Growth Product Manager, Activation

📍 San Francisco, CA // Washington DC // Miami, Florida // New York, NY | Full-Time

About Us

At State Affairs, we’re on a mission to redefine how state government is covered—delivering trusted, nonpartisan news and insights that matter. We don’t just report what’s happening; we provide the critical context and technology that help decision-makers act.

Think of us as the digital town hall for democracy. Our platform informs, empowers, and drives actions at the state level. And just like the democracy we cover, we value diverse perspectives, ensuring our work reflects the full spectrum of voices shaping state policy.

This product-driven growth role requires a mix of marketing, data analysis, and product thinking.

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Who We’re Looking For

You’ll own, build, and execute a growth-focused product marketing strategy that drives activation, feature adoption, and engagement. Your work will increase DAU/WAU (daily and weekly active users) and ensure more users fully adopt our product, setting the foundation for long-term retention and expansion.

What You’ll Own

• 🚀 Drive Activation & Feature Adoption
• Build and optimize onboarding flows, in-app messaging, and user journeys to increase activation rates.
• Work closely with Product, CS, and Engineering to ensure users quickly reach their "aha" moment and derive value from the platform.
• Leverage behavioral data to trigger the right message, at the right time, in the right channel (email, SMS, in-app, push).
• 🔬 Optimize User Experience & Engagement Loops
• Identify and remove friction points in the user journey that impact activation and engagement.
• Develop and test growth experiments that improve user conversion rates.
• Use A/B testing, analytics, and user feedback to continuously improve adoption and stickiness
• 🤝 Partner with Product & Marketing Teams
• Ensure seamless handoffs between Sales → Onboarding → Product to improve user retention.
• Collaborate with Data Analytics to extract actionable insights from user behavior patterns and implement targeted engagement strategies.
• Work with Product Managers to align messaging with feature development and roadmap priorities.
• 📊 Own the Metrics That Matter
• Increase DAU/WAU by ensuring more users consistently engage with the platform.
• Improve Activation Rate (engagement of new users).
• Drive Feature Adoption—ensure the right users are using key product capabilities at the right time.

You’ll Love This Role If…

• You thrive at the intersection of Product, Marketing, and Data. You think like a marketer but operate like a product manager.
• You’re obsessed with user experience. You don’t just want signups—you want engaged, activated users.
• You’re data-driven but customer-obsessed. You use behavioral triggers, A/B testing, and analytics to make decisions, not gut feelings.
• You move fast and iterate constantly. You’re always testing new ways to improve onboarding and feature adoption.

You’ll Hate This Role If…

• You prefer demand generation or top-of-funnel marketing. This is about activation, not lead gen.
• You don’t like working in the product itself. You’ll be deep in user flows, onboarding screens, and engagement automation.
• You avoid CRMs, automation tools, and analytics platforms. You’ll be hands-on with HubSpot, Pendo, Optimizely, and other similar tools.
• You don’t want to work cross-functionally. You’ll be partnering closely with Product, Engineering, Marketing, Design and Data.

What You’ve Probably Done

You don’t need to check every box, but you likely have most of these.

• Led growth-focused product marketing initiatives (onboarding, in-app engagement, etc.).
• Owned key activation & engagement metrics (DAU, WAU, adoption, etc.).
• Built and optimized onboarding experiences that drive user adoption and retention.
• Worked closely with Product & CS teams to align marketing with user behavior and product improvements.
• Run A/B tests & data-driven experiments to improve user engagement and feature adoption.
• Used SQL to query product and customer data, making data-driven marketing decisions.

Why You Should Consider Joining Us

• We already have momentum. This isn’t a turnaround job—we’re growing fast.
• We know what works. The foundation is there; now it’s time to scale.
• We execute, not overanalyze. If you’re about action, you’ll thrive here.

👉 Ready to build, test, and scale a growth engine? Let’s talk.

Equal Opportunity Employer

At State Affairs, we are committed to building a diverse and inclusive team that reflects the communities we serve. We welcome and encourage applicants from all backgrounds, experiences, and perspectives—regardless of race, gender, sexual orientation, age, disability, or veteran status.

We believe that different voices drive better decisions and innovation, and we are dedicated to fostering an environment where everyone feels valued, respected, and empowered to contribute.