PLG Growth Manager

About Hevo

Hevo is a simple, no-code data pipeline platform that helps companies unify and prepare their data for analytics and AI. Hevo enables 2,500+ data-driven companies, including DoorDash, Shopify, Postman, and Groww, to get their data AI-ready by automating complex integration and transformation tasks across hundreds of sources.

By removing engineering bottlenecks, Hevo allows teams to focus on what actually matters: generating insights, building intelligent products, and making faster decisions.

What You Will Own

You own how prospects find Hevo and what happens once they arrive. That spans the organic growth engine, the editorial voice, and AEO strategy that brings technical buyers to the site, plus the trial experience that turns a signup into a paying customer. The two halves are connected: the content you publish sets the intent of the person who signs up, and the trial experience decides whether that intent converts.

This role sits roughly 60% on inbound and organic growth, 40% on trial lifecycle and PLG conversion. You are not a reporter of traffic or a reporter of conversion rate. You are the person who defines what good looks like on both sides of the funnel, instruments it, and ships the work that moves it.

Core Responsibilities

1. Inbound, Editorial, and AEO (Primary)

• Own Hevo's organic growth strategy and editorial voice across inbound, AEO, and content: find opportunities, plan, publish, track results, and improve performance

• Manage the editorial calendar. Plan and prioritize website pages, blogs, guides, ebooks, and FAQs based on business goals

• Set the quality standard for content and make sure everything published follows Hevo's messaging and tone

• Work with writers, subject matter experts, freelancers, and agencies to get content created, edited, and published

• Repurpose content across blogs, AI search engines, sales materials, and social media to extract more value from every piece

• Optimize content to rank on Google and appear in AI search results. Own inbound and AEO, including schema, website structure, and making content accessible to search engines and AI crawlers

• Build and maintain a backlink and digital PR strategy to strengthen domain authority

• Run experiments on content performance, headlines, CTAs, and formats, and iterate based on conversion data rather than traffic alone

• Set up and maintain dashboards (Looker Studio, GA4, GSC) that give a single view of content performance across the full funnel

2. Trial Lifecycle and Activation

• Define what trial success looks like: set activation milestones, instrument the funnel, and report on conversion performance weekly

• Map the trial journey from signup through first pipeline to the aha moment and conversion, and identify where intent drops

• Design and run lifecycle communications: onboarding email sequences, in-app nudges, and re-engagement flows tied to behavioral triggers

• Act as the internal voice of the trial user in product, GTM, and leadership conversations

3. Conversion Rate Optimization

• Synthesize behavioral data (session recordings, funnel drop-off, in-app events) into structured conversion hypotheses with clear success metrics

• Design and execute CRO across onboarding flows, high-intent landing pages, and trial touchpoints, with documented methodology and learnings

• Partner with Design on landing page variants for use-case pages, competitor comparison pages, and ICP-segment pages. You define the hypothesis and copy, Design executes

• Maintain a rigorous experiment log: hypothesis, variant rationale, statistical methodology, results, and learnings

4. Product and GTM Partnership

• Surface structured, prioritized insights from organic visitors and trial users into the roadmap process weekly

• Build technically credible collateral: setup walkthroughs, migration guides, and competitive comparison assets written for data practitioners, not buyers

• Create and maintain a weekly product-to-GTM feedback brief synthesizing signals from content performance, trials, support tickets, and deal reviews

• Support competitive displacement motions with content and push customers toward a switch decision

What You Need to Bring

Non-Negotiable

• 5-8 years across Inbound, or PLG at a B2B SaaS company, preferably selling to technical buyers, with direct ownership of organic performance or a self-serve conversion program and measurable outcomes

• Strong writing and editing skills. Comfortable across thought leadership, technical content, and competitor comparison pages

• Hands-on data background, or close enough experience alongside a Data Engineer, Analytics Engineer, or Data Scientist to write for that audience without translation

• Working understanding of PLG mechanics: activation frameworks, aha-moment design, in-product lifecycle marketing, and trial funnel instrumentation

• Behavioral analytics skills: Amplitude, Mixpanel, or PostHog for funnel and activation tracking, plus Hotjar or FullStory for session analysis

• Experimentation discipline across both content and product surfaces: A/B tests run with proper statistical methodology, not just a headline swap

• Experience building dashboards or reports that connect content, SEO, and lifecycle metrics to pipeline and business outcomes

Strong Advantage

• Experience improving visibility across ChatGPT, Claude, Perplexity, Copilot, and Gemini

• Familiarity with ELT, data pipelines, or other technical products in a fast-growing startup environment

• Familiarity with PLG tools: in-app messaging (Appcues, Pendo, or equivalent), lifecycle email (Customer.io, Braze), and interactive demos (Arcade, Navattic, Storylane)

• Experience with competitive displacement content at the trial stage

• Basic HTML/CSS comfort to push copy or CTA edits without filing a ticket

What Good Looks Like at 6 Months

Milestone

What It Looks Like

30 Days

Organic content audit and trial funnel audit both complete. Activation milestones defined. Editorial calendar live. First lifecycle experiment shipped.

90 Days

Organic traffic and AI visibility trending up against baseline. 5+ CRO or lifecycle experiments shipped with documented outcomes. Onboarding email sequence live and instrumented.

180 Days

Measurable improvement in organic pipeline contribution and trial-to-paid conversion. Competitive trial-stage and comparison content covering top displacement scenarios. Lifecycle and content experimentation embedded in sprint cycles.

Tools You Will Work With

Category

Tools

SEO / AEO

Ahrefs, Semrush, Google Search Console, AI visibility tracking tools

Web Analytics

GA4, Looker Studio

Product Analytics

Amplitude / Mixpanel / PostHog

Session Analysis

Hotjar / FullStory / Microsoft Clarity

Experimentation

VWO / Optimizely / Google Optimize

Lifecycle Marketing

Customer.io / Braze / equivalent

In-Product Messaging

Appcues / Pendo / equivalent

Demo & Interactives

Arcade / Navattic / Storylane

This Role Is Not for You If

• You have only done content marketing or demand gen and have never owned a self-serve conversion funnel with measurable outcomes

• You need a separate analyst to tell you where the funnel is breaking before you can act

• You have never written for a technical audience and are relying on learning it on the job

• You treat content and lifecycle marketing as calendars to fill rather than systems that respond to data