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