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