Responsibilities

• Drive the strategy for the self-serve experience: translate high-level growth goals (e.g., "Increase Trial-to-Paid Conversion by 25%") into a prioritized backlog of experiments and features.
• Funnel Optimization: obsessively monitor the user journey using Amplitude or Mixpanel. Identify drop-off points and run rapid A/B tests to smooth the path from discovery to expansion.
• Monetization Strategy: partner with Product to test pricing gates and self-serve pathways, and credit-based systems to ensure a frictionless "swipe-to-pay" experience.
• End-to-End Lifecycle Strategy: map customer journeys and define key stages (onboarding, activation, habit formation, expansion). Build multi-channel automated flows (email, in-app triggers, Slack notifications) to move users through these stages.
• Usage-Based Nurture: use product data to identify highly active users and deploy automated, personalized triggers (emails, in-app notifications) to guide them toward paid tiers.
• Onboarding & Activation: Define the "Aha!" moment for Tonic Fabricate and build the in-app checklists, tooltips, and welcome series that ensure users find value in their first session.
• Hyper-Personalization: build and refine audience segments using behavioral and usage data to deliver personalized product education and milestone triggers.
• PQL Identification: instrument the platform to identify high-intent users and "Product Qualified Leads" (PQLs).
• The "Sales Bridge": create a seamless hand-off between self-serve paths and our sales team, identifying when a user belongs to a target enterprise account and surfacing that intent to our GTM teams.
• Expansion Loops: identify and implement "viral" features, such as team invitations or shared workspaces, to drive growth within organizations.

Requirements

• 3+ years of growth marketing or "growth engineering" experience, specifically within product-led growth and self-service SaaS
• Technical Fluency: You are comfortable writing SQL for cohort analysis, funnel deep-dives, and behavioral metrics.
• AI-forward: You are able to vibe-code, build, and implement exponential efficiency through AI.
• Creative Hustle: You don't wait for a brand agency. You can spin up experiments, test copy, and try "unscalable" things to find what works.
• Analytical Rigor: Strong understanding of growth funnels, experimentation, and conversion optimization. You are data-informed and curious, using insights to prioritize, test, and refine ideas
• Builder Mentality: You are excited to build the PLG playbook from scratch for a technical product in a cutting-edge category