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Performance Marketing, AI Adoption
**Working at Atlassian** Atlassians can choose where they work – whether in an office, from home, or a combination of the two. That way, Atlassians have more control over supporting their family, personal goals, and other priorities. We can hire people in any country where we have a legal entity. Interviews and onboarding are conducted virtually, a part of being a distributed-first company. **Your future team** We’re looking for a strategic and hands-on **Performance Marketing Lead** to accelerate the awareness adoption and usage of **Rovo – Atlassian’s AI-native teamwork assistant**. As a key member of the Performance Marketing team, you'll play a foundational role in driving Rovo’s growth across the customer journey— crafting and scaling awareness, driving high-quality sign-ups, and increasing active usage through targeted campaigns, experimentation, and data-informed decision-making. You’ll join a cross-functional team at the forefront of AI innovation, leveraging deep customer insight, analytics, and a test-and-learn mindset to turn go-to-market strategies into real-world traction. This role is ideal for a performance marketing and growth marketer who thrives in a product-led environment and is passionate about AI, collaboration tools, and enabling self-serve, global adoption at scale. **Why Join Rovo at Atlassian?** Rovo represents Atlassian’s next-generation AI offering—built to reimagine how teams work, communicate, and collaborate. With a free, accessible product and a global brand, we’re on a mission to make AI useful and intuitive for every team. As our **Performance Marketing Lead**, you’ll help shape how the world discovers and uses AI to get more done—smarter and faster. **User Acquisition & Funnel Optimization** - Partner with Product Growth to build and optimize full-funnel growth strategies to drive awareness; high-volume, high-intent user traffic, and self-serve trials across paid and organic channels (paid, SEO, content, product-led growth, in-product triggers). - Architect and improve onboarding flows that compress time-to-value and drive product activation. - Develop and refine a growth funnel tailored to a free product model (visits → sign-ups → activation → DAU/WAU → retention). **Integrated Campaigns & Awareness Building** - Plan and execute **integrated, multi-channel marketing campaigns** to communicate AI education, category awareness, and Rovo’s value and competitive differentiation, and fuel adoption. - Launch targeted and scalable campaigns based on user segments, industries, and geographic priorities. - Lead segmentation, targeting, and personalization efforts across campaigns using behavioral, firmographic, and usage-based data. **Data, Analytics & Experimentation** - Define and track KPIs like sign-up rate, activation rate, engagement (DAU/WAU/MAU), and retention. - Partner with analytics and engineering to build dashboards, funnel reports, and cohort analyses to uncover growth opportunities. - Run ongoing A/B tests and multivariate experiments to improve conversion, activation, and engagement. **Lifecycle & Engagement Marketing** - Develop lifecycle and CRM programs (email, in-product messaging) that increase feature usage and deepen engagement. - Create behavior-based nurture flows to support new users, re-engage inactive users, and promote power-user behaviors. - Build behavioral triggers and automated nurture flows tailored to onboarding, feature discovery, and value realization to support new users, re-engage inactive users, and promote power-user behaviors. - Collaborate with product and design teams to surface personalized touchpoints inside the product experience to deliver high-impact retention plays and usage-based upsell motions. **Organic Growth Loops & Community** - Identify and implement viral and referral loops that incentivize sharing and team-wide adoption. - Collaborate with community and social teams to drive grassroots awareness and evangelism. - Leverage user-generated content and customer stories to fuel both brand and performance channels. **Cross-Functional Leadership** - Serve as a connector between marketing, product, design, analytics, and customer support to ensure aligned growth priorities. - Drive regular performance reviews and planning sessions to align on growth goals and next steps. - 10+ years in performance, growth, or product marketing—ideally with experience scaling usage of free or freemium SaaS or AI products. - Deep expertise in user acquisition, activation, lifecycle marketing, and in-product activation for self-serve models and the key metrics at each stage. - Proven success in leading multi-channel marketing programs, including paid media, SEO, lifecycle, and product-led growth. - Proven track record of effective stakeholder management. - Commitment to cultivate team culture, fostering a trusted working environment. - Fluency in business intelligence tools like Amplitude, Tableau and SQL. - Strong experimentation mindset with a proven ability to run and interpret A/B and multivariate tests. - Exceptional storytelling, communication, and collaboration skills. - A user-obsessed mindset with a passion for democratizing AI and making powerful tools accessible to all.
