Summary of the role the Role

This role builds and leads the marketing function behind our self-service growth: acquisition, trial-to-paid conversion, and lifecycle expansion for small legal firms and solo practitioners. You own the marketing motion end to end — content, campaign and customer-journey strategy, lifecycle — andyou'reaccountable for the overall PLG outcome, delivered through a tight partnership with the digital lead who owns the web, commerce, and product-surface experience. You'lllead a small, senior team and run the engine as an AI-human hybrid, with agents carrying production and lifecycle mechanics under your team's direction.

About the Role

• The self-service growth outcome — self-serve revenue growth and the CAC, LTV, and conversion efficiency behind it — as the single accountable owner of the PLG motion end to end.

• Content and campaign strategy, and the definition of thecustomermotions and journeys that drive self-serve acquisition, conversion, and expansion.

• Lifecycle andgrowthmarketing: usage-triggered nurtureand expansion delivered via email, in-product, paid media, performance marketing, and digital channels.

• Activation and funnel measurement — the activation definition, propensity and journey modeling, and the product-qualified-lead (PQL) signal — in partnership with data science and analytics and the shared CDP.

• Team leadership: hire, develop, and lead a small, senior team spanning self-service acquisition, growth, and lifecycle, and experimentation — and set the goals andmethodologythe AI-human hybrid model runs within.

About You

• 10+ years in growth or product-led growth marketing, with direct ownership of a self-service revenue or conversion number —you'vebuilt or scaled a PLG motion, not supervised one from across the table.

• 5+ years leading and scaling marketing teams, witha track recordof developing senior talent.

• Deep strength in content strategy, lifecycle and email marketing, and customer-journey design

• Familiarity and comfort in collaborating closely with central paid media and performance marketing teams

• Fluency in CAC and LTV economics, funnel conversion, and lifecycle marketing.

• Familiarity with PLG instrumentation and decision science: activation events, PQL modeling, funnel analytics, and experimentation design.

• Working knowledge of the self-serve commercial stack — free trial vs. freemium, monthly / pay-as-you-go pricing, edition-ladder packaging, and self-serve checkout.

• Proven ability to drive a shared outcome across partners youdon'tcontrol — digital strategy, media, product, commerce, and data science — orchestrating one connected customer journey.

• Experience marketing to considered, security-sensitive B2B buyers; legal, professional services, or another trust-driven category preferred.

• Experience with the AI-human hybrid operating model: agents carrying production and lifecycle mechanics under human direction, with senior judgment reserved for strategy and quality.

#LI-TV1