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 the moment a data practitioner signs up for Hevo through the moment they become a paying customer, and everything in between. That means the trial experience, the lifecycle touchpoints, the activation metrics, and the conversion plays. You will work across Product, Growth, and Sales to make the self-serve funnel a predictable revenue source.

This is the connective tissue between the product and the pipeline. You are not a reporter of results. You are the person who defines what success looks like, instruments the funnel to measure it, and ships the interventions that move it.

Core Responsibilities

1. Trial Lifecycle and Activation

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

• Map the full trial journey from signup through first pipeline to the aha moment and conversion, identifying every point where intent drops

• Build dashboards connecting trial activation to conversion to ARR influence

• 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

2. Conversion Rate Optimization

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

• Design and execute Conversion Rate Optimization across onboarding flows, signup pages, and trial touchpoints with documented methodology and learnings

• Partner with Design on landing page variants for high-intent entry points such as 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. Every test is a learning asset

3. Product and GTM Partnership

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

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

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

• Support competitive displacement motions with proof-of-concept content and trial-stage enablement assets

What You Need to Bring

Non-Negotiable

• 4–7 years across Product Marketing, Growth, or PLG at a B2B SaaS company with direct ownership of a trial or self-serve conversion program and measurable outcomes

• Hands-on data background: you have worked as or closely alongside a Data Engineer, Analytics Engineer, or Data Scientist, and can write for that audience without translation

• Strong 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; Hotjar or FullStory for session analysis

• Experimentation discipline: you have designed and run A/B tests with proper statistical methodology, not just changed the button color

• Lifecycle marketing execution: you have built email sequences or in-app messaging tied to behavioral triggers, not just calendars

• Clear technical writing: you can produce a migration guide and a conversion hypothesis in the same week

Strong Advantage

• 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 at the trial stage, building proof-of-concept content that moves a Fivetran or Airbyte user toward a switch decision

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