Product Marketing & GTM Lead

Go-to-Market (GTM) Lead – SaaS Product Launch & Growth Strategy | Remote

Position Type: Full-Time, Remote
Working Hours: U.S. Client Business Hours

About the Role

At Pavago, one of our clients is hiring a highly entrepreneurial Go-to-Market (GTM) Lead to own the strategy and execution for the launch of two upcoming SaaS products.

This is a high-impact, startup-style role for someone who knows how to take a product from concept → launch → early traction → scalable growth.

As the first GTM hire, you’ll have significant ownership across:

Product positioning & messaging
SaaS product launches
Beta user acquisition
Demand generation
Growth experimentation
Customer onboarding
Outbound outreach
Launch campaigns
GTM systems & playbooks

This is not a strategy-only role. You’ll personally build campaigns, write copy, recruit beta users, conduct outreach, launch experiments, analyze performance, and iterate quickly.

You’ll lead the launch of Product A first, then use the insights, systems, and proven processes from that launch to accelerate Product B.

What You’ll Own

SaaS Go-to-Market Strategy & Product Launch

Own the end-to-end GTM strategy for multiple SaaS products.

Develop comprehensive product launch plans
Define:

Target audiences
Ideal Customer Profiles (ICPs)
Positioning
Messaging
Acquisition channels
Onboarding journeys

Take products from pre-launch through launch and post-launch optimization
Coordinate launch timelines, campaigns, and stakeholders
Continuously improve GTM strategy using customer feedback and performance data
Apply lessons from Product A to make Product B’s launch faster and more effective

Beta User Acquisition & Early Growth

Build the initial user base required to validate and improve the products.

Identify and recruit high-quality beta users
Execute outreach through:

LinkedIn
Cold email
Online communities
Partnerships
Founder networks

Build relationships with early adopters
Collect structured product and market feedback
Develop systems for:

Beta onboarding
Activation
Engagement
Retention

Identify early advocates and potential growth opportunities

Positioning, Messaging & Product Marketing

Develop messaging that clearly communicates who the product is for, what problem it solves, and why customers should care.

Create differentiated product positioning
Develop messaging frameworks around:

Customer pain points
Use cases
Value propositions
Competitive differentiation

Test messaging with prospective and existing users
Refine positioning based on market response
Maintain consistent messaging across marketing and customer-facing channels

Launch Campaigns & Demand Generation

Build and execute campaigns that generate awareness, users, and early demand.

Create and manage:

Landing pages
Product launch campaigns
Waitlists
Email sequences
Product announcements
Onboarding flows
Demand generation campaigns

Personally write and optimize:

Landing page copy
Email copy
Outreach messaging
Product messaging
User onboarding communications

Test acquisition channels and double down on what produces meaningful traction.

Growth Experimentation & Optimization

Develop rapid growth experiments across acquisition and activation
Test:

Messaging
Channels
Offers
Landing pages
Onboarding experiences
Outreach strategies

Analyze customer behavior and campaign performance
Identify bottlenecks across the user journey
Turn findings into actionable growth experiments
Prioritize speed of learning and iteration

GTM Systems, Processes & Documentation

Turn successful experiments into repeatable systems.

Document:

Launch strategies
Messaging tests
Acquisition learnings
Customer feedback
Campaign performance
Growth experiments

Build reusable GTM playbooks
Develop scalable launch and growth processes
Improve execution efficiency with each product launch

What Makes You a Strong Fit

You:

Thrive in zero-to-one startup environments
Can operate effectively with ambiguity and limited structure
Think strategically but are equally comfortable executing the work yourself
Have personally helped take a SaaS product to market
Understand how positioning, acquisition, onboarding, and retention connect
Can write compelling marketing and product copy
Are comfortable talking directly with prospective users
Move quickly, test ideas, learn from data, and iterate
Are naturally proactive, resourceful, and ownership-driven
Prefer building systems rather than waiting for established processes

Required Experience & Skills

Experience

4–8 years of experience across one or more of:

Go-to-Market Strategy
Product Marketing
Growth Marketing
Demand Generation
Product Launches

Proven experience launching at least one B2B SaaS product from concept to market
Experience working in an early-stage startup environment
Experience as an early team member (employee #1–5 preferred)

Core Skills

Strong hands-on execution across:

SaaS product launches
Growth campaigns
Product positioning
Copywriting
Outbound outreach
Demand generation
Beta user acquisition
Customer onboarding

You should also have:

Experience building scalable GTM playbooks and launch systems
Strong project management and prioritization skills
Ability to manage multiple workstreams simultaneously
Excellent written and verbal English communication
Strong analytical and experimentation mindset

Nice to Have

Experience with venture-backed or high-growth startups
Product-Led Growth (PLG) experience
Experience working directly with founders or executive teams
Experience with:

Lifecycle marketing
Community-led growth
SaaS growth loops
User onboarding

Familiarity with:

HubSpot
Apollo
Webflow
Notion
Google Analytics 4 (GA4)
Mixpanel

What a Typical Day Looks Like

You might:

Refine the GTM strategy for an upcoming product launch
Recruit and speak with prospective beta users
Conduct LinkedIn and email outreach
Write landing page and launch copy
Build onboarding and lifecycle emails
Review beta user feedback
Analyze acquisition and conversion performance
Test a new positioning or messaging angle
Optimize a landing page or onboarding flow
Coordinate upcoming launch milestones
Document campaign learnings and update the GTM playbook

In short: You own the strategy and hands-on execution required to take SaaS products from zero → market → traction → scalable growth.

Key Metrics for Success

Beta users acquired
Beta user activation and engagement
Product launch execution against timelines
User onboarding conversion
Landing page conversion rates
Campaign conversion performance
Qualified demand generated
Acquisition channel efficiency
Speed of experimentation and iteration
Early user retention
Quality and scalability of GTM processes

Why This Role Stands Out

Become the first GTM hire
Own GTM strategy and execution from day one
Launch two SaaS products from the ground up
Work directly with startup leadership
Significant autonomy and decision-making ownership
Build the company’s GTM infrastructure rather than inherit it
Direct impact on product adoption and company growth
Opportunity to build repeatable launch systems that scale

Strong career progression into:

Head of Growth
GTM Director
VP of Marketing
Startup Growth Leadership

Interview Process

Initial Phone Screen
Spark Hire Intro Video
Video Interview with Pavago Recruiter
Client Interview with Marketing Leadership
Offer & Background Verification

Apply Now

If you’ve launched B2B SaaS products from the ground up, know how to find and activate early users, and enjoy combining strategy with hands-on execution, we’d love to hear from you.

This role is ideal for a high-agency GTM operator who can build, launch, test, learn, and scale without waiting for a finished playbook.

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