Product Marketing & GTM Lead
Go-to-Market (GTM) Lead – B2B SaaS Product Launch & Growth
Full-Time | Remote | Flexible U.S. Business Hours
About the Role
At Pavago , one of our clients is hiring a Go-to-Market (GTM) Lead to own the strategy and hands-on execution of two upcoming B2B SaaS product launches .
This is not a coordination-only role. As the first GTM hire , you’ll build the go-to-market motion from the ground up — from positioning and messaging to beta acquisition, launch campaigns, demand generation, and repeatable GTM playbooks.
You’ll work directly with leadership in an early-stage startup environment where speed, experimentation, and ownership matter.
If you’ve launched B2B SaaS products before, thrive in ambiguity, and enjoy building from zero , this role is for you.
What You’ll Own
B2B SaaS Go-to-Market & Product Launch
- Own end-to-end GTM strategy and execution for two SaaS products
- Build launch plans covering:
- Positioning and messaging
- Target audiences
- Distribution
- User acquisition
- Demand generation
- Launch campaigns
- Personally execute GTM initiatives rather than simply managing them
- Use insights from the first product launch to improve the second
- Rapidly test, learn, and iterate based on market response
Beta User Acquisition
- Identify and recruit qualified beta users and early adopters
- Build and execute creative outbound and acquisition campaigns
- Engage directly with prospective users
- Develop relationships with early adopters and collect structured feedback
- Turn user insights into improvements across messaging, targeting, and launch strategy
- Drive early adoption and product engagement
Positioning, Messaging & Copywriting
- Develop clear positioning for each SaaS product
- Translate product capabilities into compelling customer value propositions
- Build messaging around:
- Customer pain points
- Use cases
- Differentiation
- Business outcomes
- Write high-converting copy for landing pages, emails, outreach, and launch campaigns
- Continuously refine messaging based on customer feedback and performance data
Demand Generation & Launch Campaigns
- Build and execute campaigns that generate awareness, users, and pipeline
- Create:
- Landing pages
- Email campaigns
- Outreach sequences
- User onboarding flows
- Launch materials
- Test different channels, audiences, offers, and messaging
- Track funnel performance and identify opportunities to improve conversion
- Coordinate with leadership and other stakeholders to keep launches moving quickly
GTM Systems & Playbooks
- Build GTM infrastructure from scratch
- Document:
- Launch processes
- Outreach workflows
- Messaging frameworks
- Experiments
- Performance insights
- Lessons learned
- Turn successful experiments into repeatable processes
- Build scalable playbooks that can support future product launches
Required Experience & Skills
-
4–8 years of experience across:
- Go-to-Market
- Product Marketing
- Growth Marketing
- Demand Generation
- Proven experience launching at least one B2B SaaS product end-to-end
- Experience working as an early GTM hire or in an early-stage startup environment
- Strong understanding of SaaS positioning, messaging, and customer acquisition
- Excellent copywriting and conversion-focused messaging skills
- Hands-on experience executing:
- Outreach campaigns
- Demand generation
- Product launches
- User acquisition
- Ability to build processes and systems from scratch
- Strong analytical mindset with the ability to learn from campaign and user data
- Comfortable working independently with minimal structure
Nice to Have
- Experience as an employee #1–5 GTM hire
- Early-stage B2B SaaS startup experience
- Product-led growth experience
- Experience running beta or early-access programs
- Founder-led marketing exposure
- Familiarity with:
- CRM platforms
- Marketing automation
- Email marketing platforms
- Landing page builders
- Expe