User Acquisition Manager, PLG

About the Role

ArcSite's product-led growth motion drives roughly half of company revenue and is our largest source of qualified leads. As User Acquisition Manager, PLG, you'll own user acquisition for our self-serve funnel, with a focus on bringing the right users into the ArcSite product efficiently and at scale.

You'll lead acquisition strategy across paid channels and App Store Optimization (ASO), managing the channel mix, budget, experimentation, and performance needed to grow self-serve signups and installs. You'll work closely with Product and Marketing to understand which users and acquisition sources drive the strongest downstream outcomes, using those insights to continuously improve targeting, spend, and channel strategy.

This is a hands-on role for someone who understands the unique dynamics of self-serve and product-led acquisition and knows how to turn paid and organic channels into a scalable growth engine.

Key Responsibilities

Own user acquisition strategy: Develop and execute the acquisition strategy for ArcSite's PLG motion, identifying opportunities across paid and organic channels to increase qualified self-serve signups and installs. Manage paid acquisition: Own and optimize paid search, social, display, affiliate, and other relevant acquisition channels, with a focus on self-serve users rather than sales-assisted lead generation.

Lead ASO strategy: Own App Store Optimization across iOS, Android, and Windows, including keyword strategy, listing optimization, creative testing, ratings and reviews, and regional/international optimization. Manage acquisition budget and channel mix: Allocate and optimize spend across acquisition channels to balance growth, volume, and CAC efficiency.

Build and optimize acquisition experiments: Develop a structured testing roadmap across channels, audiences, creative, landing pages, bidding strategies, and store listings to identify opportunities for growth. Measure acquisition quality: Analyze acquisition sources and downstream product behavior to understand which channels, audiences, and campaigns produce the highest-quality users.

Use these insights to improve targeting, channel mix, and investment decisions. Partner cross-functionally: Work closely with Product, Marketing, and Analytics to share acquisition insights, align on growth opportunities, and ensure acquisition strategy supports the broader PLG funnel. Product owns activation and conversion; this role owns getting the right users into the funnel.

Own acquisition reporting: Establish and monitor key acquisition metrics including CPI, CPA, CAC, signup volume, channel efficiency, store listing conversion, ASO visibility and rankings, and acquisition-source quality. Stay ahead of acquisition trends: Continuously evaluate emerging channels, platform changes, competitive activity, and new acquisition opportunities relevant to PLG and self-serve SaaS.

Requirements & Qualifications

4-6+ years in user acquisition, growth marketing, or performance marketing, ideally in B2B SaaS or mobile apps with a self-serve/product-led motion Hands-on experience managing paid acquisition campaigns across search, social, display, and/or affiliate channels Hands-on ASO experience across app store platforms (iOS, Android, and/or Windows), including keyword optimization and regional/international strategy Familiarity with paid bidding platforms (e.g., Google Ads, Apple Search Ads, Meta Ads Manager) and ASO/monitoring tools (e.g., Sensor Tower, AppTweak, Storemaven) Working knowledge of product analytics tools (e.g., Mixpanel, Amplitude) to evaluate the downstream quality of acquired users Comfort with SQL and CAC/funnel-efficiency analysis Nice to Have Experience acquiring users across multiple platforms, including iOS, Android, Windows, and Web.

• Experience in B2B SaaS, vertical SaaS, mobile applications, or field-service/construction technology.
• Experience working within a PLG organization where product usage and self-serve conversion are central to the growth model.
• Experience with ArcSite's marketing and analytics stack, including HubSpot, GA4, ChartMogul, Ahrefs, ASOlytics, and Mixpanel.

Benefits & Perks

We do not discriminate based on gender, race, ethnicity, orientation, creed, or other traits. We welcome people from diverse backgrounds and perspectives to apply to our positions.