PLG Product Marketing Manager, Mid-Level
Lucidya | لوسيديا
Job Level
Lead
Tech Stack
AndroidFirebaseiOS
About the role
- Own and execute ArcSite’s mobile product-led growth (PLG) strategy — driving installs, sign-ups, and revenue through app store visibility, paid acquisition, and funnel optimization
- Lead App Store Optimization (ASO) efforts across U.S. and international markets, improving keyword rankings, conversion rates, and listing performance
- Manage paid acquisition campaigns across Apple Search Ads, Google App Campaigns, Meta, TikTok, YouTube, and emerging platforms
- Plan and run structured experimentation programs - from store assets (copy, creative, pricing) to region-specific optimizations - aligning with Product on roadmap, timelines, and acceptance criteria
- Collaborate with Product and Engineering to improve onboarding flows and reduce friction from download to sign-up
- Own key mobile growth metrics (DAU, MAU, paid conversion, retention, churn); analyze user behavior to surface drop-off points and growth opportunities
- Conduct quantitative and qualitative research — including in-app surveys and user interviews — to capture insights from mobile users
- Partner across Marketing to support install-driving programs — including referrals, affiliates, influencers, SEO, and strategic partnerships
- Collaborate across Product, Sales, and Customer Success to ensure a cohesive, end-to-end user journey from discovery to activation and expansion
- Build and maintain growth models to forecast traffic, conversions, and revenue by platform, region, and channel
- Align PLG and SLG strategies by defining PQL criteria with Sales and RevOps, supporting lead scoring and a smooth self-serve to sales handoff
- Identify and activate expansion opportunities by surfacing high-value user accounts with potential for land-and-expand or enterprise growth
Requirements
- 7–10+ years of experience specifically in PLG growth, mobile acquisition, or performance marketing roles, ideally within a B2B SaaS or product-led model
- Proven success scaling app-based acquisition and conversion across iOS, Android, and international markets
- Deep expertise in App Store Optimization (ASO), including metadata, keyword strategy, localization, and A/B testing
- Experience managing paid user acquisition across Apple Search Ads, Google App Campaigns, Meta, TikTok, and YouTube
- Strong grasp of mobile funnel performance, behavioral analytics, and conversion optimization
- Familiarity with growth tools such as Firebase, Adjust, Branch, ASOlytics, AppTweak, and Mixpanel or similar tools
- Skilled in building forecast models, tracking against projections, and leveraging dashboards to guide decisions
- Strong cross-functional collaborator with excellent communication skills
- Experience with international growth strategies is a strong plus
