Product Marketing Manager (PLG)

TL;DR

Product Marketing Manager (PLG): Developing and owning the messaging and positioning strategy for the self-serve user journey with an accent on converting signups to activation and expansion. Focus on creating segment-specific narratives, optimizing onboarding flows, and partnering with Growth PMs to translate product roadmaps into high-impact copy.

Location: Hybrid (London, New York, Stockholm)

Company

Lovable is a platform that enables anyone to build software from raw ideas regardless of language, serving users from solopreneurs to Fortune 100 teams.

What you will do

• Own the messaging and positioning strategy for the self-serve journey, from signup through activation and expansion.
• Partner with the Growth PM to translate roadmaps and experimentation priorities into strong, on-brand messaging.
• Collaborate with the Lifecycle team to create content for email, in-app surfaces, and push notifications.
• Develop messaging guidance and POV documents for different segments, such as solo founders and indie hackers.
• Write and refine copy for high-leverage touchpoints, including onboarding flows and upgrade prompts.
• Build and maintain a shared messaging toolkit containing voice, tone, and segment-specific proof points.

Requirements

• 6+ years of experience in product marketing, lifecycle marketing, or content/messaging roles.
• Direct experience writing messaging and positioning for PLG or self-serve products.
• Track record of creating customer-facing content and campaigns with measurable outcomes.
• Experience working at a high-tech company and partnering with product or growth teams.
• Ability to build cross-functional trust and alignment without formal authority.
• English: C1+ required as it is the primary company language.

Nice to have

• Experience with lifecycle/CRM tools such as Braze, Iterable, or Customer.io.
• Familiarity with growth metrics and experimentation frameworks (PQLs, activation rate, feature adoption).
• Experience working with developer, startup, or solo builder audiences.
• Experience building scalable messaging frameworks across multiple teams.

Culture & Benefits

• Work within a small, talent-dense team based in Stockholm.
• Culture rooted in extreme ownership, high velocity, and low-ego collaboration.
• Opportunity to help define the future of software creation.