Director, Creator Growth (PLG)

About the Role

As a key member of the creator growth team, you will define the creator PLG strategy, own the funnel from first touch through activation and retention, and lead a team that runs structured experimentation to find what converts. Your expertise in growth marketing, CRO, and product adoption will be crucial in optimizing self-serve funnels with precision and translating behavioral data into growth levers.

Later is a pioneer in the influencer marketing space, trusted by leading enterprise brands such as Nike, Wayfair, Unilever, and Southwest Airlines. The company's AI-powered platform and proprietary data enable brands to understand what will work before they launch, removing fear and guesswork from influencer marketing.

What You Will Do

• Own the creator PLG strategy end to end, defining the self-serve acquisition model, funnel architecture, and channel mix that drives affiliate creator growth across Later Influence and Mavely.
• Set the annual and quarterly GTM plan for creator PLG, including goals, experimentation roadmap, and success metrics tied to creator signups, activation rates, and time-to-first-transaction.
• Map the full creator funnel from first awareness through onboarding and first meaningful action, identifying the highest-leverage drop-off points and owning the roadmap to improve them.
• Define where PLG and SLG motions intersect, building clear handoff criteria and shared pipeline logic with the Creator SLG team.
• Own conversion rate optimization across the creator acquisition funnel, including landing pages, signup flows, onboarding sequences, and in-product activation touchpoints.
• Build and run a structured experimentation program, including A/B and multivariate tests across messaging, creative, offers, and UX, with a clear process for prioritizing, running, and scaling winning tests.
• Partner with Product and Engineering to identify in-product growth levers, surface friction in the creator onboarding experience, and advocate for changes that improve activation rates.
• Develop and optimize paid and organic acquisition channels (search, social, content, community, partnerships) with a PLG lens, optimizing toward self-serve signup and activation.
• Collaborate with cross-functional teams to ensure alignment and maximize impact.

What We Are Looking For

• 8+ years of experience in growth marketing, CRO, and product adoption, with a focus on product-led growth.
• Proven track record of translating behavioral data into growth levers and optimizing self-serve funnels with precision.
• Experience operating inside a developer-facing, consumer, or creator-economy product with a PLG motion.
• Strong understanding of how to optimize self-serve funnels with precision and expertise in CRO.
• Experience leading a team and managing structured experimentation programs.
• Excellent communication and collaboration skills, with the ability to work closely with cross-functional teams.
• Strong analytical and problem-solving skills, with the ability to interpret complex data and make informed decisions.
• Experience with AI-powered platforms and proprietary data is a plus.

Nice to Have

• Experience working in the influencer marketing space or a related industry.
• Knowledge of Later's AI-powered platform and proprietary data.
• Experience with developer-facing, consumer, or creator-economy products.
• Certification in growth marketing, CRO, or a related field.

Benefits and Perks

• Competitive salary and benefits package.
• Opportunity to work with a leading enterprise brand in the influencer marketing space.
• Collaborative and dynamic work environment.
• Professional development opportunities, including training and certification programs.
• Flexible work arrangements, including remote work options.
• Access to the latest technologies and tools in the industry.
• Recognition and reward for outstanding performance.
• Comprehensive health and wellness programs.

• Tip: Develop a strong understanding of growth marketing, CRO, and product adoption principles to stand out in this role.
• To succeed, focus on building a structured experimentation program that drives conversion rate optimization across the creator acquisition funnel.
• Later values collaboration and communication, so be prepared to work closely with cross-functional teams and communicate complex data insights effectively.
• When applying, highlight your experience with product-led growth strategies and your ability to optimize self-serve funnels with precision.
• Be prepared to discuss your approach to experimentation and how you prioritize, run, and scale winning tests.
• Later is a pioneer in the influencer marketing space, so be sure to research the company's AI-powered platform and proprietary data to understand its unique value proposition.
• Consider how your skills and experience align with the company's goals and values, and be prepared to discuss your long-term career goals and how they fit with Later's vision.