Growth Marketing Manager - Labs

About the role ThreatAware is launching a new AI-powered product, and this role sits at the heart of it. As Growth Marketing Manager for Labs, you'll be in from day one — building the demand and activation engine that takes early users all the way to paying customers. This is a PLG-first role, which means you own the full journey outside the product: acquisition, onboarding communications, and the community that grows up around Labs. If you've ever wanted to build something from scratch and see it scale, this is that opportunity. Why ThreatAware? ThreatAware gives security teams a single source of truth for every device and tool in their organisation. We deploy in under 30 minutes, with 150+ integrations and no agents required. On average, we reveal that 10% of devices on a network go completely undetected and 30% of security controls are missing or silently failing. Now we're building something bigger. In February 2026, we raised $25M from One Peak, now we're scaling our North American operations and launching our AI-powered security workspace, giving security teams the freedom to build exactly the tools and automations they need, powered by six years of the most accurate cyber asset data in the market. What you'll do - Build the Labs acquisition funnel from scratch — paid, organic, and community - Own in-product and lifecycle communications that drive activation and free-to-paid conversion - Define and track Labs-specific metrics: activation rate, time-to-value, conversion - Build and grow the Labs user community across LinkedIn and relevant channels - Coordinate with the Core GMM on accounts where Labs and Core overlap - Work with Product and Engineering on the out-of-product journey and onboarding flow What we're looking for - Experience in PLG, self-serve SaaS, or product-led demand generation - You understand activation, not just acquisition. You know the difference between a user who signed up and one who actually got value and you obsess over the latter - You're comfortable building from zero. Blank-page processes, first-draft playbooks, and programmes with no precedent don't faze you, they excite you - You bring data and instinct in equal measure: rigorous enough to track what's working, creative enough to tell a story that makes people care - You're a natural community builder; you understand that in PLG, your users are often your best growth channel