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LottieFiles is the platform for motion on the web and in apps, used by millions of designers and developers to create, customize, and ship lightweight vector animations. The company builds tools, formats, players, and developer surfaces that power this ecosystem and is growing through product-led growth rather than brand-focused marketing.
You will own how LottieFiles acquires, activates, and retains users, and will build the marketing and growth team to run that system. This is a user-focused role, not a brand-only or sales leadership seat. You own registered users, MAU, activation, and the full marketing stack: organic, product marketing, lifecycle, community, developer marketing, and paid channels.
You'll inherit a working marketing organization with a clear mandate: systematize growth, hire for gaps, kill underperforming channels, and scale usage on products that bring the next wave of users—including AI-assisted motion, agent workflows, and developer tools.
Key responsibilities include:
- Own the company growth number (registered users, MAU, activation) and the channel mix that drives them
- Set weekly operating rhythm: what ships, what gets killed, what gets measured
- Build and maintain a growth dashboard that leadership trusts, tracking registrations, MAU, funnel steps, organic vs. paid, and cohort quality
- Decide budget and people allocation across organic, SEO/AEO, paid, community, lifecycle, and developer surfaces
- Protect existing acquisition engines (library/organic) while standing up new ones
- Own positioning and narrative across Creator and developer products as one company story
- Lead product marketing and launch motions with Product and Engineering focused on first success, not feature catalogs
- Own paid and organic acquisition as an integrated system; hold agencies and internal owners to efficiency metrics
- Own lifecycle, email, and in-product growth loops with Product
- Partner with Community and Social to compound builder and developer reach
- Build a rock-solid growth and marketing team: org design, hiring, leveling, and coaching
- Hire missing seats (including senior developer marketing) and clarify ownership across campaigns, conversions, content, social, community, and landing pages
- Create a culture of shipping: docs, landers, and experiments leave the building weekly
- Partner with Product and Engineering on activation and first-run paths
- Partner with Sales where growth and revenue motions intersect (you do not own pipeline)
- Bring customer and usage truth into leadership bets; say no when a launch isn't ready
Requirements:
- 8–12+ years in growth and/or marketing leadership at a PLG SaaS, design tool, creative platform, or developer product, with a clear portfolio of user growth you owned
- Proven experience building and leading a multi-disciplinary marketing/growth team (not just managing agencies)
- Deep fluency in user metrics: registration, activation, retention, MAU—and the habit of tying every channel to those numbers
- Hands-on enough to read analytics, kill a bad campaign, and rewrite a landing page brief yourself
- Strong writer and operator: positioning, GTM plans, and weekly plans that teams can execute
- Comfortable working with product and engineering as a peer; you can push on activation without waiting for perfect decks
- Experience with organic-led growth (SEO, content, community) and paid—and knowing when to turn paid off
Bonus experience:
- Scaled a design, motion, or developer tool through a similar stage (strong organic base, new product surfaces coming online)
- Hired developer marketing/DevRel/technical PMM seats and know the differences
- Worked on AI-assisted or agent-era developer products without treating them like brand campaigns
- Run growth when free usage was the metric and revenue was a later constraint
- Killed a channel, launch, or narrative that wasn't working
Note: This role is not Head of Sales (no pipeline or enterprise closing ownership), not a brand/creative director seat, not a demand-gen manager with a bigger title, and not a pure DevRel or conference evangelist role. Preferred: overlapping Asia/Europe hours.
