Responsibilities

• Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix guidance, and testing priorities.
• Lead the briefing process for the media team, translating business priorities into clear goals, audience direction, messaging, and performance expectations.
• Define acquisition priorities across the portfolio including how we leverage each brand and the optimal way to acquire and monetize – free installs vs. Trials vs. Direct paid.
• Lead go-to-market planning and execution for product feature launches, product updates, and associated campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination; maintain and optimize evergreen product and brand messages that drive brand metrics and acquisition across channels.
• Define target audiences and messaging for each initiative and ensure consistent execution across paid, owned, and earned channels; drive creative updates in sync with product and seasonal cycles so assets stay fresh and perform well.
• Own briefing with creative agency; using insights, data, product and competitive information, set objectives and creative strategies to share with internal agency for creative development and execution; review creative and guidance for optimization as needed.
• Own acquisition strategy for the Freemium portfolio’s current product lines across paid, earned, and owned channels, connecting channel roles, funnel stages, and investment decisions into a coherent full-funnel approach; make strategic decisions on audience segmentation, channel mix, levers that drive demand and conversion.
• Drive testing to optimize our acquisition mix and identify performance gaps; proactively reallocate focus and investment to close them.
• Understand how messaging, offers, and creative affect acquisition and conversion, and partner with Brand and Product to ensure in-market positioning is working; monitor competitors and market dynamics to inform decisions.
• Develop and maintain acquisition strategies for each key geography; partner with regional leaders to translate global strategies locally and sequence geo investments.

Requirements

• 15+ years leading customer acquisition, growth marketing, or integrated go-to-market work, with direct ownership of planning, performance goals, and results. Experience in a subscription, online, or mobile business is a strong plus.
• A track record of running end-to-end go-to-market for product features, updates, and seasonal campaigns from brief through launch and optimization.
• Proven ability to drive efficient acquisition growth through audience strategy, funnel improvement, and smart investment prioritization.
• Experience managing significant acquisition budgets with disciplined, data-driven decision making across both in-quarter and annual horizons.
• Deep understanding of free to paid, trial to paid and direct purchase and how they affect CAC, acquisition effectiveness, conversion, and long-term customer value.
• Experience building geo-specific acquisition strategies that reflect local market realities, competitive intensity, and demand patterns.
• Experience building campaigns, creative strategies, creative execution including production, creative evaluation and guidance.
• Comfortable owning product copy, visuals, and channel-specific descriptions as part of the acquisition toolkit.
• Strong analytical skills and the ability to turn complex performance data into clear insights and recommendations for senior leadership.
• Experience with marketing mix modeling and attribution tools.

Benefits

• 401(k) match
• health insurance options
• disability coverage
• life insurance
• unlimited paid time off