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Pennylane is a fast-growing fintech serving French SMEs and accounting firms with accounting and financial software. The company has raised €225M (including from Sequoia), grown to 850+ employees across 25+ nationalities, and serves 700,000+ SMEs and 4,500+ accounting firms. You will own the free-to-paid monetization journey for SMEs, including how they discover paid value, when and where upgrades are proposed, and how they purchase (plan upgrades, additional seats, add-ons, Pro Account openings). You'll define shared upgrade surfaces (paywalls, upsell moments, upgrade guidelines) for a consistent experience across the product and establish clear monetization outcomes (product-driven upgrades and MRR) with baselines, targets, and decision rules you define and steer.
You'll spend significant time understanding why SMEs pay or don't through interviews, user research, and hands-on data analysis (SQL, Amplitude, Metabase). You'll run monetization as an experiment-led practice: one cohort, one hypothesis, one metric, and a stop criterion defined upfront. Weekly hypothesis testing rather than long shaping cycles. You'll define your OKRs and roadmap with company objectives in mind, working closely with a Product Designer and product-centered engineers using an MVP approach. You'll collaborate with PMs owning other product scopes (invoicing, expenses, banking, etc.), bringing the monetization lens and shared upgrade surfaces to help them place paid moments in their flows—much of your impact comes from influence without authority. You'll measure impact and align on what to ship, to whom, and when.
Within one month, you'll learn the company, product, accounting industry, and accountant channel, and understand the current funnel. Within three months, you'll have built a clear view of the monetization funnel for priority segments, shipped and analyzed first experiments, and impacted at least one OKR. Within six months, you'll be autonomous at defining OKRs and roadmap, built a shared approach to upgrade surfaces used by several squads, and be sharing learnings and playbooks. Beyond six months, as the product team doubles in size, you'll have opportunities to recruit and mentor new PMs, take on project leadership, and shape how monetization is organized.
Pennylane offers remote work from anywhere in Europe (with contract allowance), company shares, home office budget and coworking allowance, access to 8,000 fitness spaces in Europe via Gymlib, language learning via Busuu, latest Apple equipment, and a vibrant social community. France-based employees receive 10 additional days off, lunch credits (Swile), and healthcare coverage (Alan Blue).
REQUIREMENTS:
- Proven experience in monetization, conversion, or growth in freemium or self-serve B2B SaaS (free-to-paid, upgrade, expansion) with measurable results
- Experiment-led mindset: turn problems into testable hypotheses, design clean experiments (cohort, metric, stop criterion), decide fast on signals
- Highly data-driven and hands-on: run end-to-end analyses from SQL queries to dashboards and conclusions; fluent in Amplitude or equivalent; size opportunities and read experiment results independently; comfortable with imperfect data
- Strong user research skills and product sense: develop conviction about what drives users to upgrade
- Strong, structured communication to convince, get buy-in, embark squads, build relationships with commercial teams, talk to users regularly
- Ability to navigate and simplify complex problems: understand, vulgarize, break into small pieces
- Hands-on, willing to step outside traditional PM role (upgrade copy, lifecycle messages, team enablement)
- Past experience in Product Management at a scale-up or large tech company required (ideally with strong product culture)
- Comfortable with accounting complexity; accounting experience not required but curiosity essential
- Nice to have: exposure to pricing & packaging, banking, or payment products
