Note: The job is a remote job and is open to candidates in USA. Later is the world’s most intelligent influencer marketing company, built to give brands the confidence to create unforgettable campaigns. They are seeking a Director of Creator Growth (PLG) to own the full-funnel, self-serve creator acquisition and activation motion end to end, defining the creator PLG strategy and leading a team to optimize self-serve funnels.
Responsibilities
- Own the creator PLG strategy end to end, defining the self-serve acquisition model, funnel architecture, and channel mix that drives affiliate creator growth across Later Influence and Mavely
- Set the annual and quarterly GTM plan for creator PLG, including goals, experimentation roadmap, and success metrics tied to creator signups, activation rates, and time-to-first-transaction
- Map the full creator funnel from first awareness through onboarding and first meaningful action, identifying the highest-leverage drop-off points and owning the roadmap to improve them
- Define where PLG and SLG motions intersect, building clear handoff criteria and shared pipeline logic with the Creator SLG team
- Lead, in partnership with Marketing, conversion rate optimization across the creator acquisition funnel, including landing pages, signup flows, onboarding sequences, and in-product activation touchpoints
- Build and run a structured experimentation program, including A/B and multivariate tests across messaging, creative, offers, and UX, with a clear process for prioritizing, running, and scaling winning tests
- Partner with Product and Engineering to identify in-product growth levers, surface friction in the creator onboarding experience, and advocate for changes that improve activation rates
- Lead, in partnership with Marketing, paid and organic acquisition channels (search, social, content, community, partnerships) with a PLG lens, optimizing toward self-serve signup and activation rather than lead volume
- Serve as the primary growth marketing partner to Product, working closely with the product team to instrument the funnel, interpret behavioral data, and co-own activation metrics
- Collaborate with the Creator SLG team to align on creator segmentation, shared acquisition goals, and the criteria that distinguish a PLG-appropriate creator from one who needs a sales-assisted touch
- Partner with Data Science and Marketing Ops to build the analytics infrastructure needed to measure funnel performance, run attribution modeling, and identify cohort-level patterns in creator activation
- Work with Content and Brand teams to develop creator-facing messaging and educational materials that reduce time-to-value and support self-serve onboarding
- Build, manage, and develop, alongside our Marketing team, a high-performing creator PLG team spanning growth marketing, lifecycle, and experimentation, setting clear priorities and holding the team accountable to measurable outcomes
- Establish a rigorous experimentation culture with documented hypotheses, test designs, and post-mortems so the team learns fast and compounds its gains over time
- Recruit talent with hands-on PLG, CRO, or growth engineering backgrounds who are comfortable operating close to the product and working with data daily
- Define the PLG measurement framework for creators, including funnel metrics (visit-to-signup, signup-to-activation, activation-to-first-transaction) and downstream health metrics (retention, GMV contribution, churn)
- Build dashboards and reporting cadences that give the team and senior leadership real-time visibility into funnel performance and experimentation results
- Report on creator PLG performance to senior leadership regularly, translating data into clear insights and a forward-looking roadmap of bets
Skills
- 8+ years of experience in growth marketing, demand generation, or PLG roles with direct ownership of self-serve acquisition and activation funnels
- Hands-on experience running structured experimentation programs (A/B testing, multivariate testing, CRO) with a track record of measurable funnel improvements
- Background at a PLG-oriented company, developer tools business, consumer app, or creator economy platform, with firsthand understanding of self-serve onboarding and activation mechanics
- Strong data orientation: you are comfortable in analytics tools, can define and instrument your own metrics, and use behavioral data to prioritize where to experiment next
- Experience partnering closely with Product and Engineering teams to influence in-product growth levers, not just top-of-funnel channels
- Proven ability to manage paid acquisition channels (search, social, video) with a PLG lens, optimizing toward activation outcomes rather than lead proxies
- Experience managing and growing a team, with a track record of building experimentation-driven, collaborative functions
- Strong written and verbal communication skills in English, including the ability to present funnel performance and growth strategy clearly to senior leadership
- Familiarity with affiliate marketing, creator monetization models, or marketplace dynamics is a meaningful advantage
- Experience with creator or developer community growth, including an understanding of what drives self-serve adoption in communities where trust and peer influence matter
Benefits
- All permanent team members are eligible to participate in various benefits plans as part of their overall compensation package
Company Overview