Manager - Growth Marketing (Web Mobile)

Manager - Growth Marketing (Web + Mobile)

Role Overview

We are seeking a data-driven and experiment-oriented Growth Marketing Manager to lead user acquisition and performance marketing across both web and mobile platforms. This role will own full-funnel growth strategy, channel performance, experimentation, and cross-functional execution to drive high-quality subscriber growth and long-term retention in a consumer subscription business.

Core Responsibilities

1. Growth Strategy & Channel Leadership (Web + Mobile)

• Develop and execute integrated acquisition strategies across web and app ecosystems.
• Own and scale performance marketing channels including: Meta, Google (Search, Display, App Campaigns), Programmatic partners, Apple Search Ads, TikTok, Pinterest and Affiliate networks
• Build and optimize full-funnel acquisition campaigns focused on efficiency, scale, and high-quality subscribers.
• Structure and lead ongoing experimentation across: Creative concepts, Audience targeting, Bidding strategies, Landing pages and app store assets and Trial flows and onboarding experiences
• Identify and unlock new growth levers (e.g., influencers, podcast advertising, emerging platforms).

2. Full-Funnel Performance & Optimization

• Own KPIs across the acquisition funnel, including: CAC / CPI / CPT, ROAS, Trial start rate, Subscription conversion rate, Retention and LTV:CAC ratios
• Own and optimize the end-to-end user 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) and Design and execute A/B tests
• Drive CRO initiatives including funnel analysis and landing page experimentation.

3. Analytics, Attribution & Forecasting

• Own acquisition reporting, projections, and budget pacing to achieve monthly and quarterly goals.
• Collaborate with Data teams to: Refine attribution models (web + mobile), Ensure accurate event tracking, Improve measurement frameworks
• Maintain strong proficiency in: Google Analytics, Looker (or similar BI tools), Mobile attribution platforms (e.g., AppsFlyer), SKAdNetwork and iOS privacy changes (ATT)
• Translate performance data into actionable insights and clear executive-level communication.

4. Creative & Messaging Partnership

• Partner closely with Creative teams to develop high-performing assets: Video, Static, UGC-style content, Story-driven concepts tailored to families and parents
• Use performance data to guide creative briefs and iteration roadmaps.
• Balance brand integrity with performance outcomes while scaling winning creatives.

5. Cross-Functional & External Partnership

• Align with Product, CRM, Operations, and Engineering to ensure seamless post-click and post-install experiences that support retention and lifetime value.
• Build strong relationships with platform partners and manage agency/vendor relationships.
• Communicate results, learnings, and recommendations clearly across teams and leadership.

Must-Have

• 46+ years of experience in performance marketing or user acquisition (web and/or mobile).
• Hands-on experience managing campaigns across Meta, Google, TikTok, and at least one additional growth channel.
• Experience in consumer subscription businesses (trial-based products preferred).
• Strong understanding of: Web and app conversion funnels, LTV modeling and subscription economics, Attribution and measurement
• Experience managing multi-million-dollar budgets and optimizing toward CAC and ROAS targets.
• Hands-on experience with experimentation frameworks and A/B testing.
• Strong analytical skills with experience using GA, Looker, Excel, or Sheets.

Nice to Have

• Experience marketing to parents, families, or education/kids categories.
• Experience with affiliate programs or influencer-led acquisition.
• SQL or advanced analytics experience.
• Familiarity with mobile measurement ecosystems (AppsFlyer, SKAN, ATT).
• Experience scaling both DTC web subscriptions and mobile app growth.

Key Attributes

• Highly analytical with strong growth instincts.
• Experiment-driven and comfortable moving quickly.
• Deep curiosity about customer behavior and motivation.
• Ability to balance performance rigor with creative thinking.
• Collaborative communicator who thrives cross-functionally.
• Passion for building products that help kids learn and grow.