Performance Marketing Lead

Responsibilities

• Set the paid strategy: which channels, audiences and markets reach families we don’t already reach, and how much to spend on each.
• Design and run incrementality tests (lift tests, geo and audience holdouts), so every channel is judged on families who are truly new.
• Launch and optimize campaigns end to end, including web-to-app and web checkout flows.
• Manage to cost-per-trial targets that move with each channel's measured share of truly new trials: scale what clears the bar, fix or pause what doesn’t.
• Brief and test creative with our creative team and creators, built on clear hypotheses about who we’re trying to reach.
• Share a short weekly update: spend, cost per trial against target, tests running and what we learned.

Requirements

• 4+ years in paid acquisition for subscription apps or subscription businesses, across Meta, Google and at least one of TikTok or Apple Search Ads.
• Hands-on experience running incrementality tests (conversion lift, geo or audience holdouts) and changing spend based on what they showed.
• A critical eye on attribution: you know why Ads Manager, your attribution tool and your own data disagree, and which to trust for what.
• Experience with web-to-app or web checkout funnels.
• Managed budgets of $100K+ a month in the US and other English-speaking markets.
• Clear written English: you can explain a result and your recommendation in a few sentences.

Preferred

• Experience at a parenting, health or education consumer app.
• Experience working with a mobile app with freemium model and trial offers
• Experience with Adjust or MMP, RevenueCat or PostHog.
• Experience growing referral, creator or partnership channels alongside paid.