Responsibilities

• Own the Free Trial → Legitimate Trial Conversion BottleneckA Free Trial (FT) is a user who registers. A Legitimate Trial (LT) is a user who connects their accounting system — the activation moment. Once users reach LT, roughly half convert to Paid. The leverage is in getting more FTs to that activation moment. Diagnose and fix drop-off points in the signup-to-activation journey
• Run continuous A/B experiments on the onboarding flow — hypothesis-driven, measured, iterated weekly
• Test trust signals, messaging, and UI changes to improve confidence at the activation step
• Investigate low-converting traffic segments with Digital Marketing
• Deploy Refiner surveys to surface user intent, friction, and satisfaction at key funnel moments
• Scale Interactive Product Tours
• Increase Navattic tour distribution across the website and marketing campaigns
• Expand tours beyond pre-signup into in-product onboarding for new and existing features
• Activate the Intercom Messaging Engine
• Design and deploy behavioural campaigns for users stuck at activation, approaching trial expiry, or who activated but haven’t converted
• Build the post-signup email sequence — an early-stage opportunity with significant room to improve
• Measurement, Attribution, and Data Culture
• Partner with Digital Marketing to complete attribution setup — every trial user tracked by source
• Track and prove incremental uplift: additional paid accounts PLG generates beyond the organic baseline
• Coach 2–3 Product Managers in using Amplitude for their own product areas
• Drive the Cross-Functional Rhythm
• Establish regular sync with Product Marketing and Digital Marketing from day one — shared hypotheses, data, and priorities
• Feed product insights back to Product Managers: adoption patterns, churn signals, and expansion triggers
• Use AI to Accelerate Everything
• Speed up experiment design, analysis, and content creation using AI tools
• Produce design mockups and prototypes for onboarding experiments without waiting for a designer
• Stay current with new AI tools that increase PLG velocity and quality

Requirements

• Proven PLG track record — you’ve owned a self-serve funnel in B2B SaaS and moved conversion metrics materially. Not ‘contributed to’ — owned.
• Deep data fluency — comfortable pulling event streams, segmenting cohorts, building charts, telling the story, and acting on it
• Experiment velocity — shipped multiple A/B experiments per month, not per quarter
• Hypothesis-driven mindset — every initiative framed as ‘We believe [X] because [Y], and we’ll know by measuring [Z]’
• Cross-functional influencer — worked across Marketing, Product, and Sales without needing positional authority
• People management — you will hire and manage the PLG Lead. This is a people manager role.
• AI-fluent — you actively use AI tools to increase your speed and output
• Strong communicator — credible, concise, and comfortable presenting data-driven narratives to senior leadership

Preferred

• Integration-gated SaaS experience — products requiring users to connect external systems before activation
• Intercom or equivalent in-app messaging — behavioural campaigns, not just broadcast messages
• Accounting or fintech SaaS experience — understanding the bookkeeper/accountant buyer persona
• Design capability — can produce low-fidelity wireframes and Figma mockups

Benefits

• Growing international business with 20,000+ customers worldwide
• Remote office assistance