Onboarding & Activation Owner (PLG) — B2B SaaS

We're a B2B SaaS that connects WhatsApp with CRMs (HubSpot, Pipedrive, monday.com, Bitrix24 and more). We're product-led — most users self-serve from a free trial. Our onboarding tooling is already in place; what's missing is a single owner who makes onboarding and trial-to-paid activation actually work. THE PROBLEM YOU'LL OWN Our trial-to-paid conversion is underperforming and nobody owns the loop end to end. We send a high volume of lifecycle email/in-app messages, but it's generic and barely converts. We have the data and the tools — we lack ownership, segmentation, and iteration. WHAT YOU'LL DO - Own onboarding & activation as a process, not a one-off project: define the current state (point A), propose a clear target (point B), build it, and own tracking + iteration. - Segment trial users (start where the traffic is — people who connect a CRM; likely one CRM first as a POC, e.g. HubSpot), find which features the converting cohort actually uses, and re-shape onboarding to drive the rest of the cohort to those "aha" features. - Build and optimize lifecycle flows in our existing stack. Tie every flow to a measurable goal (e.g. trial-to-paid) and report movement. - Coordinate the people who help execute: support team members ready to take on customer-success touches, and a dev team you can push (via us) for in-product changes. OUR STACK (already set up — you'll operate it, not build from zero) - Customer.io — lifecycle email + in-app (campaigns, broadcasts, goals/attribution) - Intercom — in-app messages, checklists, product tours - PostHog — product analytics + surveys - Apollo (enrichment) and per-rep mailboxes for personalized touches You won't start cold: we'll hand you the data picture, the segments, and a first-pass playbook. We do ~70% of the heavy data lifting in-house. Your value is ownership — taking the wheel, driving it to a number, and keeping it iterating. WHO WE'RE LOOKING FOR - A hands-on operator who takes ownership and drives to outcomes — you chase people when something stalls, you ship, you measure. - Real PLG / lifecycle / activation experience in B2B SaaS (Customer.io / Intercom / PostHog or close equivalents). - Comfortable working from data: cohorts, funnels, conversion windows, attribution. - Lean and fast — not an agency-style process. No heavyweight frameworks, no 5-month discovery. Show us you move quickly and own the result. ENGAGEMENT Start with a scoped POC on one CRM segment; expand across CRMs as it proves out. TO APPLY, PLEASE ANSWER 1. A B2B SaaS onboarding/activation flow you owned — conversion before, what you changed, what it became (with numbers). 2. Which of our tools you've operated directly. 3. For "trial users who connect a CRM but don't reach paid," what are the first 2-3 things you'd look at in week one? Generic proposals without specifics will be skipped.