The posting
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:
- 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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