Role: Senior Growth Marketing Manager – Mobile Subscription Acquition
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About the Role:
senior, hands-on Growth Marketer – Mobile
high-visibility individual contributor role
- Personally run and optimise campaigns across
Meta, Google App Campaigns (UAC), Apple Search Ads
, and other key networks. - Own the
mobile subscription funnel
from install to trial to paid to retained subscriber. - Present
crisp, executive-ready insights
directly to senior leadership (CMO, CFO, CEO).
If you enjoy being in the details of campaigns but can also explain performance in 2 minutes to leadership, this will be a strong fit.
What we’re looking for (Must-have)
6–10+ years
in digital / growth marketing, with at least 6+ years owning mobile user acquisition for a consumer app
(not agency-only).
hands-on
- Meta app campaigns
- Google App Campaigns (UAC)
- Apple Search Ads
- Experience running or closely partnering on
ASO and custom product pages
on the iOS App Store. - Experience managing
$100k–$300k+/month
in combined mobile UA budgets. - Demonstrated work on
subscription or trial-based products
(trial → paid → retention), ideally in B2C.
mobile attribution
- Setting up events and postbacks
- Working with SKAdNetwork / iOS privacy
- Reading cohorts and LTV reports to drive decisions
Excel/Sheets
- CAC, LTV, payback, scenario planning.
Exceptional communication skills
- You naturally give the
headline first
, then 2–3 key points, then detail if asked. - You can explain a complex performance situation to leadership in
2–3 minutes
clearly and calmly.
senior individual contributor
What you’ll own
1. Strategy & ownership
- Own the
end-to-end mobile growth strategy
for HOMER and codeSpark across iOS and Android. - Translate business goals into
clear acquisition, trial, and subscription targets
by channel and geo. - Decide where the
next $ of spend
should go based on LTV, payback and incrementality – not just CPI.
2. Hands-on campaign management
Personally manage
- Meta app campaigns
- Google App Campaigns (UAC)
- Apple Search Ads
- And, where relevant, TikTok and select programmatic partners
- Design campaign structures, optimisation strategies, bidding, audiences, and budgets yourself (not only via agencies).
- Continuously test and optimise
events, bids, geos, and placements
to improve CPT and payback.
3. Data, measurement & experimentation
- Own the
MMP setup and usage
(AppsFlyer or similar): event schema, postbacks, attribution windows and partner integrations. - Define the
right optimisation events
(e.g. trial start, first learning session quality, early engagement) and iterate as you learn.
Run structured experiments on:
- Trials (length, credit card vs no card)
- Offers / pricing
- Onboarding / paywall changes (in partnership with product)
Use cohorts and LTV to decide:
- Which channels to scale
- Where to cut
- How to rebalance spend across iOS / Android and geos.
4. Creative & App Store collaboration
growth brief
- Angles, hooks, messages, audiences, formats.
- Guide
creative volume and cadence
for Meta / UAC / ASA (how many new concepts and variants per week). - Work with the team on
ASO and iOS App Store features
(screenshots, videos, in-app events, custom product pages) to lift install → trial conversion.
Partner with internal or external creative teams to:
- Test new concepts (UGC, explainers, gameplay-style, parent-focused value props).
- Keep ads,
App Store / Play Store assets
, and in-app first experience aligned.
5. Cross-functional impact
product and CRM
- Install → trial
- Trial → paid
- Early retention
- Work with CRM on
lifecycle and reactivation
strategies for trial, new subs and at-risk cohorts. - Collaborate closely with finance/leadership on
forecasts, budgets, and scenario planning
.
6. Communication & reporting
concise weekly and monthly growth readouts
- What happened
- Why it happened
- What you’re doing next
- Adapt your narrative and depth for
marketing, product and finance
audiences. - Be able to answer questions in
clear, structured, short responses
first, with detail only when needed.
Nice to have
- Experience with
kids’ or family-focused apps
, education, or parent decision-makers. - Previous work with
US and other Tier-1 markets
. - Experience running or closely partnering on
ASO and custom product pages
on the iOS App Store. - Familiarity with
product analytics tools
(Mixpanel, Amplitude, Firebase) and CRM platforms (CleverTap, Braze, MoEngage, etc.).
What success looks like (first 6–12 months)
- You’ve audited and tightened our
MMP/events/SKAN
setup and core UA accounts (Meta, UAC, ASA). - There is a
clear, documented channel and experiment roadmap
for each app.
You can articulate, in a short update, our:
- Channel mix
- Core funnel metrics (install → trial → paid → Month 3 retention)
- CAC, CPT and payback by major channel/geo.
We see measurable improvements in one or more of:
- CPT
- Trial → paid conversion
- Early retention
- Payback period
- Leadership (CMO, CFO, CEO) trusts you as the
owner of mobile growth
and relies on your inputs for budget and planning decisions.
