Responsibilities

• Define and refine the ideal customer profile (ICP) for Yourgi Connect — starting with independent boarders, dog walkers, house sitters, and daycares running their business largely off phone, text, and DMs today
• Build the positioning and messaging framework for Connect, with a real competitive tension to solve: the alternative isn’t another software category, it’s "the way I’ve always done it." Messaging must win against inertia and phone/text booking, not against a competitor
• Own the go-to-market and launch plan for the "first 100 businesses free for 6 months" offer — the anchor mechanic for early adoption — partnering with GTM, Revenue, and SDR teams across our existing markets
• Translate product capabilities (booking widget, hosted booking page, Google listing booking button, calendar and pricing control, in-app messaging, Stripe payments, reviews) into value props that map to what providers actually care about: more revenue, time back, and bookings that come in while they’re off the clock
• Shape how Connect reassures a non-technical, possibly skeptical owner who’s never had a website, worries about losing control of their calendar or price, or doesn’t want to give up phone bookings — that this adds to their business rather than replacing how they run it
• Partner with Product on roadmap input, informed by direct signal from prospective and early Connect customers
• Develop launch assets: landing page copy, sales collateral, case studies (replacing the current placeholder testimonials), demo narratives, and campaign messaging in Yourgi’s brand voice
• Define and track success metrics for the launch — provider sign-ups, activation, booking volume, and pipeline contribution
• Act as the internal voice of the Connect customer, especially as we test messaging against a buyer who is meaningfully different from our existing pet-parent audience

Requirements

• 5+ years previous experience as product marketing manager for software sold into local/SMB service businesses — pet services software experience is a strong plus (grooming, boarding, veterinary, or similar vertical SaaS)
• A track record of taking a product from "built" to "launched and generating pipeline," ideally for a new product line or a 0-to-1 initiative, and ideally in a category-creation context (no direct competitor to point to, inertia as the real obstacle)
• Comfort building ICP and positioning from scratch, not just refining an existing framework
• Strong cross-functional muscles you’ll work daily with Product, GTM/Revenue, and SDRs, and need to keep all three aligned
• Sharp, adaptable writing — you can shift between speaking to a pet parent and speaking to an independent boarder, walker, or daycare owner who may not have a website
• A bias toward getting into the field: talking to prospective Connect customers, understanding their workflows, and using that to sharpen the pitch

Preferred

• Experience marketing to non-digitally native small business owners (verticals like home services, salons, or independent healthcare practices count too)
• Familiarity with local SEO, Google Business Profile, or other tools relevant to businesses establishing an online presence for the first time
• Experience launching a freemium or limited-time free-tier offer as an adoption lever
• Experience building sales enablement alongside an SDR or outbound team