Growth Marketing Manager, PLG

About Semgrep

Semgrep, the leader in code security for builders, empowers invention without friction. Teams catch, flag, and fix real issues before they ship, powered by security that learns as they build. Semgrep secures code as it’s written and provides guardrails that pave the road for developers to move fast and stay secure. Built for builders and trusted by security, Semgrep lives where developers work, delivering fixes without breaking flow, and giving security teams visibility, control, and confidence.

Semgrep gets smarter as you build, with AI that learns your context to cut false positives and prioritize reachable vulnerabilities, validated by 95% of security reviewers across 6M+ findings. Semgrep makes zero false positives a reality with App Sec teams triaging 80% fewer false positives across Code and Supply Chain, dramatically shrinking the backlog.

Founded in San Francisco and backed by Menlo Ventures, Felicis Ventures, Lightspeed Venture Partners, Redpoint Ventures, and Sequoia Capital, Semgrep is recognized by Gartner in Application Security Testing and is trusted by leading organizations, including Snowflake, Dropbox, and Figma. Learn more .

Semgrep has a large and growing base of developers and security engineers who use our product every day, many of them before they ever talk to sales. This role exists to turn that organic adoption into a scalable, measurable growth engine.

As our first dedicated PLG Growth Marketer, you'll own the motion that converts free users into pipeline: building the programs, experiments, and cross-functional alignment needed to identify high-intent users, accelerate their path to value, and route the right signals to sales at the right time. You'll sit within the Global Campaigns & Growth Marketing team and work closely with Product, Lifecycle, Rev Ops, and Sales to connect in-product behavior to marketing motion.

This is a high-impact, high-visibility role for someone who is equally comfortable in data and strategy, and who knows how to build in an environment where the playbook is still being written.

Our expectation is that this role will be hybrid - requiring 2-3 days a week in our San Francisco office.

• Define and own the free-to-paid funnel from activation through opportunity conversion, with clear KPIs at every stage.

• Identify and prioritize the highest-value cohorts within Semgrep's free user base based on product usage, engagement signals, and firmographic data.

• Build programs including in-product, email, paid, and direct outreach that move high-intent users toward demo and sales engagement.

• Partner with Product, Rev Ops, and Sales to define what a PQL looks like at Semgrep including what signals, thresholds, and behaviors indicate readiness to buy.

• Build the infrastructure and workflows to route PQLs to the right motion: self-serve upgrade, lifecycle nurture, or sales-assisted.

• Continuously refine PQL scoring based on conversion data and sales feedback.

• Map the activation journey for new free users and identify where drop-off occurs.

• Partner with Product and Lifecycle to develop onboarding touchpoints including in-product messaging, triggered emails, and targeted campaigns that reduce time to value.

• Work closely with the Product team to design and run experiments across acquisition and activation stages from first touch through feature adoption using shared data to prioritize what to test and act quickly on results.

• Run experiments to improve activation rates across key user segments (developers, App Sec engineers, platform teams).

• Build and maintain a structured experimentation roadmap: hypotheses, tests, results, and iteration.

• Run A/B and multivariate tests across onboarding flows, landing pages, in-product prompts, and lifecycle touchpoints.

• Document learnings and share them broadly so the team compounds on what works.

• Use product usage data, behavioral signals, and tools like Dreamdata and Common Room to build a nuanced understanding of who our most engaged users are and what they do before converting.

• Partner with Lifecycle to develop segmented nurture paths for non-converting free users based on persona, usage pattern, and intent.

• PLG Metrics (Self-Serve Motion) Own AARRR funnel reporting across the self-serve motion: awareness, acquisition, activation, retention, and revenue. Core metrics include free signups, activation rate, feature adoption, free-to-paid conversion, and marketing-sourced pipeline from product-led motions. This is the primary ownership of the Growth Marketer in partnership with Product.

• PLS Signals (Sales-Assist Motion) In close partnership with Lifecycle Marketing and MOPs, define and monitor the product signals that indicate a user is ready for sales engagement as a Product Qualified Lead for Sales (PLS). This includes establishing the behavioral…