refiner surveys at key funnel moments to surface intent and friction directly from users

Scale In-Product Onboarding

• Own and expand Navattic interactive product tours, increasing distribution across the website and marketing campaigns

• Extend tours beyond pre-signup into in-product onboarding for new and existing features

Use Behavioural Messaging as a Product Tool

• Design and deploy Intercom campaigns for users stuck at activation, approaching trial expiry, or who activated but haven’t converted, triggered by product behaviour, not by schedule

• Build and iterate the post-signup email sequence based on activation funnel data

Measurement and Instrumentation

• Partner with Digital Marketing to complete attribution setup, every trial user tracked by source

• Define and track incremental PLG uplift: additional paid accounts beyond the organic baseline

• Coach 2–3 Product Managers in using Amplitude for their own product areas

Drive Cross-Functional Rhythm

• Establish a regular sync with Product Marketing and Digital Marketing from day one, shared hypotheses, shared data, shared priorities

• Feed product insights back to Product Managers: activation patterns, churn signals, expansion triggers

Use AI to Move Faster

• Use AI tools to accelerate experiment design, analysis, and content creation

• Produce design mockups and onboarding experiment prototypes without waiting for a designer

• Stay current with new tools that increase PLG velocity

What This Role Does Not Own

• Platform-wide UX standards, the Head of Product Experience owns UX vision and design system governance. You collaborate on PLG-specific UX but don’t set platform standards

• Website design and SEO, Digital Marketing owns traffic acquisition. You collaborate on conversion optimisation

• Core product development, you influence the roadmap with activation data; Product Managers own their domains

Must-Have's

• You have personally owned an in-product activation rate in B2B SaaS and moved it materially. Not ‘contributed to’, owned the metric. Activation ownership

• You have defined events, worked with engineers to log them, and built analysis on the resulting data. You understand what’s missing from an event stream and how to fix it. Funnel instrumentation

• Comfortable in Amplitude, Mixpanel, or equivalent at the event level, cohorts, funnels, retention, segmentation. Can write basic SQL or knows when to ask for help and what to ask for. Data fluency at the event level

• Experiment velocity. Hypothesis-driven, with clear success metrics defined before the experiment runs. Suitable for low volume B2B Free Trial funnels.

• Worked across Marketing, Product, and Engineering without positional authority to get instrumentation built, experiments shipped, and insights acted on. Cross-functional influence

• You will hire and manage a PLG Lead. This is a people manager role. People management

• You actively use AI tools to increase your own speed and output, not as a novelty, as a standard part of your workflow. AI-fluent.

• Credible and concise when presenting data-driven narratives to senior leadership. Strong communicator

Nice-to-Have

• Experience with products requiring users to connect an external system before activation, you understand the specific trust and friction dynamics this creates Integration-gated SaaS

• Behavioural campaigns triggered by product events, not broadcast messaging Intercom depth

• Understanding of the bookkeeper/accountant buyer persona Accounting or fintech SaaS

• Can produce low-fidelity wireframes or Figma mockups to unblock experiments Design capability

What Success Looks Like

Within 12 months:

• FT→LT conversion rate measurably improved, with clear data showing which experiments drove it

• PLG incremental uplift demonstrably covering the team’s cost

• Intercom campaigns driving measurable retention improvement

• Experiments running continuously; AI embedded across the PLG workflow as standard practice

This Role Is Not For You If

• Your mental model of conversion is primarily about messaging and campaigns rather than in-product behaviour and friction

• You prefer strategy decks over shipping experiments, this role is about doing, not presenting

• You need a large team around you to execute, this is a two-person unit that moves fast

• You’re not comfortable owning a conversion metric and being held accountable for it

Compensation & Benefits

• Growing international business with 20,000+ subscribers

• Annual performance-based compensation reviews

• 26 days of paid time off

• 1 additional day off for your birthday

• Remote office assistance

• Service-years recognition financial reward

• Regular performance-based compensation reviews