Product Marketing Manager – PLG

About the role

The Opportunity: You'll own product‑led growth for our contractor audience at Canals, playing a key role in how we expand to this new and growing customer segment. In this role, you'll focus on the in‑product experience—designing onboarding flows, activation moments, and self‑serve experiences that turn contractor users into engaged, retained customers.

Key responsibilities

• Design and optimize in‑product onboarding flows and self‑serve activation experiences for our contractor audience.
• Develop in‑product messaging, nudges, and prompts that move contractors from first touch to activated user.
• Instrument the contractor funnel and run experiments to improve conversion and retention.
• Partner with Product and Engineering to bring in‑product growth moments to life.
• Develop messaging and positioning for contractor‑facing products and features based on primary and secondary research.
• Train and enable go‑to‑market teams on contractor products and features.
• Develop supporting marketing materials such as one‑pagers and website pages.
• Capture and organize competitive intelligence to support Sales and Marketing.
• Track and measure adoption and effectiveness of growth initiatives.
• Influence the product roadmap based on contractor market feedback.

Required profile

• 3–5 years experience in product marketing.
• Hands‑on experience with PLG or in‑product growth, having designed onboarding flows and activation experiences.
• Strong data fluency: able to pull numbers, run experiments, and interpret results.
• Excellent written and verbal communication skills.
• Strong cross‑functional collaborator who can speak the language of Product, Sales, Customer Success, and Engineering.
• Self‑motivated and proactive, able to get things done without hand‑holding.
• Comfortable juggling multiple projects and shifting timelines.
• Background in construction, trades, or distribution is a plus but not required.
• Experience in a startup or fast‑paced environment is a plus but not required.