The Challenge
GC AI just 10x'd revenue in 12 months and landed $60M Series B. You're their first Head of Self-Serve & PLG-tasked with scaling what's already a major revenue driver into their primary growth engine, working directly with the CRO to own the full P&L.
Your Mission
Map current self-serve funnel end-to-end; identify top 3 friction points blocking activation and paid conversion with quantified baseline metrics
Define ICP for self-serve motion and establish north star metrics (activation rate, expansion revenue, LTV:CAC ratio) with quarterly targets aligned to revenue goals
Launch 4-5 rapid experiments (onboarding UX, pricing variants, content/SEO pillars, paid channels) to identify highest-leverage growth levers
Establish cross-functional cadence with Product, Marketing, and Sales; align on 'healthy friction' rules and handoff criteria
Hit Q2 self-serve revenue target; demonstrate 15-25% QoQ improvement in activation or expansion metrics
Scale top 2-3 winning growth levers from experimentation phase; build repeatable playbooks for paid acquisition, organic content, and expansion loops
Ship 2-3 product-led features (Slack integration enhancements, self-serve onboarding improvements, usage-based analytics) that directly impact activation or expansion
Build self-serve as top-of-funnel engine for enterprise sales; establish referral/land-and-expand motion contributing 15%+ of enterprise pipeline
KPIs You'll Own
Self-Serve Revenue (MRR/ARR)
Total recurring revenue generated from self-serve sign-ups, paid conversions, and expansion-primary P&L accountability.
Activation Rate
% of free sign-ups reaching core product value (e.g., first successful contract review/analysis) within 7 days.
Paid Conversion Rate
% of free activated users converting to paid subscription, tracked by cohort and acquisition source.
LTV:CAC Ratio
Lifetime value vs. customer acquisition cost by channel; target 3:1+ for sustainable self-serve motion.
Expansion Revenue
Net new ARR from existing self-serve customers upgrading seats, plans, or new products.
Churn Rate (Monthly/Annual)
% of self-serve customers canceling; benchmark against cohort to identify at-risk segments.
Funnel Conversion: Sign-up → Activation → Paid
End-to-end funnel health; critical for identifying optimization opportunities at each stage.
Tools & Stack
Your Team
Your Manager
Chief Revenue Officer (CRO)
Current Team
First Head of Self-Serve & PLG; peer relationships with Product, Marketing, Sales leadership; likely small team to build
New role-first dedicated self-serve/PLG leader
The Package
Salary
$200K-$240K base
Variable
Sales commission or performance bonus (quota-carrying role)
Equity
Likely stock options; Series B company
Remote
Hybrid if within 50 miles of San Mateo, CA or Provo, UT (Mon/Wed/Fri on-site); otherwise fully remote (US/Canada)
Benefits & Perks
Company Intelligence
GC AI is the fastest-growing, most-trusted legal AI platform for in-house legal teams. They 10x'd revenue in 12 months, raised $60M Series B at $555M valuation, and power 1,300+ companies including News Corp, Miro, Vercel, Snyk, and TIME. Backed by Scale Venture Partners, Northzone, Sound Ventures, and Vercel CEO Guillermo Rauch.
Funding
$60M Series B ($555M valuation)
Customers
1,300+ companies: 150+ public companies, 25+ unicorns, including News Corp, Miro, Bass Pro Shops, Snyk, Skims, Liquid Death, Vercel, Zscaler, TIME
Culture
1% better every day, customer obsession, ship today, find a way, care deeply, own it completely. High-performing team with real ownership; low process overhead.
Is This Role For You?
- You've built or scaled a self-serve or PLG motion from the ground up and can show revenue, activation, and expansion metrics
- You thrive in ambiguity and can shift from creative problem-solving to building repeatable systems as the motion scales
- You're comfortable with quota accountability and designing a full P&L (sign-ups → activation → paid conversion → expansion)
- You have startup, top-tier consulting (McKinsey/BCG/Bain), or PE/VC portfolio ops experience-you move fast and own outcomes
- You need perfect clarity and a fully mapped playbook before starting; this role requires building GTM strategy in real-time
- You prefer pure strategy over hands-on execution-this is a quota-carrying, metrics-obsessed role with daily cross-functional work
- You don't have direct experience with self-serve/PLG growth; adjacent experience (enterprise sales, marketing funnels) won't close the gap fast enough
Interview Process
Initial Screening
Conversation with recruiter or People team on PLG background, motivation, and remote/location fit
Deep Dive: Self-Serve Case Study
1-hour call with CRO + Head of Product diving into your past self-serve/PLG success; metrics, experiments, challenges, and cross-functional alignment
Growth Strategy Challenge
Take-home or live working session: design 90-day self-serve GTM strategy for GC AI, including ICP, funnel, experiments, and success metrics
Cross-Functional Panel
30-min conversations with Product, Marketing, and Sales leads to assess collaboration style and strategic alignment
Final: CRO + CEO Conversation
Cultural fit, mission alignment, and final expectations on autonomy, team structure, and first-year goals
Ready when you are
Interested in this role?
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Context
About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.