Growth Marketing Manager (PLG)

Tonic AI

1d

About The Position

Tonic.ai is a fast-growing, Series B company operating at the critical intersection of data privacy and AI agents. Our product, Tonic Fabricate, is an essential component of the modern AI development stack, enabling high-quality synthetic data generation.
We are looking for a Growth Marketing Manager to own the PLG funnel for Tonic Fabricate. Reporting to the Sr. Director of Growth Marketing, you will be responsible for the signup and post-signup user journeys with an emphasis on free-to-paid conversion, cross-sell, and funnel optimization.
What You’ll Do
You will sit at the center of Marketing, Product, and Engineering, acting as a technical marketer who can build a landing page in the morning and analyze SQL product usage patterns in the afternoon.
PLG Strategy & Roadmap
Drive the strategy for the self-serve experience: You'll translate high-level growth goals (e.g., "Increase Trial-to-Paid Conversion by 25%") into a prioritized backlog of experiments and features.
Funnel Optimization: Obsessively monitor the user journey using Amplitude or Mixpanel. Identify drop-off points and run rapid A/B tests to smooth the path from discovery to expansion.
Monetization Strategy: Partner with Product to test pricing gates and self-serve pathways, and credit-based systems to ensure a frictionless "swipe-to-pay" experience.
Lifecycle & Engagement
End-to-End Lifecycle Strategy: Map customer journeys and define key stages (onboarding, activation, habit formation, expansion). Build multi-channel automated flows (email, in-app triggers, Slack notifications) to move users through these stages.
Usage-Based Nurture: Use product data to identify highly active users and deploy automated, personalized triggers (emails, in-app notifications) to guide them toward paid tiers.
Onboarding & Activation: Define the "Aha!" moment for Tonic Fabricate and build the in-app checklists, tooltips, and welcome series that ensure users find value in their first session.
Hyper-Personalization: Build and refine audience segments using behavioral and usage data to deliver personalized product education and milestone triggers.
Product-Led Sales (PLS) & Expansion
PQL Identification: Instrument the platform to identify high-intent users and "Product Qualified Leads" (PQLs).
The "Sales Bridge": Create a seamless hand-off between self-serve paths and our sales team, identifying when a user belongs to a target enterprise account and surfacing that intent to our GTM teams.
Expansion Loops: Identify and implement "viral" features, such as team invitations or shared workspaces, to drive growth within organizations.
Key KPIs
DAU (Daily Active Users): Driving consistent, high-intent usage of Fabricate.
Conversion Rate: Improving the % of free users who transition to paid self-serve seats.
Pipeline Generated: Identifying and qualifying enterprise-level opportunities from the self-serve pool.
What We’re Looking For
Experience: 3+ years of growth marketing or "growth engineering" experience, specifically within product-led growth and self-service SaaS
Technical Fluency: You are comfortable writing SQL for cohort analysis, funnel deep-dives, and behavioral metrics.
AI-forward: You are able to vibe-code, build, and implement exponential efficiency through AI.
Creative Hustle: You don't wait for a brand agency. You can spin up experiments, test copy, and try "unscalable" things to find what works.
Analytical Rigor: Strong understanding of growth funnels, experimentation, and conversion optimization. You are data-informed and curious, using insights to prioritize, test, and refine ideas
Builder Mentality: You are excited to build the PLG playbook from scratch for a technical product in a cutting-edge category.
Why Tonic.ai?
Impact: You will be the primary driver of growth for our newest, most strategic product line, Fabricate.
Autonomy: We value "bias for action." You will have the freedom to experiment, fail fast, and double down on winning growth loops.
Culture: We value intellectual curiosity and grounded, data-driven strategy.

Requirements

• 3+ years of growth marketing or "growth engineering" experience, specifically within product-led growth and self-service SaaS
• You are comfortable writing SQL for cohort analysis, funnel deep-dives, and behavioral metrics.
• You are able to vibe-code, build, and implement exponential efficiency through AI.
• You don't wait for a brand agency. You can spin up experiments, test copy, and try "unscalable" things to find what works.
• Strong understanding of growth funnels, experimentation, and conversion optimization. You are data-informed and curious, using insights to prioritize, test, and refine ideas
• You are excited to build the PLG playbook from scratch for a technical product in a cutting-edge category.

Responsibilities

• Drive the strategy for the self-serve experience
• Obsessively monitor the user journey using Amplitude or Mixpanel
• Partner with Product to test pricing gates and self-serve pathways, and credit-based systems
• Map customer journeys and define key stages (onboarding, activation, habit formation, expansion)
• Build multi-channel automated flows (email, in-app triggers, Slack notifications) to move users through these stages
• Use product data to identify highly active users and deploy automated, personalized triggers (emails, in-app notifications) to guide them toward paid tiers
• Define the "Aha!" moment for Tonic Fabricate and build the in-app checklists, tooltips, and welcome series that ensure users find value in their first session
• Build and refine audience segments using behavioral and usage data to deliver personalized product education and milestone triggers
• Instrument the platform to identify high-intent users and "Product Qualified Leads" (PQLs)
• Create a seamless hand-off between self-serve paths and our sales team, identifying when a user belongs to a target enterprise account and surfacing that intent to our GTM teams
• Identify and implement "viral" features, such as team invitations or shared workspaces, to drive growth within organizations
• Driving consistent, high-intent usage of Fabricate
• Improving the % of free users who transition to paid self-serve seats
• Identifying and qualifying enterprise-level opportunities from the self-serve pool

Benefits

• Impact: You will be the primary driver of growth for our newest, most strategic product line, Fabricate.
• Autonomy: We value "bias for action." You will have the freedom to experiment, fail fast, and double down on winning growth loops.
• Culture: We value intellectual curiosity and grounded, data-driven strategy.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed