PLG Growth Manager

Core Responsibilities

1. Trial Lifecycle and Activation

• Define what trial success looks like: set activation milestones, instrument the funnel, and report on conversion performance weekly

• Map the full trial journey from signup through first pipeline to the aha moment and conversion, identifying every point where intent drops

• Build dashboards connecting trial activation to conversion to ARR influence

• Design and run lifecycle communications: onboarding email sequences, in-app nudges, and re-engagement flows tied to behavioral triggers

• Act as the internal voice of the trial user in Product, GTM, and leadership conversations

2. Conversion Rate Optimization

• Synthesize behavioral data (session recordings, funnel drop-off, in-app event data) into structured conversion hypotheses with clear success metrics

• Design and execute Conversion Rate Optimization across onboarding flows, signup pages, and trial touchpoints with documented methodology and learnings

• Partner with Design on landing page variants for high-intent entry points such as use-case pages, competitor comparison pages, and ICP-segment pages. You define the hypothesis and copy; Design executes

• Maintain a rigorous experiment log: hypothesis, variant rationale, statistical methodology, results, and learnings. Every test is a learning asset

3. Product and GTM Partnership

• Surface structured, prioritized insights from trial users into the roadmap process weekly

• Build technically credible trial-stage collateral: setup walkthroughs, migration guides, competitive comparison assets written for data practitioners, not buyers

• Create and maintain a weekly product to GTM feedback brief synthesizing signals from trials, support tickets, deal reviews, and customer conversations

• Support competitive displacement motions with proof-of-concept content and trial-stage enablement assets

What You Need to Bring

Non-Negotiable

• 4–7 years across Product Marketing, Growth, or PLG at a B2B SaaS company with direct ownership of a trial or self-serve conversion program and measurable outcomes

• Hands-on data background: you have worked as or closely alongside a Data Engineer, Analytics Engineer, or Data Scientist, and can write for that audience without translation

• Strong understanding of PLG mechanics: activation frameworks, aha-moment design, in-product lifecycle marketing, and trial funnel instrumentation

• Behavioral analytics skills: Amplitude, Mixpanel, or PostHog for funnel and activation tracking; Hotjar or FullStory for session analysis

• Experimentation discipline: you have designed and run A/B tests with proper statistical methodology, not just changed the button color

• Lifecycle marketing execution: you have built email sequences or in-app messaging tied to behavioral triggers, not just calendars

• Clear technical writing: you can produce a migration guide and a conversion hypothesis in the same week

Strong Advantage

• Familiarity with PLG tools: in-app messaging (Appcues, Pendo, or equivalent), lifecycle email (Customer.io, Braze), and interactive demos (Arcade, Navattic, Storylane)

• Experience with competitive displacement at the trial stage, building proof-of-concept content that moves a Fivetran or Airbyte user toward a switch decision

• Basic HTML/CSS comfort to push copy changes or CTA edits without filing a ticket