PLG Growth Manager

Posted: 2026-06-23

Ahrefs, Semrush, Google Search Console, AI visibility tracking tools Web Analytics GA4, Looker Studio Product Analytics Amplitude / Mixpanel / PostHog Session Analysis Hotjar / FullStory / Microsoft Clarity Experimentation VWO / Optimizely / Google Optimize Lifecycle Marketing Customer.io / Braze / equivalent In-Product Messaging Appcues / Pendo / equivalent Demo & Interactives Arcade / Navattic / Storylane  This Role Is Not for You If You have only done content marketing or demand gen and have never owned a self-serve conversion funnel with measurable outcomes You need a separate analyst to tell you where the funnel is breaking before you can act You have never written for a technical audience and are relying on learning it on the job You treat content and lifecycle marketing as calendars to fill rather than systems that respond to data

1. Inbound, Editorial, and AEO (Primary) Own Hevo's organic growth strategy and editorial voice across inbound, AEO, and content: find opportunities, plan, publish, track results, and improve performance Manage the editorial calendar. Plan and prioritize website pages, blogs, guides, ebooks, and FAQs based on business goals Set the quality standard for content and make sure everything published follows Hevo's messaging and tone Work with writers, subject matter experts, freelancers, and agencies to get content created, edited, and published Repurpose content across blogs, AI search engines, sales materials, and social media to extract more value from every piece Optimize content to rank on Google and appear in AI search results. Own inbound and AEO, including schema, website structure, and making content accessible to search engines and AI crawlers Build and maintain a backlink and digital PR strategy to strengthen domain authority Run experiments on content performance, headlines, CTAs, and formats, and iterate based on conversion data rather than traffic alone Set up and maintain dashboards (Looker Studio, GA4, GSC) that give a single view of content performance across the full funnel   2. Trial Lifecycle and Activation Define what trial success looks like: set activation milestones, instrument the funnel, and report on conversion performance weekly Map the trial journey from signup through first pipeline to the aha moment and conversion, and identify where intent drops Design and run lifecycle communications: onboarding email sequences, in-app nudges, and re-engagement flows tied to behavioral triggers Act as the internal voice of the trial user in product, GTM, and leadership conversations 3. Conversion Rate Optimization Synthesize behavioral data (session recordings, funnel drop-off, in-app events) into structured conversion hypotheses with clear success metrics Design and execute CRO across onboarding flows, high-intent landing pages, and trial touchpoints, with documented methodology and learnings Partner with Design on landing page variants for use-case pages, competitor comparison pages, and ICP-segment pages. You define the hypothesis and copy, Design executes Maintain a rigorous experiment log: hypothesis, variant rationale, statistical methodology, results, and learnings 4. Product and GTM Partnership Surface structured, prioritized insights from organic visitors and trial users into the roadmap process weekly Build technically credible collateral: setup walkthroughs, migration guides, and competitive comparison assets written for data practitioners, not buyers Create and maintain a weekly product-to-GTM feedback brief synthesizing signals from content performance, trials, support tickets, and deal reviews Support competitive displacement motions with content and push customers toward a switch decision