Responsibilities

• ROAS Rebuild & Paid Media: Diagnose current paid media performance across all three brands. Eliminate unmonitored auto-bidding. Establish ROAS targets by channel and brand. Deploy incremental S&M budget with defined kill thresholds — scaling what works, stopping what doesn't. Own search, display, social, and affiliate channels.
• Ecommerce & Funnel Optimization: Own the full digital acquisition funnel from first click through paid conversion. Identify and close conversion leaks. Run structured A/B testing across landing pages, checkout flows, and trial-to-paid sequences.
• Free User Base Expansion: Build and execute programs to grow the free user base across the brand portfolio — developing the acquisition strategies, onboarding flows, and engagement programs that convert free users into paying subscribers.
• GTM Strategy: Develop and own go-to-market strategy for each brand — including seasonal campaign planning, promotional calendar, pricing and packaging input, and launch coordination for new product releases.
• Product Strategy Influence: Participate in monthly product-revenue alignment with the CRO and CPO. Bring customer acquisition data, free user behavior, and market intelligence into product decisions. Drive the commercial case for product investments that improve both free and paid user retention.
• Lapsed Customer Reactivation: Build and own a structured reactivation program targeting lapsed subscribers across the brand portfolio, with emphasis on WinZip where returning customer behavior is established and scalable.
• Bundling & Cross-Sell: Evaluate and execute bundling opportunities across WinZip, PC Utilities, and Ad Remover — packaging that improves conversion, average revenue per user, and retention.
• Performance Measurement: Build and maintain weekly dashboards covering ROAS, CAC, new bookings, eCommerce conversion rates, free-to-paid conversion, and cohort retention by brand. Report to CRO on a defined cadence.
• Team Leadership: Build and lead a focused growth team including paid media managers, eCommerce specialists, and growth analysts.