Senior Product Manager - Growth - Xero

Job Title: Senior Product Manager - Growth
Job Location: Copenhagen
Job Listing URL: https://jobs.lever.co/xero/91e7ca9c-9b08-4121-bfd2-5cb0516f9333
Job Description: Scheduling isn't simply filling shifts. It's finding the sweet spot that enables businesses to grow and team members to enjoy the perfect work/life balance.

At Planday from Xero, we aim to use Agentic AI to build a future where managers can seamlessly free up invaluable time for their business and teams. We're not just building software: we're on a mission to make shift work more human, to change work/life balance from a luxury to a reality for all shift workers. We're using advanced technology to help humans reach their full potential. At work and in life.

Founded in 2004, Planday is headquartered in Copenhagen, Denmark and helps create perfect schedules for hundreds of thousands of users across the world.

About this role

We are looking for a strategic and analytical Senior Product Manager, Growth to lead our Product-Led Growth (PLG) initiative, focusing specifically on the front-of-funnel user journey. In this critical, high-impact role, you will own the process of converting prospective users into activated, retained customers by identifying and systematically removing friction across the early user experience. You will be instrumental in defining the growth strategy, fostering cross-functional alignment, and championing the Growth Flywheel as a core operational model for the business.
How you’ll make an impact
Own and Champion the PLG Strategy: Define the strategic vision for the Acquisition and Activation stages, focusing on the self-serve experience (website, sign-up, and onboarding). You'll serve as the primary evangelist for Product-Led Growth, ensuring all product decisions maximize the user's initial value experience (Time-to-Value or TTV).
Drive the Growth Flywheel: Actively connect top-of-funnel initiatives (acquisition) with middle-funnel goals (activation/conversion) to build a compounding, sustainable Growth Flywheel.
Establish and Hit Leading Metrics: Define the key leading growth metrics for the front-of-funnel (e.g., Activation Rate, Free-to-Paid Conversion, CAC) and be fully accountable for meeting aggressive goals against those targets.
Lead Data-Driven Experimentation: Design, prioritize, and manage a high-velocity A/B testing and experimentation roadmap. You must apply scientific rigor to all growth initiatives, using data (including SQL) to generate hypotheses, measure results, and inform iteration.
Front-of-Funnel Optimization: Own and continuously optimize all user touch points from first click through initial product use, including the corporate website, key marketing pages, sign-up flows, and initial product setup/onboarding experience.
Strategic Stakeholder Alignment: Build strong, collaborative relationships with leaders across Marketing, Sales, and Engineering. Clearly articulate the Growth roadmap, manage expectations, and influence product priorities to ensure full organizational alignment on PLG goals, especially around identifying and handing off Product-Qualified Leads (PQLs) to sales.
What you’ll bring with you
Experience:
- 5+ years of experience in Product Management, with a minimum of 3 years focused specifically on Growth, Conversion, and/or PLG in a SaaS environment.
- Proven track record of defining, executing, and delivering significant, measurable improvements in front-of-funnel metrics (e.g., signup completion rate, activation rate, PQL volume).
- Deep expertise in Product-Led Growth (PLG) strategies, freemium models, and optimizing the self-serve user experience.
- Strong analytical and quantitative skills; expert proficiency with web and product analytics tools (e.g., Tableau, Mixpanel, Snowflake, etc.).
- Excellent ability to operate at a strategic level while maintaining a detail-oriented focus on defining and executing the product backlog.
Leadership & Mindset:
- A strategic, curious, and skeptical mindset that relentlessly questions assumptions and validates opportunities through experimentation.
- Exceptional written and verbal communication skills with a proven ability to manage, influence, and align high-level stakeholders across technical and business functions.
- A passion for building and nurturing a strong growth culture within the product and engineering teams.

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