Job description

TL;DR - Lovable's product-led growth motion has been core to its success, and messaging is one of the biggest levers we have to move users from signup to activation to expansion. This role owns that lever: the messaging and positioning strategy for the self serve journey. You'll own how we talk to self serve users at every stage, from the words in an onboarding email to the framing of an upgrade prompt. You'll partner closely with the Growth PM, who owns the growth roadmap and the product/experimentation strategy behind it, and with our Lifecycle team, who execute lifecycle campaigns day to day. Your job is to bring the messaging point of view: what story we should be telling at each stage, which positioning will land best with which segment, and what new content or messaging should be created to support the roadmap the Growth PM has set. Why Lovable? Lovable is the software creation platform that gives people the power to act on the problems closest to them. For decades, turning an idea into software required so much capital, technical fluency, and time that many ideas never came to life. Lovable is the counterargument: a platform for all people with ideas, ambition, and problems worth solving. From solopreneurs to small business owners to teams at companies like Adidas and Zendesk, people have built over 60 million projects on Lovable since its launch in November 2024. And we’re just getting started. We’re building a generational company from Stockholm, with growing teams in London, Boston, New York, and San Francisco. Our team is small, talent-dense, and moving quickly, with a culture rooted in extreme ownership, high velocity, and low-ego collaboration. We look for people who care deeply, ship fast, and are eager to make a dent in the world. Lovable is one of TIME’s 100 Most Influential Companies and has been recognized on the Forbes AI 50 and CNBC Disruptor 50, reflecting our momentum as one of Europe’s fastest-growing AI companies and one of the most ambitious places to build in this next era of software. Who you are - A clear, sharp writer, able to explain a complex feature in an email subject line or an in app tooltip. - Strong at positioning: you can look at a user segment and a product moment and know what story will resonate. - Comfortable partnering closely with a Growth PM and a Lifecycle team without needing to own their roadmap or tooling. - Able to build cross functional trust and alignment without formal authority. - Curious about data and results, even if you're not the one running the experiments; you want to know what messaging is working and why. - Biased toward shipping and iterating on messaging quickly over lengthy planning cycles. What we’re looking for - 10+ years of experience in product marketing, lifecycle marketing, or content/messaging roles. - Experience at a high tech company. - Direct experience writing messaging and positioning for a PLG or self serve product, ideally across the signup to paid to expansion journey. - A track record of writing customer facing content, campaigns, or messaging that you can speak to in detail, and that you can point to measurable outcomes for. - Experience partnering with product, growth, or lifecycle teams to bring messaging into their workflows, without owning the underlying roadmap or systems. Preferred: - Experience working alongside lifecycle or CRM tools such as Braze, Iterable, or Customer.io customer.io, even if you weren't the one operating them. - Familiarity with growth metrics and experimentation frameworks (PQLs, activation rate, feature adoption) enough to speak the same language as a Growth PM. - Experience working with developer, startup, or solo builder audiences. - Experience building messaging frameworks or toolkits that scaled across multiple teams. What you’ll do - Own messaging and positioning strategy for the self serve journey, from signup through activation and expansion. - Partner with the Growth PM to translate their roadmap and experimentation priorities into strong, on-brand messaging, bringing your own point of view on framing and positioning rather than just executing briefs. - Work hand in hand with the Lifecycle team on new content and messaging for email, in-app surfaces, and push notifications, ensuring everything reflects our positioning and voice. - Develop clear point of view documents and messaging guidance for different self serve segments (solo founders, indie hackers, small teams) that inform both lifecycle content and broader growth campaigns. - Write and refine copy for high leverage touchpoints: onboarding flows, activation nudges, upgrade prompts, and in-app messaging. - Review and sharpen messaging coming out of experiments and campaigns, helping the team understand not just whether something worked, but why, from a messaging and positioning lens. - Build a shared messaging toolkit (voice, tone, positioning by segment, proof points) that Lifecycle and Growth can both draw from. - Represent the messaging and positioning perspective in growth planning, as a thought partner to the Growth PM rather than an owner of the roadmap itself. About your application Please submit your application in English. It’s our company language, so you’ll be speaking lots of it if you join. We treat all candidates equally - if you’re interested, please apply through our careers portal.

Requirements

Must-haves

Why Lovable?
A clear, sharp writer, able to explain a complex feature in an email subject line or an in app tooltip.
Strong at positioning: you can look at a user segment and a product moment and know what story will resonate.
Comfortable partnering closely with a Growth PM and a Lifecycle team without needing to own their roadmap or tooling.
Able to build cross functional trust and alignment without formal authority.
Curious about data and results, even if you're not the one running the experiments; you want to know what messaging is working and why.
Biased toward shipping and iterating on messaging quickly over lengthy planning cycles.
What we’re looking for
10+ years of experience in product marketing, lifecycle marketing, or content/messaging roles.
Experience at a high tech company.
Direct experience writing messaging and positioning for a PLG or self serve product, ideally across the signup to paid to expansion journey.
A track record of writing customer facing content, campaigns, or messaging that you can speak to in detail, and that you can point to measurable outcomes for.

Nice-to-haves

Experience working alongside lifecycle or CRM tools such as Braze, Iterable, or Customer.io http://Customer.io, even if you weren't the one operating them.
Familiarity with growth metrics and experimentation frameworks (PQLs, activation rate, feature adoption) enough to speak the same language as a Growth PM.
Experience working with developer, startup, or solo builder audiences.
Experience building messaging frameworks or toolkits that scaled across multiple teams.
What you’ll do
Own messaging and positioning strategy for the self serve journey, from signup through activation and expansion.
Partner with the Growth PM to translate their roadmap and experimentation priorities into strong, on-brand messaging, bringing your own point of view on framing and positioning rather than just executing briefs.
Work hand in hand with the Lifecycle team on new content and messaging for email, in-app surfaces, and push notifications, ensuring everything reflects our positioning and voice.
Develop clear point of view documents and messaging guidance for different self serve segments (solo founders, indie hackers, small teams) that inform both lifecycle content and broader growth campaigns.
Write and refine copy for high leverage touchpoints: onboarding flows, activation nudges, upgrade prompts, and in-app messaging.
Review and sharpen messaging coming out of experiments and campaigns, helping the team understand not just whether something worked, but why, from a messaging and positioning lens.
Build a shared messaging toolkit (voice, tone, positioning by segment, proof points) that Lifecycle and Growth can both draw from.

Application prep

Use the role’s language and application details while tailoring your materials.

Keywords to mirror

Platform: ashby
Effort: quick

Benefits

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