Performance Marketing, AI Adoption

Atlassian; San Francisco (CA); Remote; USD 137,000 - 184,000; Full time

Job summary

Atlassian is seeking a strategic Performance Marketing Lead to accelerate the growth of Rovo, their AI-native collaboration tool. The role focuses on driving awareness, user engagement, and developing innovative marketing strategies, requiring a strong background in performance and growth marketing.

Benefits

Health coverage

Paid volunteer days

Wellness resources

Qualifications

• 10+ years of experience in performance or growth marketing.
• Proven success in multi-channel marketing programs.
• Fluency in business intelligence tools.

Responsibilities

• Lead and execute integrated multi-channel marketing campaigns.
• Define and track KPIs for user acquisition and engagement.
• Develop lifecycle marketing programs to deepen user engagement.

Skills

User acquisition

A/B testing

Lifecycle marketing

Storytelling

Communication

Collaboration

Analytical skills

Education

Bachelor's degree in Marketing or related field

Tools

Amplitude

Tableau

SQL

Job description

Atlassians can choose where they work – whether in an office, from home, or a combination of the two. That way, Atlassians have more control over supporting their family, personal goals, and other priorities. We can hire people in any country where we have a legal entity. Interviews and onboarding are conducted virtually, a part of being a distributed-first company.

Your future team
We’re looking for a strategic and hands-on Performance Marketing Lead to accelerate the awareness adoption and usage of Rovo – Atlassian’s AI-native teamwork assistant. As a key member of the Performance Marketing team, you'll play a foundational role in driving Rovo’s growth across the customer journey— crafting and scaling awareness, driving high-quality sign-ups, and increasing active usage through targeted campaigns, experimentation, and data-informed decision-making.

You’ll join a cross-functional team at the forefront of AI innovation, leveraging deep customer insight, analytics, and a test-and-learn mindset to turn go-to-market strategies into real-world traction. This role is ideal for a performance marketing and growth marketer who thrives in a product-led environment and is passionate about AI, collaboration tools, and enabling self-serve, global adoption at scale.

Why Join Rovo at Atlassian?

Rovo represents Atlassian’s next-generation AI offering—built to reimagine how teams work, communicate, and collaborate. With a free, accessible product and a global brand, we’re on a mission to make AI useful and intuitive for every team. As our Performance Marketing Lead, you’ll help shape how the world discovers and uses AI to get more done—smarter and faster.

Partner with Product Growth to build and optimize full-funnel growth strategies to drive awareness; high-volume, high-intent user traffic, and self-serve trials across paid and organic channels (paid, SEO, content, product-led growth, in-product triggers).

Architect and improve onboarding flows that compress time-to-value and drive product activation.

Integrated Campaigns & Awareness Building

Plan and execute integrated, multi-channel marketing campaigns to communicate AI education, category awareness, and Rovo’s value and competitive differentiation, and fuel adoption.

Launch targeted and scalable campaigns based on user segments, industries, and geographic priorities.

Lead segmentation, targeting, and personalization efforts across campaigns using behavioral, firmographic, and usage-based data.

Define and track KPIs like sign-up rate, activation rate, engagement (DAU/WAU/MAU), and retention.

Partner with analytics and engineering to build dashboards, funnel reports, and cohort analyses to uncover growth opportunities.

Run ongoing A/B tests and multivariate experiments to improve conversion, activation, and engagement.

Lifecycle & Engagement Marketing

Develop lifecycle and CRM programs (email, in-product messaging) that increase feature usage and deepen engagement.

Create behavior-based nurture flows to support new users, re-engage inactive users, and promote power-user behaviors.

Build behavioral triggers and automated nurture flows tailored to onboarding, feature discovery, and value realization to support new users, re-engage inactive users, and promote power-user behaviors.

Collaborate with product and design teams to surface personalized touchpoints inside the product experience to deliver high-impact retention plays and usage-based upsell motions.

Organic Growth Loops & Community

Identify and implement viral and referral loops that incentivize sharing and team-wide adoption.

Collaborate with community and social teams to drive grassroots awareness and evangelism.

Leverage user-generated content and customer stories to fuel both brand and performance channels.

Cross-Functional Leadership

Serve as a connector between marketing, product, design, analytics, and customer support to ensure aligned growth priorities.

Drive regular performance reviews and planning sessions to align on growth goals and next steps.

10+ years in performance, growth, or product marketing—ideally with experience scaling usage of free or freemium SaaS or AI products.

Deep expertise in user acquisition, activation, lifecycle marketing, and in-product activation for self-serve models and the key metrics at each stage.

Proven success in leading multi-channel marketing programs, including paid media, SEO, lifecycle, and product-led growth.

Proven track record of effective stakeholder management.

Commitment to cultivate team culture, fostering a trusted working environment.

Fluency in business intelligence tools like Amplitude, Tableau and SQL.

Strong experimentation mindset with a proven ability to run and interpret A/B and multivariate tests.

Exceptional storytelling, communication, and collaboration skills.

A user-obsessed mindset with a passion for democratizing AI and making powerful tools accessible to all.

Compensation

At Atlassian, we strive to design equitable, explainable, and competitive compensation programs. To support this goal, the baseline of our range is higher than that of the typical market range, but in turn we expect to hire most candidates near this baseline. Base pay within the range is ultimately determined by a candidate's skills, expertise, or experience. In the United States, we have three geographic pay zones. For this role, our current base pay ranges for new hires in each zone are:

Zone A: $137,500 - $183,400

Zone B: $123,800 - $165,000

Zone C: $114,100 - $152,200

This role may also be eligible for benefits, bonuses, commissions, and equity.

Please visit go.atlassian.com/payzones for more information on which locations are included in each of our geographic pay zones. However, please confirm the zone for your specific location with your recruiter.

Atlassian offers a variety of perks and benefits to support you, your family and to help you engage with your local community. Our offerings include health coverage, paid volunteer days, wellness resources, and so much more. Visit go.atlassian.com/perksandbenefits to learn more.

About Atlassian

At Atlassian, we're motivated by a common goal: to unleash the potential of every team. Our software products help teams all over the planet and our solutions are designed for all types of work. Team collaboration through our tools makes what may be impossible alone, possible together.

We believe that the unique contributions of all Atlassians create our success. To ensure that our products and culture continue to incorporate everyone's perspectives and experience, we never discriminate based on race, religion, national origin, gender identity or expression, sexual orientation, age, or marital, veteran, or disability status. All your information will be kept confidential according to EEO guidelines.

To provide you the best experience, we can support with accommodations or adjustments at any stage of the recruitment process. Simply inform our Recruitment team during your conversation with them.

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