PLG Growth Marketing Manager

Branch Metrics•New York, NY

4d•$135,000 - $175,000•Hybrid

About The Position

At Branch, we power every touchpoint with links that work and insights that prove it. From click to conversion, we make growth measurable. Our unparalleled attribution, backed by AI-enhanced linking, is trusted to deliver seamless experiences that increase ROI, decrease wasted spend, and eliminate siloed attribution. We bring the same rigor to how we build our team, by empowering our people to move fast, own outcomes, and build something that matters. We take pride in making meaningful investments in our team’s health, wealth, and growth so individuals can thrive as we scale. Our culture values smart, humble, and collaborative teammates who take accountability and drive results in an environment where their work truly moves the business forward. We are innovative, scaling with purpose, and led by seasoned leaders who know how to build enduring companies. Trusted by brands like Instacart, Western Union, NBCUniversal, ZocDoc, and Sephora, we’re big enough to matter, small enough for you to make a real impact. If you’re excited by the grit of building, rapid learning, and shaping the future of customer growth, you’ll find your place here. 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. This role is ideal for someone hands-on and deeply analytical, energized by funnel wins, sharp experiments, and finding the next lever that moves self-serve revenue.

Requirements

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.

Responsibilities

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.