About Rypple (by Betterworks) Rypple is an AI-native platform built for the 200 million managers who have never had access to real coaching or structured leadership support. We deliver personalized, on-demand AI coaching that meets managers in the flow of work, helping them prepare for 1:1s, navigate difficult conversations, give better feedback, and lead with greater confidence. Recognized as a Top AI-Powered Manager Enablement Platform and recently acquired by Betterworks, Rypple is entering its next phase of growth with serious momentum. The Role Rypple (by Betterworks) is looking for a Sr. Manager, Product-Led Growth to own the full demand to advocacy flywheel from first impression to loyal, referring user. This is a high-impact PLG role that sits at the intersection of marketing and product, and is designed for someone who thinks in systems, moves fast, and gets genuinely excited about figuring out how growth actually happens. You'll be responsible for driving user demand, sign-ups, product activation, adoption, and retention, and for designing and iterating on the referral and viral growth loop that turns every happy manager into a source of new users. This isn't a role for someone who wants to run campaigns in isolation. You'll work closely with Product to ensure the in-app experience supports growth outcomes, and you'll use data relentlessly to understand what's working and what isn't. What You'll Own Product-Led Demand Generation & Acquisition Develop and execute a multi-channel demand generation strategy targeting managers and anyone who leads a team across content, paid, partnerships, and community. (Note: mid-market and upper mid-market HR / Talent leaders and L&D buyers will follow, but initial motion is focused squarely on people managers) Build and manage top-of-funnel pipelines through organic and LLM search, social, email, and other channels relevant to the leadership development and manager enablement space Craft messaging and positioning that resonates with the core Rypple audience: managers who are under-supported, time-poor, and hungry for practical guidance Run experiments across channels, rapidly testing and iterating on what converts Signup & Activation Own the conversion funnel from landing page through first meaningful product moment ensuring the path to value is short, clear, and compelling Partner with product to design and optimize the onboarding experience, reducing time-to-value and increasing activation rates Identify and remove friction points in the signup and early-use journey through analysis, user research, and A/B testing Define and track activation milestones that correlate with long-term retention Retention & Engagement Develop lifecycle marketing programs (email, in-app, push) that keep users engaged and progressing in their leadership development Work with Product to surface moments of value that reinforce habit formation and deepen user investment in the platform Monitor retention cohorts and churn signals, building interventions that address disengagement early Contribute to the development of features and nudges that drive weekly active usage Referral & Viral Growth Loop Design, build, and optimize Rypple's referral growth loop, identifying the natural moments where managers want to share, and making it frictionless to do so Explore and test network-effect-based growth models specific to the management and team context (e.g., team invites, shared coaching moments, manager-to-manager recommendations) Build referral mechanics that align incentives authentically with how managers talk about tools they trust Instrument and measure viral coefficient, referral conversion, and downstream retention of referred users Analytics & Reporting Own the growth metrics dashboard: CAC, activation rate, DAU/MAU, NPS, referral rate, retention curves, and LTV Build a culture of experimentation with proper hypothesis framing, test design, and result analysis Report growth performance to leadership with a clear narrative on what's driving results and what's next What We're Looking For Hands-on experience with product-led growth programs, owning not just demand creation but also product onboarding, adoption, and retention 5–7 years in growth, product marketing, or demand generation roles in product-led SaaS companies Demonstrated experience owning a full funnel; not just one part of it Comfort working in early-stage or scaling environments where there’s no playbook (yet) and you’ll have to build the plane while flying it Skills & Mindset Strong analytical instincts; you're comfortable with data and can build your own analysis Product intuition; you think about user behavior, not just campaign metrics, and can collaborate meaningfully with a product team Excellent written communication; you can write copy that converts and briefs that inspire Systems thinker who can see how acquisition, activation, and retention connect into a cohesive growth engine Bias toward action with disciplined follow-through; you run experiments quickly but learn from them carefully Bonus Points Experience in HR tech, people management tools, or the L&D/coaching space Experience building or scaling a referral program from scratch Background that spans both marketing and product roles Why This Role, Why Now Rypple is at an inflection point. The product has proven its value with early users, the market for AI-powered manager support is rapidly expanding, and the recent Betterworks acquisition provides enterprise reach alongside Rypple's grassroots, manager-first motion. This is the moment to build the growth engine that takes Rypple from a promising product to a platform that managers everywhere rely on and refer to their peers. The person who takes this role will have real ownership, real impact, and a front-row seat to building something genuinely new in the leadership development space. What We All Do * All employees share the responsibility of being aware of information security risks and adhering to information security policies and procedures * All employees are required to participate in information security awareness and training programs * All employees are responsible for handling data in accordance with data classification and handling guidelines. Employees should be aware of the sensitivity of the data they interact with and follow appropriate security measures * All employees have a responsibility for reporting information security incidents in accordance with information security policies and procedures What Makes Betterworks Unique At Betterworks, we prioritize our people. In that spirit, we’ve put together a great benefits program to support our employees’ health and wellness that includes the following: Leadership: CEO Doug Dennerline is truly a mission-driven leader. He has been a sales leader for over 25 years and has a direct impact on the work people do every day. Funding: $129 million, Serious B with top-tier investors, including Kleiners Perkins, Emergence Capital, and 8VC. Board of Directors: Includes iconic executive John Doerr (introduced OKRs to Google), Bruce Felt (Founder of Renaissance Software and a servant leader to various private and public companies), Bing Gordon (Technology Venture Capitalist and history of serving on several high-profile Boards of Directors including Amazon, Duolingo and Zynga) and Jason Green (Founder Emergence Capital and Greenbridge Foundation) and Gaby Toledano (seasoned executive with nearly three decades of strategic HR and operations leadership at premier enterprise and consumer organizations). Product: Selected by Lighthouse Research & Advisory and UNLEASH America, Betterworks has officially been named a 2026 HR Tech Award winner for Best Comprehensive Talent Management Solution. Also, Betterworks wins Newsweek's AI Impact Award for Best Outcomes in HR, 2025. Mission Driven: Our mission is to provide the expertise and technology that companies need to inspire, develop, and activate their workforce to meet today’s goals and be ready for tomorrow’s challenges. We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We are committed to an inclusive and diverse Betterworks. We believe that different perspectives lead to better ideas, and better ideas allow us to better understand the needs and interests of our diverse, global Betterworks Community. We welcome people of different backgrounds, experiences, abilities and perspectives and are an equal opportunity employer.