Homebase

Senior Growth Product Manager (Hybrid)

Homebase • $110K — $130K *
Toronto, ON M3C 0E3Hybrid
Consumer Technology
8 - 10 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 8+ years of product management experience, including 3 years in PLG, growth, onboarding, or activation in a B2B SaaS environment
  • Proven track record managing the complete PLG funnel with quantifiable results
  • Familiarity with freemium models, self-serve funnels, and trial experiences
  • Experience with behavioral analytics tools like Amplitude or Mixpanel for funnel reporting
  • Hands-on in designing A/B tests and interpreting data
  • Strong cross-functional influence with Engineers and Designers
  • Data-driven mindset with capability to analyze and communicate metrics effectively

Responsibilities

  • Own and enhance the first 30 days of the customer experience, focusing on onboarding and activation
  • Increase conversion rates throughout the signup-to-activation process, minimizing drop-offs
  • Create and optimize onboarding tools like in-product guidance and interactive tours
  • Track and improve crucial growth metrics, such as trial-to-paid conversion rates and CAC
  • Implement a robust experimentation program using A/B tests and analytics tools
  • Develop and execute a product strategy prioritizing AI features for onboarding
  • Collaborate across departments to align product-led growth initiatives with revenue goals

Benefits

  • Stock options with a 4% company match in TFSA/RRSP
  • Comprehensive medical, dental, and vision coverage for employees and dependents
  • Flex time off, company holidays, and designated focus periods
  • Access to paid AI tools to bolster creativity and development
  • Maternity/Parental Leave EI top-up after 6 months of service
  • Work From Anywhere Month and yearly meeting-free weeks
  • Life insurance plus short/long-term disability coverage
  • Team meals, offsite events, and Customer Days
  • Mandatory in-office collaboration days on Tuesdays and Wednesdays
Full Job Description
We're looking for a Senior Product Manager, Growth, to own and scale our customers' first 30 days with Homebase. You'll drive the strategy, vision, and execution of onboarding and activation experiences that accelerate time-to-value, maximize engagement, and unlock long-term revenue impact. This is an AI-first, data-rich role: you'll be expected to ship AI features and prove they actually work through rigorous evaluation, not just intuition.

This is a high-visibility, high-impact role, designed for a product leader who can balance strategy, execution, and cross-functional influence.

These are the key ways you'll contribute and create impact in this role:
  • Own the end-to-end first 30-day customer experience - defining the product strategy, vision, and roadmap to accelerate onboarding, activation, and early engagement for both business owners and their employees
  • Drive signup-to-activation conversion, reducing drop-off across the free trial funnel (pre-trial, freemium, and paid conversion stages)
  • Design and optimize self-serve onboarding flows, in-product guidance, progress checklists, interactive product tours, and contextual tooltips that drive users to their "aha moment" faster
  • Own and improve key growth metrics, including activation rate, trial-to-paid conversion rate, time-to-value, and customer acquisition cost (CAC)
  • Run a high-velocity experimentation program - design A/B tests, analyze results, and iterate rapidly on onboarding and activation hypotheses using behavioral analytics tools (Amplitude, Statsig, etc.)
  • Define and execute an AI-first product strategy for onboarding
  • Partner cross-functionally with Engineering, Design, Marketing, Sales, and GTM leadership to align PLG initiatives with go-to-market motions and new customer revenue goals
  • Collaborate with Marketing and GTM on lifecycle messaging and in-product nudges that re-engage users who have gone dark during their trial period
  • Bring a strong point of view on freemium model optimization - understanding how to move users from free to paid through product experience, not just sales or marketing


The Foundation for Success - These are the experiences and strengths that will set you up for success in this role:
  • 8+ years of product management experience, with at least 3 years in a dedicated PLG, growth, onboarding, or activation role at a B2B SaaS company
  • Proven ownership of the full PLG funnel - signup, onboarding, activation, free trial conversion - with quantifiable results (e.g., "improved signup-to-activation rate by X%")
  • Deep familiarity with PLG mechanics: freemium models, self-serve funnels, trial experiences, and in-app upgrade flows
  • Hands-on experience with behavioral analytics tools such as Amplitude, Mixpanel, or similar; comfortable building and interpreting funnel reports, activation cohorts, and retention curves without needing a data analyst to do it for you
  • Demonstrated experimentation chops - has designed and shipped A/B tests, understands statistical significance, and can articulate what they learned and changed as a result
  • Strong stakeholder management and cross-functional influence - has worked directly with Engineers and Designers as primary stakeholders (not marketing or ad teams) and can align executives around a growth vision without direct authority
  • Data-driven decision maker - lives in the metrics, can tell the story of a funnel from top to bottom, and knows when to trust data vs. qualitative signal


The Homie Way - These principles guide everything we do-from how we work and make decisions to how we show up for each other.
  • Be Customer Obsessed - Solve problems with empathy and creativity.
  • Move Fast, Learn Fast - Experiment, take action, and grow every day.
  • Own Your Impact - Think big, focus on what matters, and make decisions you stand behind.
  • Master Your Craft - Excellence fuels impact-show up, step up, and make your mark.
  • Win Together - Put goals over roles, lead with trust, and connect to our mission and each other.


What We Offer
  • Ownership & Savings: Stock options + TFSA/RRSP with 4% company match
  • Health & Wellness: Comprehensive medical, dental, and vision for you and your dependents
  • Time Flexibility: Flex time off + company holidays + designated focus periods
  • AI access, for real: We invest in builders and believe that curiosity shouldn't have a paywall. That means you'll have access to paid AI tools with minimal restrictions, so you can build, experiment, and level up your craft.
  • Family Support: Maternity/Parental Leave EI top-up support offered (after 6 months of service)
  • Work Your Way: Work From Anywhere Month + meeting-free weeks yearly
  • 🛡 Protection Plans: Life insurance + short/long-term disability coverage
  • Workspace Perks: Meals provided, team offsites, and Customer Days
  • Our Hybrid Rhythm: We believe collaboration drives impact. That's why Tuesday and Wednesday are our required in-office days-a time to move faster as a team, build deeper connections, make better decisions, and build together.

About Homebase

Homebase is a British home improvement retailer and garden centre with stores across the United Kingdom and Ireland. Founded in 1979 by Sainsbury's and GB-Inno-BM, the company was owned by Home Retail Group from 2006 until it was sold to the Australian conglomerate Wesfarmers in 2016. In 2018, the company was sold again to Hilco Capital, a British retail restructuring specialist. Homebase sells a range of products for the home and garden, including DIY supplies, furniture, and home decor.
Learn more about Homebase
Size
1,000 employees
Industry
Retail & Consumer Goods
Founded
2016
* Ladders Estimates

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