Responsibilities

• Own the PLG and self-serve performance marketing strategy across B2B and B2C audiences, aligned with user acquisition, activation, and revenue growth objectives.
• Develop annual and quarterly roadmaps for paid acquisition programs, informed by growth goals, audience insights, experimentation learnings, and funnel performance trends.
• Identify growth opportunities across channels, audiences, messaging, and funnel stages to improve efficiency and scale self-serve revenue contribution.
• Evaluate ROI, CAC, LTV, and marginal returns across channels and tactics to inform budget shifts, scaling decisions, and overall investment strategy.
• Responsible for paid channels including (but not limited to) affiliates, paid social, display, native, programmatic, app store marketing, influencer/creator partnerships, and emerging paid channel opportunities relevant to both consumer and business audiences.
• Own end-to-end channel/platform management from strategy, execution, optimization, and reporting.
• Drive paid channel strategy across awareness, consideration, trial, and conversion, ensuring alignment with full-funnel PLG and self-serve growth strategies.
• Actively build and utilize AI agents and automated workflows to accelerate campaign execution, improve reporting efficiency, and surface performance insights at scale.
• Own week-over-week, month-over-month, and quarter-over-quarter performance tracking and reporting.
• Ensure rigorous monitoring of leading indicators (clicks, signups, trial starts, activation rates, CPA) and lagging indicators (paid conversions, subscription volume, ARR, churn impact, LTV).

Requirements

• 8+ years of experience in performance marketing, growth marketing, or user acquisition, with meaningful exposure to PLG and/or self-serve business models.
• Hands-on experience across paid marketing channels, including affiliates, paid social (Meta, Reddit, LinkedIn, etc.), and app/consumer-focused channels, as part of an in-house performance or growth marketing team.
• Strong experience supporting product-led or self-serve go-to-market motions within SaaS or consumer technology (B2B or prosumer experience a strong plus).
• Proven track record of driving measurable user acquisition, trial growth, and self-serve revenue impact through paid channels.
• Deep understanding of PLG funnel dynamics, free-to-paid conversion optimization, and experimentation in both B2B and B2C contexts.
• Strong analytical skills with experience tying marketing activity to activation, retention, and revenue outcomes — including familiarity with LTV/CAC modeling.
• Comfortable operating in fast-paced, evolving environments with multiple cross-functional partners including Product, Growth, and Analytics.

Benefits

• Health and wellbeing
• Maternity and parental leave top-up programs
• Competitive health benefits
• Generous PTO policy
• RSU program for most employees
• Retirement matching program
• Free 1Password account
• Paid volunteer days
• Peer-to-peer recognition through Bonusly
• Remote-first work environment