GTM Lead (PLG)

As a GTM Lead, you will own the company’s revenue motion end to end, from activation through expansion. This is a senior, cross-functional role sitting at the intersection of product, marketing, and sales. A core focus of the role is scaling and monetizing a product-led growth (PLG) business by turning product usage into predictable revenue. You will define what a product-qualified lead (PQL) looks like, build the scoring and routing logic behind it, and create the systems, processes, and strategies that drive conversion, retention, expansion, and enterprise growth.

You will partner closely with Product to optimize upgrade paths, retention strategies, and paywall experiences, while building an enterprise motion from scratch, including pricing, packaging, qualification frameworks, sales processes, and handoff playbooks. This role does not have direct reports initially, so success depends on your ability to influence and align cross-functional teams across Product, Marketing, Sales, and Customer Success. The ideal candidate has firsthand experience at a PLG company that successfully moved upmarket, has directly owned revenue or conversion targets, and can demonstrate a track record of building monetization strategies and scalable revenue systems that drive measurable business growth.

Responsibilities

• Own conversion, retention, and expansion as one connected motion with clear targets
• Define product-qualified lead criteria, build scoring logic using behavioral and firmographic signals, and design routing to the right person at the right time
• Build the enterprise motion from zero: pricing, packaging, sales process, handoff playbooks, and AE enablement for high-tier accounts
• Design retention and lifecycle playbooks that move subscribers from first collaboration to durable retention
• Own upgrade and paywall surfaces in partnership with Product to move free users to paid and paid users up-tier
• Own HubSpot and the systems that make the revenue motion measurable and repeatable for sales and account managers
• Set a coherent revenue strategy and align marketing, AE, CSM, and PMM to execute against it
• Identify new monetization opportunities and provide ICP clarity for each product offering
• 4 to 7 years of experience in B2B SaaS or marketplaces, with at least 3 years at a product-led growth company that successfully moved upmarket
• Direct ownership of a revenue, conversion, or retention number, not growth in the abstract
• Experience working at a company running self-serve and enterprise simultaneously
• Ability to diagram and defend a PQL scoring system; comfortable thinking in funnels and cohorts
• Track record of driving output through cross-functional partners without direct authority and holding them accountable to shared targets
• Executes independently; willing to get hands dirty in the first 90 days
• Vancouver-based or willing to relocate; available for hybrid schedule (Mon, Wed, Fri in office)

Preferred Qualifications

• Experience marketing or monetizing a two-sided marketplace
• Hands-on experience building a PQL or product-qualified-account model
• Proficiency with HubSpot, PostHog or Amplitude, and firmographic enrichment tools
• Background in influencer marketing, the creator economy, or adjacent B2B SaaS
• Written publicly about growth or GTM work (Substack, LinkedIn, podcasts)
• Location: Hybrid, Vancouver, BC (3 days in office)
• Compensation: $160,000 to $210,000 CAD + bonus
• PTO: 3 weeks paid vacation + statutory holidays + paid sick leave