PLG Growth Manager

This role sits roughly 60% on inbound and organic growth, 40% on trial lifecycle and PLG conversion. You are not a reporter of traffic or a reporter of conversion rate. You are the person who defines what good looks like on both sides of the funnel, instruments it, and ships the work that moves it.

Core Responsibilities

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

What You Need to Bring

Non-Negotiable

5–8 years across Inbound, or PLG at a B2B SaaS company, preferably selling to technical buyers, with direct ownership of organic performance or a self-serve conversion program and measurable outcomes

Strong writing and editing skills. Comfortable across thought leadership, technical content, and competitor comparison pages

Hands-on data background, or close enough experience alongside a Data Engineer, Analytics Engineer, or Data Scientist to write for that audience without translation

Working understanding of PLG mechanics: activation frameworks, aha-moment design, in-product lifecycle marketing, and trial funnel instrumentation

Behavioral analytics skills: Amplitude, Mixpanel, or PostHog for funnel and activation tracking, plus Hotjar or FullStory for session analysis

Experimentation discipline across both content and product surfaces: A/B tests run with proper statistical methodology, not just a headline swap

Experience building dashboards or reports that connect content, SEO, and lifecycle metrics to pipeline and business outcomes

Strong Advantage

Experience improving visibility across ChatGPT, Claude, Perplexity, Copilot, and Gemini

Familiarity with ELT, data pipelines, or other technical products in a fast-growing startup environment

Familiarity with PLG tools: in-app messaging (Appcues, Pendo, or equivalent), lifecycle email (Customer.io, Braze), and interactive demos (Arcade, Navattic, Storylane)

Experience with competitive displacement content at the trial stage

Basic HTML/CSS comfort to push copy or CTA edits without filing a ticket

What Good Looks Like at 6 Months

Milestone — What It Looks Like

30 Days — Organic content audit and trial funnel audit both complete. Activation milestones defined. Editorial calendar live. First lifecycle experiment shipped.

90 Days — Organic traffic and AI visibility trending up against baseline. 5+ CRO or lifecycle experiments shipped with documented outcomes. Onboarding email sequence live and instrumented.

180 Days — Measurable improvement in organic pipeline contribution and trial-to-paid conversion. Competitive trial-stage and comparison content covering top displacement scenarios. Lifecycle and content experimentation embedded in sprint cycles.

Tools You Will Work With

Category — Tools

SEO / AEO — 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