Director, Creator Growth (PLG)

Later is the world’s most intelligent influencer marketing company, built to give brands the confidence to create unforgettable campaigns. By combining real creator relationships, trusted intelligence, and expert guidance, Later removes fear and guesswork from one of marketing’s most visible investments. Built on a native, AI-powered platform and more than a decade of proprietary data—including billions of social interactions, impressions, and $2.4B+ in verified influencer-driven purchases—Later helps teams understand what will work before they launch. By combining trusted insight with expert guidance, Later removes guesswork from influencer marketing, enabling brands to choose the right creators, execute fully managed campaigns, and drive meaningful growth across awareness, engagement, and revenue. Trusted by leading enterprise brands including Nike, Wayfair, Unilever, and Southwest Airlines, Later bridges creativity and performance so campaigns don’t just look good—they deliver results. Learn more at later.com. 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 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. Cross-functional Partnership 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. Team Leadership 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. Measurement & Optimization 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. What success looks like: Within 60 days, you have audited the existing creator self-serve funnel end to end, identified the top three conversion gaps, and presented a prioritized experimentation and investment roadmap to leadership. By 90 days, the first round of funnel experiments is live, a measurement framework is in place, and the team has a clear weekly operating rhythm around test design, analysis, and iteration. At 6 months, creator activation rates are improving quarter over quarter, you have established a reliable attribution model connecting PLG investment to creator-sourced GMV, and the PLG and SLG handoff is operating smoothly. At 12 months, the creator PLG function is a scalable, data-driven growth engine with compounding results, a full team in place, and a roadmap that extends the self-serve motion into new creator segments and geographies. What you bring: We are committed to building an inclusive, supportive place for you to do the best and most rewarding work of your career. If you identify with any of the following, we encourage you to apply! 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…