Growth Marketing Manager (PLG)

📋 Description

• • Tonic.ai is at the forefront of innovation, operating at the critical intersection of data privacy and the rapidly evolving landscape of AI agents. As a fast-growing, Series B company, we are dedicated to empowering developers with cutting-edge tools. Our flagship product, Tonic Fabricate, is an indispensable component of the modern AI development stack, designed to generate high-quality synthetic data that fuels the next generation of intelligent systems.
• • We are seeking a highly motivated and technically adept Growth Marketing Manager to spearhead the Product-Led Growth (PLG) strategy for Tonic Fabricate. Reporting directly to the Sr. Director of Growth Marketing, this pivotal role will be instrumental in shaping and optimizing the entire user journey, from initial signup through post-signup engagement. Your primary focus will be on driving key metrics such as free-to-paid conversion, fostering cross-sell opportunities, and relentlessly optimizing the user funnel to maximize growth and revenue.
• • This is a unique opportunity to sit at the nexus of Marketing, Product, and Engineering. You will embody the spirit of a technical marketer, possessing the versatility to conceptualize and build a compelling landing page in the morning, and then dive deep into analyzing complex SQL product usage patterns in the afternoon. Your ability to bridge the gap between technical execution and strategic marketing will be paramount to your success.
• • *PLG STRATEGY & ROADMAP**
• • **Drive the Self-Serve Experience Strategy:** You will be responsible for translating high-level growth objectives, such as increasing trial-to-paid conversion rates by a targeted 25%, into a meticulously prioritized backlog of experiments, features, and initiatives. This involves a deep understanding of user behavior and market dynamics to inform strategic decisions.
• • **Relentless Funnel Optimization:** You will obsessively monitor the end-to-end user journey, leveraging powerful analytics tools like Amplitude or Mixpanel. Your mission will be to identify critical drop-off points within the funnel and design and execute rapid A/B tests to streamline the path from initial discovery to user expansion and monetization.
• • **Monetization Strategy Development:** In close partnership with the Product team, you will actively test and refine pricing gates, self-serve pathways, and credit-based systems. The goal is to engineer a seamless and intuitive "swipe-to-pay" experience that removes friction and encourages immediate conversion.
• • *LIFECYCLE & ENGAGEMENT MANAGEMENT**
• • **End-to-End Lifecycle Strategy:** You will meticulously map out customer journeys, defining key stages such as onboarding, activation, habit formation, and expansion. Based on these insights, you will build sophisticated multi-channel automated flows, incorporating email campaigns, in-app triggers, and Slack notifications, to effectively guide users through each critical stage of their lifecycle.
• • **Usage-Based Nurturing:** By leveraging product data, you will identify users exhibiting high levels of engagement and activity. You will then deploy automated, personalized triggers, including targeted emails and in-app notifications, to guide these valuable users towards higher-tier paid plans.
• • **Onboarding & Activation Excellence:** Your role will involve defining the critical "Aha!" moment for Tonic Fabricate and developing the essential in-app checklists, tooltips, and welcome series designed to ensure users experience immediate value within their very first session.
• • **Hyper-Personalization Implementation:** You will build and refine sophisticated audience segments by utilizing behavioral and usage data. This granular segmentation will enable the delivery of highly personalized product education, timely milestone triggers, and relevant engagement campaigns.
• • *PRODUCT-LED SALES (PLS) & EXPANSION STRATEGIES**
• • **Product Qualified Lead (PQL) Identification:** You will instrument the platform to accurately identify users demonstrating high intent and qualify them as "Product Qualified Leads" (PQLs), signaling readiness for conversion or sales engagement.
• • **Seamless "Sales Bridge" Creation:** You will architect and implement a smooth, integrated hand-off process between self-serve user paths and our dedicated sales team. This involves identifying users within target enterprise accounts and effectively surfacing their intent and engagement data to our Go-To-Market (GTM) teams.
• • **Expansion Loop Design:** You will proactively identify and implement "viral" growth features, such as team invitation functionalities or shared workspace capabilities, to organically drive adoption and expansion within organizations.
• • *KEY PERFORMANCE INDICATORS (KPIS)**
• • **DAU (Daily Active Users):** A primary focus will be on driving consistent, high-intent usage of the Tonic Fabricate platform.
• • **Conversion Rate:** You will be tasked with significantly improving the percentage of free users who successfully transition to paid self-serve seats.
• • **Pipeline Generated:** A key objective is to identify and qualify enterprise-level opportunities emerging from the self-serve user pool, contributing directly to sales pipeline growth.