Growth Marketing Manager

About Bonusly

Bonusly helps your team improve engagement and adopt the behaviors that set them, and your organization, up for long-term success. We make employee recognition meaningful, habitual, and connected to what matters most—helping organizations build cultures where people want to stay and grow together. To learn more about working at Bonusly, check out our Un-Handbook: https://github.com/bonusly/un-handbook.

Why this role exists

The way work works is changing. And the old playbooks aren't helping. At Bonusly, we believe the strongest teams aren't built by policies, programs, or annual processes. They're built through daily teamwork: recognition, feedback, check-ins, and real connection between people doing the work. That's where Bonusly is going next, and we need someone to help us build the growth motion that gets us there. We're hiring a "full-stack" Growth Marketing Manager to own how we find, develop, and activate a new audience through a product-led growth motion. You'll be the primary marketing lead for this audience, owning how we show up, what we say, and how we learn what works. We're looking for someone who can move across:

• Product marketing (positioning, messaging, narrative, enablement)
• Growth / performance marketing (experimentation, channel testing, measurement)
• Content and campaign creation (shipping useful assets that get seen and shared)

What you'll own

You'll build a go-to-market motion from scratch — intelligible, testable, and grounded in product reality. This is a 0-to-1 role where you won’t be inheriting a playbook, but instead writing one.
You will:

• 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• Challenge outdated marketing playbooks and help us find more modern, effective ways to reach and convert our audience

What you'll be up to

• Build and run the PLG motion
• 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
• Develop the audience and report back
• 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
• Tell differentiated, compelling stories
• 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
• Create and ship without ego
• 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
• Collaborate with and support your colleagues
• 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

How you work

You'll thrive here if you:

• 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

Experience & skills

• 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

Titles, degrees, and years of experience matter less than creative judgment, critical thinking and previous impact.

Key skills/competency

• Growth Marketing
• Product Marketing
• Product-Led Growth (PLG)
• Experimentation
• Audience Development
• Content Strategy
• Marketing Strategy
• Data Analysis
• Messaging
• Performance Marketing