The Challenge
Huckleberry is the trusted app for 5M+ families navigating parenthood. You'll own the entire growth funnel-from User Acquisition through Retention-reporting directly to the VP of Brand Marketing and leading the strategic charge across Product, Engineering, and Analytics to drive efficient, scalable growth.
Your Mission
Audit current LTV:CAC across all channels and establish baseline forecasting model for monthly/quarterly budget allocation
Align all direct reports (Performance, LCM, ASO teams) around a unified full-funnel growth strategy tied to company OKRs
Implement end-to-end attribution system with Business Analytics to create single source of truth for growth metrics
Launch first wave of rapid A/B tests across paid channels (SEM, Paid Social) and key onboarding surfaces to identify quick wins
Optimize LTV:CAC efficiency by 15-20% through channel reallocation and conversion rate improvements
Scale User Acquisition volume by 25%+ while maintaining target CAC and funnel quality metrics
Build and execute comprehensive ASO strategy; improve app store visibility and organic install velocity
Define and operationalize lifecycle marketing and cohort-based retention playbooks across email, in-app, and push channels
KPIs You'll Own
LTV:CAC Ratio
Primary efficiency metric; target maintain 3:1+ ratio across all channels while scaling volume.
Customer Acquisition Cost (CAC)
Track by channel (SEM, Paid Social, Programmatic, Organic); ensure progressive optimization quarter-over-quarter.
Conversion Rate (by funnel stage)
Monitor UA→Activation→Retention conversions; set targets for each stage and A/B test to lift.
Retention / Churn Rate
Measure cohort-based retention curves; optimize lifecycle messaging to improve D7, D30, D90 retention.
Return on Ad Spend (ROAS)
Aggregate ROAS across paid channels; establish target ROAS thresholds for budget allocation decisions.
Organic Install Growth
Track ASO impact on organic app store installs; measure keyword rankings and feature placements.
Tools & Stack
Your Team
Your Manager
VP of Brand Marketing
Current Team
Director-level reports leading Performance Marketing, Lifecycle/Content Marketing, and ASO teams; cross-functional partnerships with Product, Engineering, Analytics, UX Design
New role or backfill; unclear from description
The Package
Salary
$180K-$240K base
Remote
On-site in Los Angeles, CA (listed as ONSITE)
Benefits & Perks
Company Intelligence
Huckleberry is a parenting app trusted by 5M+ families. They combine real pediatric expertise with data science, AI, and behavioral science to provide guidance through parenthood. The company is growing rapidly and expanding product offerings.
Customers
5M+ families
Culture
Data-driven, mission-focused on helping families thrive; collaborative cross-functional structure
Is This Role For You?
- You've scaled paid acquisition channels and optimized LTV:CAC at a B2C or mobile-first company
- You're equally comfortable with performance metrics and strategic storytelling-you speak both SQL and storytelling fluently
- You've led teams and set strategy, not just executed campaigns; you can translate insights into roadmap priorities
- You thrive in cross-functional environments and can partner with product, data, and design teams to drive systemic growth
- You love parenting, kids, or family-focused products and want to work on something meaningful
- You need remote flexibility or can't commit to Los Angeles on-site work
- You're looking for a tactical execution role; this is a strategic leadership position requiring board-level communication
- You haven't built and managed teams; this role requires hiring, mentoring, and performance management of director-level reports
- You lack hands-on experience with paid channels (SEM, Paid Social) and unit economics optimization
Interview Process
Initial screening
Likely conversation with recruiter about background and growth marketing experience
VP of Brand Marketing conversation
Strategic discussion about growth philosophy, full-funnel thinking, and cross-functional leadership approach
Case study or strategy deep dive
Expect to discuss a past growth campaign or funnel optimization project; be ready to walk through metrics, hypothesis, and learnings
Cross-functional panel
Likely conversations with Product, Analytics, or Growth Pod stakeholders to assess partnership and communication style
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.