Senior Director of Marketing, Web & Product Led Growth (PLG)
ElasticElastic, the Search AI Company, enables everyone to find the answers they need in real time, using all their data, at scale — unleashing the potential of businesses and people. The Elastic Search AI Platform, used by more than 50% of the Fortune 500, brings together the precision of search and the intelligence of AI to enable everyone to accelerate the results that matter. By taking advantage of all structured and unstructured data — securing and protecting private information more effectively — Elastic’s complete, cloud-based solutions for search, security, and observability help organizations deliver on the promise of AI.
What is The Role
We are seeking a seasoned Senior Director of Marketing, Web & Product Led Growth (PLG) to own the web strategy for Elastic and lead its evolution as a critical driver of product-led demand at scale! Elastic.co is the front door to a broad, developer-first platform spanning search, observability, and security, and this role is accountable for how that ecosystem drives discovery, evaluation, and entry into direct trials and marketplace trials and starts.
This role plays a central part in fueling Elastic’s new logo growth by turning web discovery and self-serve entry points into consistent sources of first-time customers. By aligning web strategy, PLG demand, and marketplace trial motions, the Senior Director ensures Elastic’s platform is discoverable, understandable, and easy to start, helping new teams adopt Elastic across search, observability, and security.
This leader will build how buyers experience Elastic for the first time, translating product value into clear, high-intent web and PLG entry points. The role works hand-in-hand with Product Marketing and Product Engineering to bring positioning, messaging, use cases, and narrative to life across Elastic.co.
Operating in a matrixed model, this role partners closely with PMM, engineering, marketplace teams, Data, and GTM partners to align web strategy. While the role sits within Marketing, it is fundamentally cross-functional and product-adjacent, requiring strong influence and leadership beyond direct ownership.
What You Will Be Doing
Web Strategy & Optimization
- Own the multi-year vision for the website as a primary revenue, brand, and PLG channel.
- Lead the platform roadmap, including infrastructure, integrations, performance, experimentation, and conversion optimization.
- Drive cross-functional alignment with Product, Marketing, RevOps, and GTM teams to ensure the web experience meets pipeline and revenue goals.
UX & Design Leadership
- Champion customer-first experience design that delivers frictionless navigation, accessibility, and visual excellence.
- Oversee design systems, usability standards, and testing to improve engagement and conversion.
- Lead internal/external UX and design teams to deliver rapid iteration, feature launches, and continuous improvement.
PLG Demand, Trials & Marketplace Growth
- Lead top-of-funnel PLG acquisition with a focus on high-intent traffic, direct trials, and marketplace trial starts.
- Define and track trial volume, quality, and conversion targets in partnership with analytics.
- Identify, test, and scale repeatable growth plays to move users from discovery into trial and adoption.
- Partner with Marketplace, Sales-Led Growth, and Engineering teams to optimize STLs/AEO, listing pages, attribution, and blended PLG + SLG user journeys.
AI-Aware Discovery & LLMO
- Own the LLMO strategy to embed AI-powered search, real-time personalization, and dynamic content experiences.
- Structure web and documentation content for accuracy and prominence in AI-driven discovery tools.
- Partner across PMM, Developer Relations, Digital, and Engineering to link AI-assisted discovery to trial demand and evaluation quality.
- Evaluate emerging AI technologies and scale web architectures that accelerate experimentation and content velocity.
What You Bring
- 12+ years in marketing, growth, web, or PLG-focused roles in B2B SaaS or platform companies.
- Shown ownership of web strategy and large-scale demand generation for trials or self-serve products.
- Experience driving demand across both first-party web and third-party marketplaces.
- Consistent track record of leading in matrixed, cross-functional organizations.
- Deep understanding of top-of-funnel PLG mechanics: discovery, evaluation, and trial entry.
- Strong web strategy, conversion optimization, experimentation, and analytics capabilities.
- Familiarity with evolving discovery patterns, including SEO and LLMO.
- Outstanding team management, influence, and executive communication skills.
#LI-BD1
Compensation for this role is in the form of base salary. This role does not have a variable compensation component.
The typical starting salary range for new hires in this role is listed below. In select locations (including Seattle WA, Los Angeles CA, the San Francisco Bay Area CA, and the New York City Metro Area), an alternate range may apply as specified below.
These ranges represent the lowest to highest salary we reasonably and in good faith believe we would pay for this role at the time of this posting. We may ultimately pay more or less than the posted range, and the ranges may be modified in the future.
An employee's position within the salary range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, geographic location, performance, and business or organizational needs.
Elastic believes that employees should have the opportunity to share in the value that we create together for our shareholders. Therefore, in addition to cash compensation, this role is currently eligible to participate in Elastic's stock program. Our total rewards package also includes a company-matched 401k with dollar-for-dollar matching up to 6% of eligible earnings, along with a range of other benefits offered with a holistic emphasis on employee well-being.
Additional Information - We Take Care of Our People
As a distributed company, diversity drives our identity. Whether you’re looking to launch a new career or grow an existing one, Elastic is the type of company where you can balance great work with great life. Your age is only a number. It doesn’t matter if you’re just out of college or your children are; we need you for what you can do.
We strive to have parity of benefits across regions and while regulations differ from place to place, we believe taking care of our people is the right thing to do.
- Competitive pay based on the work you do here and not your previous salary
- Health coverage for you and your family in many locations
- Ability to craft your calendar with flexible locations and schedules for many roles
- Generous number of vacation days each year
- Increase your impact - We match up to $2000 (or local currency equivalent) for financial donations and service
- Up to 40 hours each year to use toward volunteer projects you love
- Embracing parenthood with minimum of 16 weeks of parental leave
Different people approach problems differently. We need that. Elastic is an equal opportunity employer and is committed to creating an inclusive culture that celebrates different perspectives, experiences, and backgrounds. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, pregnancy, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, disability status, or any other basis protected by federal, state or local law, ordinance or regulation.
We welcome individuals with disabilities and strive to create an accessible and inclusive experience for all individuals. To request an accommodation during the application or the recruiting process, please email candidate_accessibility@elastic.co. We will reply to your request within 24 business hours of submission.
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