Digital Marketing - Product Led Growth

Role & responsibilities

• Ideate, launch, and optimize digital campaigns designed to drive new user acquisition and engagement.
• Research, identify, and test new marketing channels to build acquisition pipeline.
• Coordinate with internal SMEs, as needed.
• Design and implement data-driven digital marketing strategies that support monetization efforts, including cross-sell & upsell opportunities.
• Define & refine CDP user segments & develop channel messaging to those audiences in coordination with Product Marketing, to drive measurable increased user engagement.
• Use analytics tools (Mixpanel, Adobe Analytics) to identify friction points in the user journey and create initiatives that drive higher adoption, usage frequency, and feature engagement.
• Provide actionable insights and recommendations for how to optimize product sign-ups, in-product engagement, and down-funnel conversion rates.
• Identify and launch A/B tests and web personalization opportunities to improve sign-up and in-product conversion rates on Cvent web properties.
• Provide analytical support for A/B and multi-variate tests and landing page optimization efforts.
• Collaborate cross-functionally with Product, Product Marketing, Engineering, Automation, Audience Management, Analytics, and Sales teams to define and refine PQL criteria using data, behavioral signals, and firmographics.
• Design and produce dashboards and ad hoc reports to present trends and measure progress against established KPIs, goals, and lead-gen activities.

Preferred candidate profile

• 35 years of demonstrated hands-on experience in digital marketing (SEO, SEM, Paid Social, Email, Display), ideally within a PLG or SaaS company
• Understanding of the Product-Led Growth model and the role of PQLs in a hybrid self-serve + sales-assist motion
• Analytics mindset with a deep understanding of how to leverage analytics tools (Mixpanel, Adobe Analytics) to drive insights and marketing strategies
• Must be proficient in Microsoft Excel
• Ability to think strategically and creatively to tackle challenges and deliver innovative solutions that drive growth
• Strong ability to work cross-functionally with product, marketing, engineering, customer success, and sales teams to implement initiatives that meet business objectives