Responsibilities

• TL;DR - Lovable's product-led growth motion has been core to its success, and messaging is one of the biggest levers we have to move users from signup to activation to expansion. This role owns that lever: the messaging and positioning strategy for the self serve journey.
• You'll own how we talk to self serve users at every stage, from the words in an onboarding email to the framing of an upgrade prompt.
• You'll partner closely with the Growth PM, who owns the growth roadmap and the product/experimentation strategy behind it, and with our Lifecycle team, who execute lifecycle campaigns day to day.
• Your job is to bring the messaging point of view: what story we should be telling at each stage, which positioning will land best with which segment, and what new content or messaging should be created to support the roadmap the Growth PM has set.
• Own messaging and positioning strategy for the self serve journey, from signup through activation and expansion.
• Partner with the Growth PM to translate their roadmap and experimentation priorities into strong, on-brand messaging, bringing your own point of view on framing and positioning rather than just executing briefs.
• Work hand in hand with the Lifecycle team on new content and messaging for email, in-app surfaces, and push notifications, ensuring everything reflects our positioning and voice.
• Develop clear point of view documents and messaging guidance for different self serve segments (solo founders, indie hackers, small teams) that inform both lifecycle content and broader growth campaigns.
• Write and refine copy for high leverage touchpoints: onboarding flows, activation nudges, upgrade prompts, and in-app messaging.
• Review and sharpen messaging coming out of experiments and campaigns, helping the team understand not just whether something worked, but why, from a messaging and positioning lens.

Requirements

• 6+ years of experience in product marketing, lifecycle marketing, or content/messaging roles.
• Experience at a high tech company.
• Direct experience writing messaging and positioning for a PLG or self serve product, ideally across the signup to paid to expansion journey.
• A track record of writing customer facing content, campaigns, or messaging that you can speak to in detail, and that you can point to measurable outcomes for.
• Experience partnering with product, growth, or lifecycle teams to bring messaging into their workflows, without owning the underlying roadmap or systems.
• Biased toward shipping and iterating on messaging quickly over lengthy planning cycles.

Preferred

• Experience working alongside lifecycle or CRM tools such as Braze, Iterable, or Customer.io, even if you weren't the one operating them.
• Familiarity with growth metrics and experimentation frameworks (PQLs, activation rate, feature adoption) enough to speak the same language as a Growth PM.
• Experience working with developer, startup, or solo builder audiences.
• Experience building messaging frameworks or toolkits that scaled across multiple teams.