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About the Role

As a PLG Growth Marketing Manager at Branch, you will turn Branch’s self-serve motion into a predictable, compounding revenue engine. You’ll own the free-to-paid journey end to end, running a high-velocity experimentation program and using AI to compound your impact. 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 unconventional channels to find efficient new sources of signups.

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.

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.

Skills

Growth marketing
B2B SaaS
Product-led growth
Self-serve environments
Experimentation
A/B testing
Multivariate testing
Paid acquisition
Paid search
Paid social
CAC
ROAS
SEO
Content-led acquisition
AI/answer-engine search
AI tools for growth
Personalization
Analytics
Product analytics tools
Amplitude
Mixpanel
GA4
Cross-functional collaboration
PLG metrics
Written communication
Data analysis

Location

New York City, NY

Work Type

Fully in office
Hybrid
Fully remote

Experience Level

5+ years

Salary/Compensations

$135,000 - $175,000

Benefits

Comprehensive benefits package
Health and wellness programs
Paid time off
Retirement planning options
Potential equity

About the Company

Branch is the leading provider of engagement and performance mobile SaaS solutions for growth-focused teams, trusted to maximize the value of their evolving digital strategies. The Branch platform provides a seamless experience across paid and organic, on all channels and platforms, online and offline, to eliminate friction and drive valuable action at the moments of highest intent. With Branch, businesses gain accurate mobile measurement and insights into user interactions, enabling them to drive conversions, engagement, and more intelligent marketing spend.
Branch is an award-winning employer headquartered in Mountain View, CA. World-class brands like Instacart, Western Union, NBCUniversal, Zocdoc and Sephora acquire users, retain customers and drive more conversions with Branch.

Equal Opportunity

Branch is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.
At Branch, we strive to create an inclusive culture that encourages people from all walks of life to bring their unique, diverse perspectives to work. We aim every day to build an environment that empowers us all to do the best work of our careers, and we can't wait to show you what we have to offer!