Responsibilities

• Growth Strategy & Business Leadership - Own the overarching growth acquisition strategy across web and mobile, driving paid acquisition while connecting paid and organic growth opportunities and partnering closely with Product to optimize activation, engagement, retention, and monetization. - Develop scalable growth frameworks that optimize for long-term subscriber value, not just short-term volume. - Lead budget allocation, investment strategy, forecasting, and growth planning across channels, balancing efficiency, incrementality, diversification, and scale. - Identify and unlock new paid growth opportunities across emerging platforms, affiliates, creators, partnerships, and other acquisition channels, while identifying opportunities to amplify organic initiatives. - Leverage AI-powered tools and automation to improve growth marketing workflows, decision velocity, and scalability.
• Performance Marketing & Full-Funnel Optimization - Own and scale paid acquisition across Meta, Google (Search, YouTube, Display, App Campaigns), Apple Search Ads, TikTok, Pinterest, programmatic, affiliates, partnerships, and emerging platforms. - Own acquisition funnel performance from impression -> click -> install/sign-up -> trial/freemium, with clear accountability to CAC, payback, and acquisition conversion. - Design and operationalize acquisition experimentation across creative strategy, audience segmentation, bidding, media optimization, landing pages, and ASO; partner with Product on trial structures, onboarding, activation, engagement, and conversion flows. - Partner closely with Product to improve mid-funnel conversion, onboarding, activation, product engagement, retention, and freemium-to-premium conversion. - Develop and optimize lead generation, remarketing, and sequential marketing programs that move prospects and customers through relevant next-best actions across the funnel. - Identify acquisition and audience opportunities that support cross-sell, upsell, expansion, and revenue growth across Begin's portfolio in partnership with Product and Lifecycle teams.
• Organic, CRM & Lifecycle Growth - Partner with content, ambassadors, partnerships, SEO/AEO, and other organic program owners to identify opportunities for paid and organic efforts to reinforce one another and improve acquisition efficiency. - Partner with CRM and Lifecycle teams to connect acquisition audiences, messaging, and customer behavior insights into nurture, re-engagement, win-back, monetization, and other cross-channel growth strategies.
• Measurement, Attribution & Growth Analytics - Own acquisition forecasting, KPI modeling, media pacing, and growth reporting. - Define and evolve the company's measurement framework across web and app ecosystems, including multi-touch and privacy-first attribution approaches. - Partner closely with Data and Engineering teams to improve attribution accuracy, event instrumentation, MMM, incrementality, LTV forecasting, and cohort analysis. - Build scalable decision-making frameworks grounded in CAC efficiency, payback periods, retention curves, contribution margin, and incremental revenue. - Maintain fluency in AppsFlyer/MMPs, GA4, Looker/BI platforms, ATT/SKAdNetwork ecosystem changes, and attribution modeling. - Translate complex performance data into clear executive-level narratives and strategic recommendations.
• Creative Strategy & Brand Stewardship - Develop high-performing, insight-driven campaigns across formats and channels, using AI as a force multiplier for creative iteration, audience targeting, and growth optimization. - Guide creative strategy using performance insights, audience behavior, customer journey context, and platform-native best practices. - Ensure growth marketing strengthens long-term brand trust and customer affinity.
• Cross-Functional Leadership & Organizational Impact - Serve as a key growth partner across Product, CRM, Lifecycle, Data Science, Engineering, Finance, Creative, and organic marketing teams. - Influence product roadmap decisions through growth channel insights, funnel data, and customer behavior analysis. - Build strong external relationships with agencies, platform partners, and vendors. - Mentor and develop high-performing growth talent as the team scales, and help define the future structure and capabilities of Begin's Growth organization. - Foster a culture of experimentation, ownership, analytical rigor, and continuous learning.
• Who You Are You may be a strong fit if you: - Have built and scaled multi-channel acquisition programs across both web and mobile ecosystems at meaningful scale. - Bring deep paid acquisition expertise and can think horizontally across organic growth, CRM/lifecycle, and Product, connecting opportunities without needing to directly own every lever. - Understand subscription and freemium growth models and how acquisition strategy connects to long-term LTV, retention, and paid conversion in partnership with Product. - Have practical experience with lead generation, remarketing, sequential marketing, cross-sell/upsell, and lifecycle growth strategies. - Are highly fluent in experimentation, incrementality, attribution, and measurement frameworks. - Can operate effectively at both executive and tactical levels and thrive in ambiguity and fast-moving environments. - Are deeply customer-centric and motivated by building products that improve families' lives.

Requirements

• 7-10+ years of experience in growth marketing, performance marketing, or user acquisition across web and mobile.
• Significant experience in consumer subscription and/or freemium businesses, ideally trial-driven models.
• Proven track record scaling acquisition programs across Meta, Google, TikTok, Apple Search Ads, and additional growth channels.
• Demonstrated experience partnering across organic growth, CRM/lifecycle, Product, Data Science, Engineering, and Creative, with a track record of connecting acquisition to broader growth initiatives.
• Strong expertise in subscription economics, LTV modeling, funnel optimization, attribution, incrementality, and growth experimentation.
• Experience improving lead generation, remarketing, lifecycle, cross-sell/upsell, or freemium-to-premium conversion programs.
• Experience managing multimillion-dollar media budgets with accountability to CAC, ROAS, payback, and contribution margin targets.
• Deep analytical fluency across GA4, Looker, AppsFlyer, Excel/Sheets, and related growth tooling.
• Prior people management experience strongly preferred.

Benefits

• Remote-first culture designed to support flexibility and focus.
• Comprehensive medical, dental, and vision coverage.
• 401(k).
• Company-paid life insurance and disability coverage.
• Generous paid parental leave: 16 weeks for birthing parents and 8 weeks for non-birthing parents.
• Flexible PTO and sick time.
• Extensive holiday schedule, including company-wide week-long breaks in both summer and winter.
• A supportive, collaborative team working on products that make a meaningful impact for families.