Responsibilities

• Develop and execute the overall growth strategy across the mobile customer lifecycle—from acquisition through retention and expansion.
• Identify and prioritize the highest-impact growth opportunities across marketing, product, and customer experience.
• Build scalable growth systems that improve efficiency while accelerating sustainable subscriber growth.
• Partner with Product to drive product-led growth initiatives and improve activation and engagement.
• Continuously identify new channels, partnerships, and growth levers to expand reach and diversify acquisition.
• Own performance marketing across key acquisition channels, including: Meta, Google App Campaigns, Apple Search Ads, App Store Optimization, TikTok, DSPs and Programmatic partners, Affiliate and influencer partnerships, Emerging paid and organic growth channels.
• Optimize campaigns for quality subscribers, lifetime value, and efficient growth—not simply installs.
• Drive creative strategy for user acquisition.
• Optimizing onboarding and first-time user experiences
• Increasing activation and habit formation
• Improving subscription conversion and renewal
• Driving re-engagement initiatives
• Supporting referral and advocacy programs
• Identifying opportunities to increase customer lifetime value
• Build a culture of rapid experimentation by leading structured testing across Creative concepts, Messaging, Audience targeting, Bidding strategies, App Store Optimization (ASO), Onboarding flows, Pricing and trial experiences, Lifecycle messaging, Product growth initiatives
• Develop clear testing roadmaps, measure impact, and scale successful learnings across the business.
• Obsess over the end-to-end journey — from impression to trial to subscription to retention.
• Partner with Product and Engineering to: Improve landing page conversion (web); Optimize trial-to-subscription flows (mobile); Design and execute A/B tests
• Own acquisition reporting, projections, and budget pacing to hit monthly and quarterly goals.
• Collaborate with Data teams to refine attribution models (web + mobile) and ensure accurate event tracking; Improve measurement frameworks; Maintain fluency in Google Analytics, Looker (or similar BI tools), Mobile attribution platforms (AppsFlyer), SKAdNetwork and iOS privacy changes (ATT)