Product-Led Growth (PLG) Manager
Department: Growth ·
Reports to: CEO ·
Location: Flexible ·
Employment type: Full-time
About BusinessChatBusinessChat builds AI agents that handle customer conversations for B2C brands in MENA: support, lead qualification, product discovery, and sales. 1,000+ brands use it today. You'll own how new brands find us, set up their first agent, and become paying customers.
About the roleYou'll own self-serve growth. That means turning signups into brands with a live AI agent, those brands into paying customers, and paying customers into larger accounts. You'll find the biggest drop-offs, run experiments every week, and ship fixes with Engineering and Design.
ScopeYou own
- Website-to-signup conversion (signup pages and flows)
- Onboarding: channel setup, AI agent setup, and time to first AI-handled conversation
- Activation definitions for each vertical we target, plus the templates and starter content that support them
- The trust step: test mode and the first-week experience that gets a brand comfortable letting AI talk to its customers
- Trial-to-paid conversion, the self-serve checkout, and upgrade flows
- Lifecycle messaging triggered by product behavior (in-app, email, WhatsApp)
- The experiment roadmap and backlog
- Funnel tracking, dashboards, and reporting
- PQL and PQA criteria
You share
- Pricing and packaging — with Revenue Team
- Retention, expansion, and churn reduction — with Customer Success
- PQL routing and sales-assisted upgrades — with Sales
- Website messaging and positioning — with Marketing
- Core features that drive adoption (channel connectors, agent setup) — with Product and the AI team
Out of scope
- Demand generation: paid ads, SEO, content, events, brand — owned by Marketing
- Sales-led and enterprise deals — owned by Sales
- Account management and renewals for sales-led customers — owned by Customer Success
- The AI engine and the core product roadmap outside growth surfaces — owned by Product and AI teams
Metrics you own: signup conversion rate, activation rate, time to first AI-handled conversation, trial-to-paid conversion, and new self-serve MRR.
What you'll doRun the funnel
- Map the full journey from website visit to expansion, and find where brands drop off
- Define activation milestones and PQL criteria with Sales
- Hold a weekly growth metrics review
Experiment
- Keep a ranked backlog (ICE or RICE) and ship experiments weekly across onboarding, paywalls, pricing pages, and upgrade flows
- Build team invites and channel expansion prompts (a brand adds Instagram after WhatsApp)
- Work with Engineering and Design to ship small changes fast
Onboarding and monetization
- Own onboarding: setup checklists, templates, empty states, and in-app guidance
- Build lifecycle messaging that moves brands to activation and upgrade
- Work on trial design, plan limits, and paywall placement
- Find expansion opportunities (seats, message volume, add-ons) and spot churn risk from usage
Data and customers
- Define event tracking with Engineering, and keep the data clean enough to trust
- Run funnel, cohort, and retention analysis
- Talk to customers every week: interviews, surveys, session recordings
- Share results with leadership and the company, failures included
Work with other teams
- Marketing: the handoff from visitor to signup, and website conversion
- Sales: PQL routing, usage insights, and sales-assisted upgrades for larger accounts
- Customer Success: adoption and feature discovery after the first 90 days
What we're looking forMust have
- 3+ years owning a growth funnel or conversion metric, in a B2B SaaS, mobile app, marketplace, or consumer platform
- Experiments you designed, shipped, and measured, with results you can explain, failures included
- A clear record of improving a number you owned: activation, conversion, retention, or revenue
- Strong funnel and cohort analysis, experiment design, and an understanding of statistical significance
- Hands-on with product analytics (Mixpanel, Amplitude, PostHog, Firebase, or similar)
- Experience shipping product changes with Engineering and Design
- Clear writing and the ability to get work done across teams without direct authority
Nice to have
- B2B SaaS experience, especially with a self-serve or trial motion
- Experience with customer support, messaging, or conversational AI products
- SQL and BI tools (Metabase, Looker, or similar)
- Onboarding and lifecycle tools (Userpilot, Appcues, Customer.io, or similar)
- Pricing, packaging, or usage-based billing experience
- PQL scoring or product-led sales experience
- WhatsApp Business API and Meta onboarding knowledge
