--- title: 'Senior Manager, Product Lifecycle Marketing at Wave HQ' canonical: 'https://feeny.ai/job/senior-manager-product-lifecycle-marketing-wave-hq-toronto-2zv6azta26q4' type: 'job' last_seen: '2026-09-08' --- # Senior Manager, Product Lifecycle Marketing at Wave HQ - **Company:** Wave HQ - **Location:** Toronto, Canada - **Compensation:** $145k–$160k - **Employment:** full-time - **Work type:** remote - **Posted:** 2026-02-27 - **Last confirmed live:** 2026-09-08 - **Apply:** https://jobs.lever.co/waveapps/3cd7fd7e-c9ae-4928-bcb7-d43072e514ea ## Job description At Wave, we help small businesses to thrive so the heart of our communities beats stronger.  We work in an environment buzzing with creative energy and inspiration. No matter where you are or how you get the job done, you have what you need to be successful and connected. The mark of true success at Wave is the ability to be bold, learn quickly and share your knowledge generously. The Senior Manager, Product Marketing is a player–coach role responsible for leading, developing, and scaling the Product Marketing function at Wave. You will manage a team of Product Marketing Managers while owning strategic go-to-market execution across Wave’s product portfolio. This role ensures product marketing operates as a true growth engine. You’ll own the “why” and “what” behind Wave’s products—ensuring clear positioning, differentiated messaging, and strong go-to-market execution that drives adoption, conversion, and expansion in a PLG model. This is not your traditional Product Marketing role. Wave is a sales-free organization and operates in a product-led environment, so experience working in a PLG motion will be critical to success in this role. Here's how you'll make an impact: Product-Led Growth Enablement - Deliver PLG motion campaigns focused on customer value, free-to-paid conversion, usage-based expansion, and monetization levers. - Champion experimentation and learning across GTM and customer journeys. - Define activation and adoption milestones in partnership with Product and Data. - Partner with Product and Growth teams to ensure PMM insights are fully activated across journeys. Product Marketing Leadership & Team Management - Manage, mentor, and develop a team of Product Marketing Managers across Wave’s product lines (Accounting, Invoicing, Payments, Payroll). - Set strategy, priorities, and operating rhythms for the product marketing team. - Establish best practices, frameworks, and standards for positioning, messaging, and GTM excellence. - Act as a senior point of escalation for PMM initiatives. - Define success metrics for product marketing initiatives and drive continuous improvement. Portfolio & Go-to-Market Ownership - Own GTM strategy across major product launches, feature releases, and enhancements. - Partner with Product and Growth leadership to align launch plans with adoption and revenue goals. - Ensure launches/enhancements are supported across lifecycle, product education, enablement, and marketing channels. - Cross-Functional Influence & EnablementServe as the primary Product Marketing partner to Product, Growth, and Customer Experience. - Ensure internal teams are equipped with clear messaging, narratives, and enablement resources. You'll thrive here if you have: - Have 7–10+ years of product marketing experience in SaaS, with experience managing other PMMs. - Have operated in a product-led SaaS model and understand adoption-driven and lifecycle growth. - Are an effective people leader who can coach, scale, and inspire a team. - Are highly cross-functional and comfortable influencing without authority. - Expert at connecting positioning and GTM strategy directly to product usage, growth, and revenue outcomes. - Have empathy for small business owners and a strong customer-first mindset. At Wave, we value diversity of perspective. Your unique experience enriches our organization. We welcome applicants from all backgrounds. Let’s talk about how you can thrive here! Wave is committed to providing an inclusive and accessible candidate experience. If you require accommodations during the recruitment process, please let us know by emailing careers@waveapps.com. We will work with you to meet your needs. We use Google Gemini, a secure AI assistant, during interviews for note-taking purposes only. Notes are kept confidential and are not shared outside the hiring process. This allows our interviewers to stay fully focused on you during the conversation. This advertised posting is a current vacancy. ## About Wave HQ ## Company Overview - **One-liner**: Wave HQ provides simple, all-in-one financial software—accounting, invoicing, payments, and payroll—for small businesses and solopreneurs. - **Entity Type**: Private (backed by H&R Block; raised multiple funding rounds including a Series A) - **Headquarters**: Toronto, Ontario, Canada - **Founded**: 2010 - **Founders**: Not publicly available ## Core Business - **Primary industry**: Financial technology (FinTech) / Small business software - **Target customers**: B2B – small business owners, freelancers, and solopreneurs in the U.S. and Canada - **Mission/purpose statement**: “To help our customers and teams reach their goals with confidence and ease. Simply put, our purpose is to help you find your thrive.” ## Products & Services - **Wave Accounting**: Online bookkeeping software to track income/expenses, manage cash flow, and generate financial reports (SaaS). - **Wave Invoicing**: Create and send professional invoices and estimates, with customizable templates (SaaS). - **Wave Payments**: Secure online payment processing via credit card, bank transfer, or Apple Pay (integrated service). - **Wave Payroll**: Reliable payroll management for employees and contractors, handling tax compliance (SaaS). - **Wave Mobile App**: On‑the‑go companion for iOS and Android to manage invoices and payments (mobile app). - **Wave Pro Plan**: Premium tier unlocking additional features for advanced money management (subscription). ## Market Standing - **Valuation**: Not disclosed (parent company is H&R Block, Inc.) - **Key metric**: Annual revenue of **$78.2M** (LinkedIn estimate). Total funding of **~$22.3M** across multiple rounds (Series A, Venture, Seed). - **Notable investors/partners**: H&R Block (parent company); earlier investors from Series A, Venture, and Seed rounds (names not specified in search results). - **Growth signals**: - Serves **5.9 million small business owners** in the U.S. and Canada. - Processed **$21 billion in online payments and payroll** since 2012. - Sends **22.5 million invoices** and processes **1.5 billion accounting transactions** annually. - Active job postings increased **+28.6% YoY** (9 open roles as of latest data). - Key strategic hires in machine learning and growth marketing. ## Competitive Advantages - **Purpose‑built for non‑accountants**: Simple, user‑friendly interface designed for small business owners, not professional accountants. - **All‑in‑one platform**: Integrated accounting, invoicing, payments, and payroll in a single system, reducing tool switching. - **Strong security posture**: PCI‑DSS Level 1 Service Provider; 256‑bit SSL encryption for all connections. - **Free starter plan**: Low barrier to entry with a free tier, encouraging adoption and upsell to Pro Plan. - **Established brand trust**: 15+ years in market, backed by H&R Block, and trusted by millions of small businesses. ## Strategic Focus - **Artificial Intelligence & Machine Learning**: Hiring Machine Learning Engineers to enhance product intelligence (e.g., automation, insights). - **Growth Marketing**: Investing in product lifecycle marketing, organic growth, and web experience to drive customer acquisition and retention. - **Payroll & Payments expansion**: Continuing to deepen payroll and payment capabilities as high‑value add‑ons. - **Mobile experience**: Improving the mobile app to serve on‑the‑go small business owners. ## Why Work Here - **Flexible work model**: Remote‑first culture with “freedom to be flexible” – employees can define their ideal working style. Offices in Toronto, with distributed team across Canada, U.S., South Africa, and Bahamas. - **Competitive benefits**: 100% covered health benefits, Flex Fund for wellness and healthcare spending, and remote work support. - **Inclusive culture**: Employee‑led Thrive Networks to advance equity and community. Values include genuine, humble, inclusive, and compassionate. - **Growth opportunities**: Emphasis on continuous learning, sharing knowledge, and “challenge yourself, grow from the learnings”. - **Impactful mission**: Work directly helps underserved small business owners achieve financial confidence. ## Sources 1. [waveapps.com](https://www.waveapps.com/) – Product details, mission, and security info. 2. [waveapps.com/about-us/culture](https://www.waveapps.com/about-us/culture) – Culture page (flexibility, benefits, values). 3. [waveapps.com/about-us/about](https://www.waveapps.com/about-us/about) – Company stats, purpose, and backers. 4. [linkedin.com/company/wave-hq](https://linkedin.com/company/wave-hq) – Workforce data, revenue, funding, tech stack, and employee trends. 5. [jobs.lever.co/waveapps](https://jobs.lever.co/waveapps) – Current job openings and career info. ## Other roles at Wave HQ - [Senior Marketing Automation Specialist](https://feeny.ai/job/senior-marketing-automation-specialist-wave-hq-canada-cybxwj3eag85) — Canada - [Machine Learning Engineer](https://feeny.ai/job/machine-learning-engineer-wave-hq-canada-q0sgjznr4bqb) — Canada - [Group Product Manager - Core Services](https://feeny.ai/job/group-product-manager-core-services-wave-hq-toronto-7k9211wcp6px) — Toronto, Canada - [Accounting Associate](https://feeny.ai/job/accounting-associate-wave-hq-toronto-c6h6wnf5dzk3) — Toronto, Canada - [Senior Product Manager, Risk Operations](https://feeny.ai/job/senior-product-manager-risk-operations-wave-hq-canada-8z3ndy27vkce) — Canada - [Product Designer](https://feeny.ai/job/product-designer-wave-hq-canada-ptsj1pgkx28m) — Canada - [Director of Growth Marketing](https://feeny.ai/job/director-of-growth-marketing-wave-hq-toronto-7dfqd0c850av) — Toronto, Canada