Growth Marketer

About Plane

Plane is an incisive response to config-heavy, opinionated, and restrictive project management software. Read our manifesto.

In just two years, Plane’s grown to #1 in its category on GitHub and become a viable open-core alternative to Jira, Monday, Wrike, Asana, ClickUp, and Linear, not to mention all-in-one tools like Notion or Obsidian.

Our growth has come on the back of the product’s true flexibility without artificial limits, simple configurations that work out of the box, and thoughtfully packaged features that nurture our customers’ growth instead of punishing it.

As a modern product start-up, we obsess over new and power users equally. Our mission is to empower teams everywhere with the simplest, most delightful work management experience on the planet. Our vision is to become the WorkOS of the future with a workbench of unified tools and techniques that intuitively and progressively form a greater whole for knowledge workers.

We’re well capitalized, backed by OSS Capital, and are revenue-positive. Our coworkers include ex-Microsoft, Deloitte, [24]7, Nutanix, and Yahoo! in our 50-strong human force today.

About the team

The Marketing team at Plane owns two key metrics—PLG revenue and PQLs for Sales. If you have to Google those terms, you will probably not be a fit for this position.

This position is on the most collaborative team at Plane. Marketing works closely with,

• Product Management for roadmaps, features, launches, and campaigns

• Product Design for previews, product-specific assets, and use cases

• Engineering for updates, breaking changes, upgrades, and improvements, and finally,

• Sales to help convert our significant inbound interest into customers across the mid-market and enterprise segments

Everything the team does is in the service of revenue, of which we own a significant chunk via product-led initiatives and experiments. This means we own and execute our web strategy, content strategy, and conversion strategy across several channels and personas with unrelenting focus on moving our self-serve users from point A through to paid conversions.

Role and responsibilities

You’re the crucial bridge between our site’s metrics, in-product behavior, and Sales pipeline. Ideally, you should already recognize this playbook. If you don’t yet, but have wondered how high-growth product-led companies function, this playbook is it.

You’ll live at the intersection of marketing and product data, making decisions that directly impact self-serve AKA PLG revenue. You will work cross-functionally with logical and functional teams without losing sight of your North-Star metric. You will not directly influence product strategy, but you will own in-product comms and on-ramps to conversions.

Your core mission is connecting user behavior dots across the entire funnel to own self-serve revenue growth. Your charter is as follows:

• Own PLG revenue through data-driven strategies

• Design and optimize self-serve conversion paths from a web-page view → Free sign-up → Trial → Paying customer

• Orchestrate targeted communication across user personas, working with our Knowledge, Email, and Content teams

• Identify and qualify PQLs for Sales, with behavioral metrics powering an in-product lead scoring engine

• Experiment persistently to find new conversion paths, cohorts, and ICPs

You will be successful if you,

• Meet or exceed monthly PLG revenue targets

• Grow those targets month on month and achieve them

• Grow all upstream metrics proportionally with your revenue targets

• Increase quality and volume of PQLs handed off to Sales

• Build scalable processes for user journey optimizations

You should ideally have,

• 3-5 years’ core Growth experience at B2B productivity, collaboration, or work management SaaS, preferably in PLG environments

• Proven track record of driving self-serve revenue

• Hands-on skills with analytics and data tools like PostHog, Metabase, and Google Analytics along with Sales automation tools like HubSpot, Attio, and Outreach

• Strong opinion for orchestrating a connected conversion comms strategy with the experience to back it up

• Deep understanding of B2B user journey optimization and conversion psychology

• Some experience with open-core tools, but we will make do without it