Director of Product-Led Growth (copy)

As the Director of Product-Led Growth at Filevine, your main responsibilities include developing and executing product-led growth strategies focused on user acquisition, retention, and expansion. You will oversee the transition of Vinesign and Filevine Free Trials into core revenue-generating programs and manage key financial metrics such as P&L and ROI of these initiatives. Additionally, you'll drive collaboration across marketing, sales, and engineering to ensure a cohesive approach to growth strategies.

Filevine seeks candidates for the Director of Product-Led Growth role who possess 6-8 years of experience in growth marketing, digital marketing, or product management, particularly within B2B SaaS. Essential qualifications include a proven track record in scaling product-led growth programs, an understanding of growth funnels, and proficiency in data analytics and web optimization. Strong business acumen and exceptional communication skills are also crucial for success in this role.

In the context of the Director of Product-Led Growth at Filevine, product-led growth (PLG) is defined as a business strategy that relies on the product itself to drive user acquisition, engagement, and retention. This means using the product experience to attract users, improve conversion rates, and increase customer lifetime value, ultimately contributing significantly to overall revenue. The role focuses on creating seamless in-product experiences that encourage engagement.

To excel as the Director of Product-Led Growth at Filevine, candidates should demonstrate a blend of creativity and analytical skills. Expertise in SEO, CRO, and web analytics is critical. Additionally, strong leadership skills to mentor a team focused on growth experimentation are essential. A self-starter mindset and an ability to navigate ambiguity while executing strategic visions will also help ensure success in this role.

The Director of Product-Led Growth at Filevine will lead a team focused on SEO, conversion rate optimization, and growth experimentation. This role requires deep collaboration with cross-functional teams including marketing, sales, product, and engineering to ensure alignment on growth strategies. You'll be instrumental in educating internal stakeholders on PLG best practices and enabling seamless transitions between self-serve and sales-assisted models.

When answering this question, focus on specific strategies you have created or implemented in the past. Highlight measurable outcomes such as increased user acquisition or improved retention rates while detailing any challenges you faced and how you overcame them.

Employ examples demonstrating your comfort with data analytics tools and methodologies. Detail how you've used data insights to inform strategy tweaks, A/B testing results, or user behavior analysis, and stress the impact your data-driven decisions have had on growth.

Discuss specific tactics you've successfully implemented to increase conversion rates. This could include improvements in user onboarding processes, conducting thorough funnel analyses, or using techniques like A/B testing to refine user flows.

Emphasize a framework or process you follow to ensure a balance between quantitative analysis and creative solutions. Offer examples where a creative approach led to unexpected positive outcomes and how you validated these ideas with data.

When detailing a successful product launch, focus on the planning process, cross-functional collaboration, and the outcome. Include metrics that showcase the success of the launch in terms of user acquisition and revenue growth, highlighting your specific contributions.

Highlight your previous mentoring roles and the impact you had on team performance. Demonstrate how you fostered a culture of continuous learning and experimentation while sharing techniques and frameworks that have worked in your experience.

Discuss a specific instance where market conditions or user feedback required you to adjust your approach. Focus on the factors leading to the decision, how you implemented the pivot, and key takeaways that have informed your subsequent strategies.

List the tools you have experience with and discuss how each has played a role in your growth strategies. Explain any notable integrations or insights you've gained from using these tools and how they've contributed to successful outcomes.

Offering a structured approach for cross-team alignment can be beneficial. Discuss efforts you've made to foster communication between teams, conduct workshops on PLG best practices, and ensure everyone is working towards shared company objectives.

Explain your familiarity with user behavior modeling and its importance in understanding user interactions with products. Share examples where you've utilized modeling to shape product features or drive engagement.