Product Marketing & GTM Lead

• Go-to-Market (GTM) Lead – B2B SaaS Product Launch & Growth
• Full-Time | Remote | Flexible U.S. Business Hours

About the Role

At Pavago, one of our clients is hiring a Go-to-Market (GTM) Lead to own the strategy and hands-on execution of two upcoming B2B SaaS product launches .

This is not a coordination-only role. As the first GTM hire , you’ll build the go-to-market motion from the ground up — from positioning and messaging to beta acquisition, launch campaigns, demand generation, and repeatable GTM playbooks.

You’ll work directly with leadership in an early-stage startup environment where speed, experimentation, and ownership matter.

If you’ve launched B2B SaaS products before, thrive in ambiguity, and enjoy building from zero , this role is for you.

What You’ll Own

B2B SaaS Go-to-Market & Product Launch

• Own end-to-end GTM strategy and execution for two SaaS products
• Build launch plans covering:
• Positioning and messaging
• Target audiences
• Distribution
• User acquisition
• Demand generation
• Launch campaigns
• Personally execute GTM initiatives rather than simply managing them
• Use insights from the first product launch to improve the second
• Rapidly test, learn, and iterate based on market response

Beta User Acquisition

• Identify and recruit qualified beta users and early adopters
• Build and execute creative outbound and acquisition campaigns
• Engage directly with prospective users
• Develop relationships with early adopters and collect structured feedback
• Turn user insights into improvements across messaging, targeting, and launch strategy
• Drive early adoption and product engagement

Positioning, Messaging & Copywriting

• Develop clear positioning for each SaaS product
• Translate product capabilities into compelling customer value propositions
• Build messaging around:
• Customer pain points
• Use cases
• Differentiation
• Business outcomes
• Write high-converting copy for landing pages, emails, outreach, and launch campaigns
• Continuously refine messaging based on customer feedback and performance data

Demand Generation & Launch Campaigns

• Build and execute campaigns that generate awareness, users, and pipeline
• Create:
• Landing pages
• Email campaigns
• Outreach sequences
• User onboarding flows
• Launch materials
• Test different channels, audiences, offers, and messaging
• Track funnel performance and identify opportunities to improve conversion
• Coordinate with leadership and other stakeholders to keep launches moving quickly

GTM Systems & Playbooks

• Build GTM infrastructure from scratch
• Document:
• Launch processes
• Outreach workflows
• Messaging frameworks
• Experiments
• Performance insights
• Lessons learned
• Turn successful experiments into repeatable processes
• Build scalable playbooks that can support future product launches

Required Experience & Skills

• 4–8 years of experience across:
• Go-to-Market
• Product Marketing
• Growth Marketing
• Demand Generation
• Proven experience launching at least one B2B SaaS product end-to-end
• Experience working as an early GTM hire or in an early-stage startup environment
• Strong understanding of SaaS positioning, messaging, and customer acquisition
• Excellent copywriting and conversion-focused messaging skills
• Hands-on experience executing:
• Outreach campaigns
• Demand generation
• Product launches
• User acquisition
• Ability to build processes and systems from scratch
• Strong analytical mindset with the ability to learn from campaign and user data
• Comfortable working independently with minimal structure

Nice to Have

• Experience as an employee #1–5 GTM hire
• Early-stage B2B SaaS startup experience
• Product-led growth experience
• Experience running beta or early-access programs
• Founder-led marketing exposure
• Familiarity with:
• CRM platforms
• Marketing automation
• Email marketing platforms
• Landing page builders
• Experience developing repeatable GTM playbooks across multiple launches

What Makes You a Strong Fit

• You’ve actually launched SaaS products , not just supported launches
• You can move from strategy to execution without waiting for another team
• You’re comfortable building when there is no existing playbook
• You move quickly and iterate based on real customer feedback
• You’re equally comfortable writing messaging, recruiting beta users, launching campaigns, and analyzing results
• You thrive in high-ownership startup environments
• You care more about measurable outcomes than activity

What a Typical Day Looks Like

• Your day could start by reviewing beta acquisition and launch funnel performance, followed by refining product messaging based on user feedback.
• You might then build a new outreach sequence, improve a landing page, recruit beta users, analyze campaign conversion rates, and work with leadership on the next launch experiment.
• You’ll also document what worked, what didn’t, and how those learnings should influence the next campaign or product launch.
• In short: you take B2B SaaS products from pre-launch to market by owning positioning, acquisition, execution, experimentation, and growth.

Key Metrics for Success

• Successful and timely SaaS product launches
• Qualified beta users acquired
• Beta activation and engagement
• Launch funnel conversion rates
• Pipeline and demand generated
• Customer acquisition performance
• Speed of GTM experimentation and execution
• Quality and scalability of GTM systems and playbooks

Why This Role Stands Out

• First GTM hire with significant ownership
• Build the GTM function from the ground up
• Direct collaboration with startup leadership
• Own launches across multiple B2B SaaS products
• High autonomy over experimentation and execution
• Opportunity to shape positioning, acquisition, and growth strategy
• Growth potential into Head of Growth, Product Marketing Lead, or GTM Director

Interview Process

• Initial Application Review
• Spark Hire Intro Video
• Video Interview with Pavago Recruiter
• Client Interview with Marketing Leadership
• Offer & Onboarding

Apply Now

If you’ve successfully launched B2B SaaS products , know how to acquire early users, and thrive when building GTM systems from scratch, we’d love to hear from you.
Join a fast-moving startup environment where you’ll have direct ownership over how new products enter the market and grow.
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