PLG Growth Marketing Manager

Madrona Venture Labs; New York (NY); Hybrid; USD 135,000 - 175,000; Full time

Job summary

Branch is seeking a PLG Growth Marketing Manager in New York City to own the self-serve journey from signup to paid conversion. You will run paid and organic acquisition, design a fast-paced experimentation program, and use AI to personalize experiences and surface insights.

You will partner with Product, Engineering, Marketing, and RevOps to instrument the funnel, build dashboards, and drive self-serve revenue growth in a dynamic PLG environment.

Qualifications

• 5+ years hands-on growth marketing in B2B SaaS or PLG/self-serve environments.
• Proven track record improving funnel metrics via experimentation.
• Strong A/B test design, hypotheses, and significance assessment.
• Experience running paid acquisition with CAC/ROAS accountability.
• Working knowledge of organic growth SEO/content-led strategies and AI/answer‑engine search.
• Fluency with AI tools for growth and marketing work.
• Proficiency with product analytics tools (Amplitude, Mixpanel) and GA4.
• Collaborates cross-functionally with Product, Engineering, and Data.
• Solid PLG metrics knowledge: activation, time‑to‑value, free‑to‑paid.
• Excellent written communication; able to tell a data‑driven business story.
• Bias for action; ships experiments and learns fast.

Responsibilities

• Own the self-serve funnel end to end — signup, activation, and free‑to‑paid conversion.
• Plan and run paid acquisition across search and social with CAC payback focus.
• Lead organic acquisition strategy — SEO and AI search, content-led growth.
• Design, launch, and analyze high-velocity experimentation across funnel stages.
• Optimize onboarding and time‑to‑value to accelerate activation.
• Use AI tools to generate copy, variants, and insights; automate experiment operations.
• Instrument the funnel with dashboards and collaborate to track activation, conversion, retention.
• Turn product and behavioral data into actionable insights for leadership.

Skills

Growth marketing

A/B testing

Paid acquisition

Organic growth

AI tools

Product analytics

GA4 knowledge

Cross-functional collaboration

PLG metrics

Data storytelling

Bias for action

Written communication

Tools

Amplitude

Mixpanel

GA4

Job description

As a PLG Growth Marketing Manager at Branch, you will have the opportunity to turn Branch’s self-serve motion into a predictable, compounding revenue engine. You’ll own the free-to-paid journey end to end — from the moment someone signs up, through activation and first value, to the upgrade that turns them into a paying customer. You’ll run a high-velocity experimentation program across the funnel and use AI to compound your impact — generating variants, personalizing experiences, and surfacing insights.

As a member of the Growth team you’ll partner closely with Product, Engineering, Marketing, and RevOps to build a self-serve experience that activates users and converts them without a sales touch. You’ll also own the demand that feeds the funnel — running paid acquisition, growing organic and AI search, and testing scrappy, unconventional channels to find efficient new sources of signups. As Branch grows its self‑serve tiers alongside its enterprise business, you’ll be the person who makes that motion convert.

As a PLG Growth Marketing Manager, you’ll get to:

• 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.

You’ll be a good fit if you have:

• 5+ years of hands‑on growth marketing experience, ideally in B2B SaaS or product‑led / self‑serve environments.
• 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.

In accordance with applicable law, the following represents a reasonable estimated compensation range for this role: the estimated pay range for this role, if based in New York City, NY, is $135,000 - $175,000.

Actual compensation will be determined based on skills, experience, and geographic location and may be more or less than the amount shown above.

This role will be based at our New York City, NY office and is eligible to be fully in office, hybrid or fully remote in New York City, NY. This role is not eligible for remote work in any other location.

Branch is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.

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