Director, Creator Growth (PLG)

About this position:

Later is building the most creator-centric growth engine in influencer marketing, and product-led growth is a core pillar of how we scale. We are looking for a Director of Creator Growth (PLG) to own the full-funnel, self-serve creator acquisition and activation motion end to end. This is a senior, high-visibility role that will report directly into the GM of Creator and sit at the intersection of product, marketing, and data to build the systems and programs that bring creators into the Mavely ecosystem and move them from signup to active, revenue-generating participants.

You will be responsible for defining the creator PLG strategy, owning the funnel from first touch through activation and retention, and leading a team that runs structured experimentation to find what converts. The ideal candidate has operated inside a developer-facing, consumer, or creator-economy product with a PLG motion, understands how to optimize self-serve funnels with precision, and has a track record of translating behavioral data into growth levers. If you thrive at the intersection of growth marketing, CRO, and product adoption, this role was built for you.

What you'll be doing:

Strategy & Ownership

• 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.

Funnel Execution & CRO

• Own 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.
• Develop and optimize 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.