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
• Experience developing repeatable GTM playbooks across multiple launches

What Makes You a Strong Fit

• You’ve actually launched SaaS products, not just supported launches
• You can move from strategy to execution without waiting for another team
• You’re comfortable building when there is no existing playbook
• You move quickly and iterate based on real customer feedback
• You’re equally comfortable writing messaging, recruiting beta users, launching campaigns, and analyzing results
• You thrive in high-ownership startup environments
• You care more about measurable outcomes than activity

What a Typical Day Looks Like

Your day could start by reviewing beta acquisition and launch funnel performance, followed by refining product messaging based on user feedback.

You might then build a new outreach sequence, improve a landing page, recruit beta users, analyze campaign conversion rates, and work with leadership on the next launch experiment.

You’ll also document what worked, what didn’t, and how those learnings should influence the next campaign or product launch.

In short: you take B2B SaaS products from pre-launch to market by owning positioning, acquisition, execution, experimentation, and growth.

Key Metrics for Success

• Successful and timely SaaS product launches
• Qualified beta users acquired
• Beta activation and engagement
• Launch funnel conversion rates
• Pipeline and demand generated
• Customer acquisition performance
• Speed of GTM experimentation and execution
• Quality and scalability of GTM systems and playbooks

Why This Role Stands Out

• First GTM hire with significant ownership
• Build the GTM function from the ground up
• Direct collaboration with startup leadership
• Own launches across multiple B2B SaaS products
• High autonomy over experimentation and execution
• Opportunity to shape positioning, acquisition, and growth strategy
• Growth potential into Head of Growth, Product Marketing Lead, or GTM Director

Interview Process

1. Initial Application Review
2. Spark Hire Intro Video
3. Video Interview with Pavago Recruiter
4. Client Interview with Marketing Leadership
5. Offer & Onboarding

Apply Now

If you’ve successfully launched B2B SaaS products, know how to acquire early users, and thrive when building GTM systems from scratch, we’d love to hear from you.

Join a fast-moving startup environment where you’ll have direct ownership over how new products enter the market and grow.

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