Key skills
PLG campaign strategylifecycle campaignsdata-driven mindsetPLG toolsexperience marketing to securitymessaging instinctscollaboration with Productexperimentation skillsAISaaSSales
About this role
XBOW is redefining the future of cybersecurity by building the world's first autonomous pentester powered by AI. They are seeking a PLG Campaign Marketing Manager to own and scale product-led growth motions, designing campaigns that activate users and convert interest into engagement.
Responsibilities:
- Own PLG campaign strategy and execution across key moments like demo requests, evaluation, activation, and expansion
- Build and run lifecycle campaigns across in-product messaging, email, and light outbound
- Work closely with Product to highlight key value moments and shorten time to value
- Segment and tailor campaigns by persona and intent, including CISOs, AppSec, and engineering leaders Partner with Sales and RevOps to improve demo quality, conversion, and pipeline velocity
- Track performance, run experiments, and iterate based on product usage and revenue data
Requirements:
- 4–7+ years of experience in growth, lifecycle, or product marketing
- Proven experience running PLG or lifecycle campaigns for a technical product
- Strong messaging instincts — able to simplify complex products
- Comfort working closely with Product, Sales, and RevOps
- Data-driven mindset with strong experimentation skills
- Experience marketing to security, DevOps, or technical buyers
- Experience with PLG tools (e.g., HubSpot, Segment, Amplitude, Pendo, Intercom)
- Background in SaaS, security, or developer-focused products
- Experience supporting both self-serve and enterprise sales motions