IMO:
-PF is fine, but you could go larger, like 13BB (make sure you are playing the same with AK,QQ+)
-Flop fire is fine (hand needs protection and you can get value from worse)
-On turn we could go either way I think, but I`m still ok with betting, villain won't have too many 9x in his range, hand still needs protection.
-River: I don't think he will have many Kx, and he will quite a few busted draws.

So if he gets to the river with something like:
JJ-TT,T9s,AhKh,AhQh,KhQh,AhJh,KhJh,AhTh
(I think 88,77,KK,AA - would 3b flop a decent % of the time & KK/AA re`raise PF)
(some strong non T9, 9x combos would often raise turn)

vs such a range you have 63.3% eq and you only need something over 25% so that would make this a call.

OFC he might not bet 100% of his missed draws but I think we still have a +ev call.

With oyur line, it would only make sense to call.

I'm not sure about the turn. Betting & x/calling both seem kind of awkward to me.
As played it's player dependent. We have ~40-50% if he barrels all his missed draws and if he always raises good hands before the river but at 10nl people aren't bluffing that much and his AF is kind of low. I tend to fold these kind of spots.

I'd start xc otf, we need to strenghten our checking range on this board and JJ seems like a decent candidate, since vast majority of his continuing range has a lot of equity anyway. Sure, we need protection is another argument for betting, but I'd prefer to not bloat the pot when I know that vast majority of runouts suck for our range.

as played xc ott, as played prob call vs that sizing, fold vs $6+....I know, its arbitrary, Im just sayin what I'd do