Responsibilities

• Own strategy and messaging across the full customer lifecycle—from acquisition (point of entry through conversion and activation) to expansion (progression across products and platform)—translating ICP definitions into entry points, progression paths, and conversion strategies across the funnel.
• Design and optimize acquisition journeys that move prospects from first touch through conversion, and expansion journeys that drive customers toward multi-product adoption—reducing time-to-value and time-to-expansion across both self-serve and sales-assisted motions.
• Define lifecycle stages, key moments, and behavioral triggers that shape how customers experience and progress through each stage—producing journey blueprints the broader GTM system can execute against.
• Partner with Pricing & Packaging to ensure journey strategy reinforces platform positioning and pricing communication at key conversion and upsell moments.
• Partner with Product, Growth Marketing, Revenue, and other PMM teams to design and prioritize growth strategies across the funnel—focusing on the highest-impact opportunities to improve acquisition efficiency, conversion velocity, and expansion revenue.
• Define how and when customers grow across the platform: target audiences, messaging by lifecycle stage, and the behavioral signals and triggers that drive movement between products and stages.
• Build growth strategy and prioritization frameworks that guide where the team invests—balancing entry path optimization, ICP-based segment targeting, and expansion opportunity sizing.
• Serve as the business owner for your funnel area: set goals, track performance, communicate results to leadership, and continuously raise the bar on what good looks like.
• Define and prioritize hypotheses across your funnel area—partnering with Growth, Product, and Data to design tests, execute them, and translate results into system improvements that compound over time.
• Produce and maintain an experimentation roadmap: prioritized tests, learnings, and optimization recommendations across acquisition and expansion that keep the team moving at velocity.

Requirements

• Minimum of 6 years in product marketing, growth marketing, or a related B2B SaaS function, with a track record of owning funnel strategy and driving measurable outcomes.
• Outstanding storyteller: synthesize customer, market, and data signals into clear narratives tailored to different audiences—from prospects to senior leadership.
• Data-driven with customer empathy: combine intuition with rigorous analysis and regularly go to the source—customer interviews, sales calls, win/loss reviews.
• Deep familiarity with hybrid self-serve and sales-assisted GTM motions; SMB buyer experience strongly preferred.
• Fluent in the metrics that matter: funnel conversion rates, CAC efficiency, time-to-value, NRR, ARPC, and lifecycle progression rates.
• Proven ability to influence cross-functional stakeholders—Product, Sales, and Marketing leadership—without direct authority.
• Ownership mentality: you take initiative without being asked and are scrappy and resourceful in fast-moving, ambiguous environments.
• Experience in HR tech, fintech, payroll, or adjacent SMB platforms is a plus.

Benefits

• For more information about Justworks’ Total Reward Philosophy, including all of the perks and benefits we are proud to offer our team members, please visit Total Rewards @ Justworks .