Responsibilities

• Own the full PLG marketing funnel — acquisition, trial activation, paid conversion, and self-serve expansion
• Define and manage Product Qualified Lead (PQL) scoring and routing logic with RevOps and the Growth PM
• Design AI-agent workflows for lifecycle personalisation, PQL scoring, and content variation — reducing manual intervention without reducing performance
• Own web CRO strategy — landing pages, trial onboarding flow, and conversion optimisation
• Run a continuous A/B testing programme across the funnel
• Define channel mix and budget allocation for PLG acquisition
• Manage a Paid Campaigns Manager and Web Developer day-to-day — measuring team output by funnel outcomes; evaluate what should be automated or outsourced to agents before considering adding resource
• Own the tooling and orchestration layer: you decide what’s in the stack and why, and you’re accountable for its output
• Report on funnel performance weekly and present to the CMO and board quarterly

Requirements

• 5+ years in growth or lifecycle marketing in a B2B SaaS environment
• You’ve owned a PLG or self-serve funnel end-to-end — not just a slice of it
• You’re fluent in marketing automation platforms (HubSpot, Marketo, Braze or similar)
• You think in systems — funnels, feedback loops, triggers — and you build accordingly
• You’ve built or significantly configured automated marketing systems, not just used them; you’ve designed the logic
• You have a point of view on where AI-assisted personalisation and propensity modelling are genuinely useful versus overhyped — and you’ve tested that view in practice
• You’re comfortable with data: you can pull a cohort analysis, interpret a conversion curve, and turn it into an action
• You communicate clearly across functions — as comfortable with Product, Sales, and RevOps as you are with creative

Preferred

• Experience with product analytics tools (Amplitude, Mixpanel, PostHog)
• Familiarity with PQL frameworks and product-to-CRM data pipelines
• Experience running lifecycle programmes across both SMB self-serve and enterprise-intent accounts
• Hands-on experience with AI agent pipelines (n8n, Make, LangChain, or similar) applied to marketing automation
• Working knowledge of AI/ML applications in marketing: propensity models, dynamic segmentation, content generation