Senior Director of Marketing, Web & Product Led Growth (PLG)

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.