Responsibilities

• Own audience development end-to-end: identify who we’re building for, understand how they discover and evaluate tools like ours, and design the motion that gets them to value fast
• Build a PLG engine: optimize the funnel from first touch, to trial, to activation, to paid conversion, using experimentation and data to find what actually works
• Develop positioning, messaging, and narrative for this audience as the product and market evolve
• Partner closely with Product at every step, bringing customer research, market insights, and experiment learnings to influence roadmap and strategy
• Prove what resonates by running real-world experiments and sharing what you learn, early and often
• Challenge outdated marketing playbooks and help us find more modern, effective ways to reach and convert our audience
• Build and run the PLG motion
• Help design the end-to-end PLG funnel: acquisition, activation, expansion, and the loops that reinforce each stage
• Identify and test the highest-leverage growth levers across paid, organic, product, and less-obvious channels
• Run tight experiments with clear hypotheses and success signals so we can learn fast and scale what works

Requirements

• PLG experience: you’ve built or meaningfully contributed to a product-led growth motion
• Strong audience development instincts → you’ve found and built a new audience from scratch (or close to it)
• Ability to design, run, and learn from experiments (paid, organic, or product-surface)
• Strong positioning, narrative, and messaging instincts (with examples)
• Analytical mindset → able to translate qualitative insight into quantitative signals
• Comfort partnering closely with design on creative direction
• Ability to translate product capabilities into compelling, clear stories
• AI-literate and actively using modern tools → plus the editorial taste to make output sharp and human
• Clear communicator (written + verbal), confident with enablement and cross-functional influence
• Titles, degrees, and years of experience matter less than creative judgment, critical thinking and previous impact.