Responsibilities

• Own the creator PLG strategy end to end, defining the self-serve acquisition model, funnel architecture, and channel mix that drives affiliate creator growth across Later Influence and Mavely.
• Set the annual and quarterly GTM plan for creator PLG, including goals, experimentation roadmap, and success metrics tied to creator signups, activation rates, and time-to-first-transaction.
• Map the full creator funnel from first awareness through onboarding and first meaningful action, identifying the highest-leverage drop-off points and owning the roadmap to improve them.
• Define where PLG and SLG motions intersect, building clear handoff criteria and shared pipeline logic with the Creator SLG team.
• Lead, in partnership with Marketing, conversion rate optimization across the creator acquisition funnel, including landing pages, signup flows, onboarding sequences, and in-product activation touchpoints.
• Build and run a structured experimentation program, including A/B and multivariate tests across messaging, creative, offers, and UX, with a clear process for prioritizing, running, and scaling winning tests.
• Partner with Product and Engineering to identify in-product growth levers, surface friction in the creator onboarding experience, and advocate for changes that improve activation rates.
• Lead, in partnership with Marketing, paid and organic acquisition channels (search, social, content, community, partnerships) with a PLG lens, optimizing toward self-serve signup and activation rather than lead volume.
• Serve as the primary growth marketing partner to Product, working closely with the product team to instrument the funnel, interpret behavioral data, and co-own activation metrics.
• Collaborate with the Creator SLG team to align on creator segmentation, shared acquisition goals, and the criteria that distinguish a PLG-appropriate creator from one who needs a sales-assisted touch.

Requirements

• 8+ years of experience in growth marketing, demand generation, or PLG roles with direct ownership of self-serve acquisition and activation funnels.
• Hands-on experience running structured experimentation programs (A/B testing, multivariate testing, CRO) with a track record of measurable funnel improvements.
• Background at a PLG-oriented company, developer tools business, consumer app, or creator economy platform, with firsthand understanding of self-serve onboarding and activation mechanics.
• Strong data orientation: you are comfortable in analytics tools, can define and instrument your own metrics, and use behavioral data to prioritize where to experiment next.
• Experience partnering closely with Product and Engineering teams to influence in-product growth levers, not just top-of-funnel channels.
• Proven ability to manage paid acquisition channels (search, social, video) with a PLG lens, optimizing toward activation outcomes rather than lead proxies.
• Experience managing and growing a team, with a track record of building experimentation-driven, collaborative functions.
• Strong written and verbal communication skills in English, including the ability to present funnel performance and growth strategy clearly to senior leadership.
• Familiarity with affiliate marketing, creator monetization models, or marketplace dynamics is a meaningful advantage.
• Experience with creator or developer community growth, including an understanding of what drives self-serve adoption in communities where trust and peer influence matter.