About the role
I’m Cole 👋 Head of Growth & Demand Generation at Plain — and the hiring manager for this role. We're the customer support platform for the next generation of B2B companies. Cursor, Vercel, Sanity, n8n, Dust, and Framer all run on Plain — companies you'll love working with, building things that people love. We're a small, tight-knit crew with offices in SF and London. This role is hybrid – 3 days a week in our SF office. We tend to start our days earlier (think 8 AM PT) so we get real-time overlap with our colleagues in Europe. Why this role is special You'd be joining my team as the first true growth IC. Plain's growth engine is partly proven and mostly unbuilt — AEO is already our #1 inbound channel and we're ahead of most companies on it. Self-serve generates real revenue with almost no marketing or product investment yet. There's a lot to compound and a lot of channels nobody has touched. You'll work directly with me. I've done this before — most recently at Ashby and Apollo. You and I will figure out where to bet together: what's working, what to double down on, what's worth testing next. Your job is to make those bets real — run the campaigns, build the systems, ship the experiments, and report back the signals that tell us what to scale. There's a clear runway: marketing will 4-5x the size a year from now, and the realistic path here is IC → Senior Growth Manager → lead a growth function end-to-end. We hire for trajectory, not just for a gap we're filling today.
What you'll do You'll have real budget, real autonomy, and a real finger on the scale of revenue. You won't be briefing an agency to do this work — you'll be in the campaigns, the docs, the data. You will: Compound paid media. Build campaigns across LinkedIn, Google, Reddit, and whatever's next. Write the copy, set the testing cadence, kill what's not working, triple down on what is. Keep our top inbound channel healthy. Plain's organic search is our strongest acquisition lever. You'll be the day-to-day owner of technical SEO and AEO – reviewing changes to the help center and blog before they ship, catching regressions, and partnering with engineering on technical fixes. Run the experiments that tell us what to bet on next. Landing pages, paid creative, funnel tests, channel-level pilots. Bring the ideas, not just the execution. Bring structure to demand gen programs. Brief design, write up results, share learnings with sales and the rest of the company. The goal is for the rest of Plain to know what's working in our world. Bring a point of view on where Plain should invest next. We'll decide together. You'll execute it. This is a great fit if you… Have proven experience in growth, demand gen, or growth marketing – likely at one or two early-stage B2B companies where you wore multiple hats. Exposure to developer tools or technical buyers is a plus. Have owned at least one of paid media, SEO/AEO, lifecycle, or experimentation as a primary scope, and have touched the others enough to ramp quickly. Like getting your hands dirty. You'd rather set up the campaign yourself than brief someone else to do it. Are comfortable with technical surface area. You can read a Search Console report, debug a tracking pixel, build a workflow in n8n or Zapier, and have a real opinion on funnel instrumentation. Ship things. The strongest candidates we'll talk to have shipped something in the last 24 hours. Communicate clearly in writing. A lot of this role is sharing what you're working on with the rest of the company. Bring opinions. You'll tell us at least one thing you think Plain is doing wrong on growth today, and have a point of view on how to fix it. Take your success personally. Marketing is accountable to pipeline and revenue here — we’re not going to hide behind MQLs. This won't be the right role if you… Do your best work with an established brand, a big budget, and a large team behind you. We're early, and the fun part is building from scratch. Are coming from a deep specialist track and want to stay in one lane. This role touches a lot, by design. Expect to start hiring a large team in 6 months. We're operator-heavy by design and will be for a while. Need a lot of process and structure before making decisions. We have strong traction, but we're still figuring things out. Prefer long approval chains and agency support. We're lean and we move fast.
