PLG Growth Marketing Manager

Branch is hiring a PLG Growth Marketing Manager to turn its self-serve motion into a predictable revenue engine. The role owns the free-to-paid journey and growth experiments, acquisition, onboarding, analytics, and cross-functional work that drive self-serve activation and conversion.

Responsibilities:

• Own the self-serve funnel end to end — signup, activation, and free-to-paid conversion — with direct accountability for self-serve revenue
• Plan and run paid acquisition across paid search and paid social (Google Ads, LinkedIn, Meta, and emerging channels), managing budget toward signups, activation, and CAC payback
• Lead the strategy for organic acquisition for the self-serve funnel — SEO and AI / answer-engine search (AEO), content-led growth, and high-intent landing pages
• Find and test scrappy, low-cost “guerrilla” growth tactics — developer and practitioner communities (Reddit, Slack / Discord, forums), referral and product-led virality loops, launch moments (e.g., Product Hunt), and co-marketing partnerships
• Design, launch, and analyze a high-velocity experimentation program (A/B and multivariate tests) across acquisition, activation, and monetization; scale what wins and kill what doesn’t
• Optimize new-user onboarding and time-to-value — remove friction, sharpen first-run experiences, and get users to their activation (“aha”) moment faster
• Use AI tools as a core part of your daily work — generating and personalizing copy and variants, drafting experiment briefs, QA-ing tests, and pulling insights from funnel data
• Partner with Product and Engineering to instrument the funnel, define key events, and build the dashboards that track activation, conversion, and retention
• Turn product and behavioral data into insight — pinpoint drop-off, size opportunities, and prioritize the experiment roadmap
• Align in-product, email, and on-site messaging across the self-serve journey in partnership with PMM and Email teams
• Report on funnel performance and self-serve revenue contribution to leadership — clearly, frequently, and in business terms
• Stay ahead of PLG and AI-driven growth trends, and bring new tactics and tooling to the team

Requirements:

• 5+ years of hands-on growth marketing experience
• A track record of improving funnel metrics — signup, activation, and free-to-paid conversion — through experimentation
• Strong command of A/B test design and analysis: forming hypotheses, judging statistical significance, and reading results rigorously
• Hands-on experience running paid acquisition (paid search and/or paid social) with accountability for CAC, ROAS, and downstream conversion — not just lead volume
• Working knowledge of organic growth — SEO, content-led acquisition, and emerging AI / answer-engine search — and how it compounds for a PLG funnel
• Hands-on fluency with AI tools for growth and marketing work — using them daily to scale content, personalization, analysis, and experiment operations
• Proficiency with product analytics tools (Amplitude, Mixpanel, or similar) and comfort pulling your own data; working knowledge of GA4
• Experience collaborating cross-functionally with Product, Engineering, and Data to ship growth initiatives
• Solid grasp of PLG metrics and motions — activation rate, time-to-value, free-to-paid conversion, and expansion
• Excellent written communication and the ability to turn data into a clear, business-focused story
• A very strong bias for action — you ship experiments and learn rather than wait for perfect information
• ideally in B2B SaaS or product-led / self-serve environments