Description
This role builds and leads the marketing function behind self-service growth: acquisition, trial-to-paid conversion, and lifecycle expansion for small legal firms and solo practitioners. You own the marketing motion end to end , content, campaign and customer-journey strategy, lifecycle , and you're accountable for the overall PLG outcome, delivered through a tight partnership with the digital lead who owns the web, commerce, and product-surface experience.
Responsibilities
- The self-service growth outcome , self-serve revenue growth and the CAC, LTV, and conversion efficiency behind it , as the single accountable owner of the PLG motion end to end.
- Content and campaign strategy, and the definition of the customer motions and journeys that drive self-serve acquisition, conversion, and expansion.
- Lifecycle and growth marketing: usage-triggered nurture and expansion delivered via email, in-product, paid media, performance marketing, and digital channels.
- Activation and funnel measurement , the activation definition, propensity and journey modeling, and the product-qualified-lead (PQL) signal , in partnership with data science and analytics and the shared CDP.
- Team leadership: hire, develop, and lead a small, senior team spanning self-service acquisition, growth, and lifecycle, and experimentation , and set the goals and methodology the AI-human hybrid model runs within.
Requirements
- 10+ years in growth or product-led growth marketing, with direct ownership of a self-service revenue or conversion number , you've built or scaled a PLG motion, not supervised one from across the table.
- 5+ years leading and scaling marketing teams, with a track record of developing senior talent.
- Deep strength in content strategy, lifecycle and email marketing, and customer-journey design.
- Familiarity and comfort in collaborating closely with central paid media and performance marketing teams.
- Fluency in CAC and LTV economics, funnel conversion, and lifecycle marketing.
- Familiarity with PLG instrumentation and decision science: activation events, PQL modeling, funnel analytics, and experimentation design.
- Working knowledge of the self-serve commercial stack , free trial vs. freemium, monthly / pay-as-you-go pricing, edition-ladder packaging, and self-serve checkout.
- Proven ability to drive a shared outcome across partners you don't control , digital strategy, media, product, commerce, and data science , orchestrating one connected customer journey.
- Experience marketing to considered, security-sensitive B2B buyers; legal, professional services, or another trust-driven category preferred.
- Experience with the AI-human hybrid operating model: agents carrying production and lifecycle mechanics under human direction, with senior judgment reserved for strategy and quality.
Benefits
- Hybrid Work Model: flexible hybrid working environment
- Flexibility & Work-Life Balance: supportive workplace policies
- Career Development and Growth: continuous learning and skill development
- Industry Competitive Benefits: comprehensive benefit plans
- Culture: award-winning reputation for inclusion and belonging, flexibility, work-life balance, and more
- Social Impact: opportunities to get involved with pro-bono consulting projects and Environmental, Social, and Governance (ESG) initiatives