Senior Growth Marketing Manager (App Installs)

Accountabilities:

• Develop, manage, and optimize paid acquisition campaigns across platforms such as Google Ads, Microsoft Ads, Apple Ads, and paid social channels to drive profitable app installs and user growth.

• Own the full lifecycle of high-priority growth marketing initiatives, including strategic planning, campaign execution, testing, optimization, and performance analysis.

• Scale existing advertising channels while maintaining strong acquisition efficiency, improving unit economics, and maximizing return on advertising investment.

• Identify, evaluate, and launch new paid media channels and advertising opportunities, including digital and non-digital formats such as connected TV (CTV) and traditional television.

• Design and execute incrementality experiments, including geographic holdout tests, lift studies, PSA campaigns, and ghost ads, to measure the true impact of advertising investments.

• Analyze campaign performance and model key business metrics, including customer lifetime value (LTV), payback periods, acquisition costs, and projected campaign outcomes.

• Build and maintain a continuous creative testing pipeline, developing and evaluating new advertising concepts, messaging, and formats to improve conversion rates and prevent performance decline.

• Conduct in-market experiments to identify effective creative strategies and optimize app install conversion performance.

• Use aggregate measurement, experimentation, and data-driven insights to guide marketing decisions without relying on invasive user-level tracking or targeting.

• Develop recommendations for marketing investment, channel allocation, and campaign scaling based on performance data, business objectives, and long-term growth opportunities.

• Manage complex and ambiguous projects, balancing strategic business priorities with hands-on marketing execution.

• Collaborate with cross-functional stakeholders to deliver innovative acquisition strategies and continuously improve growth marketing performance.

Requirements:

• At least 7 years of professional experience in digital advertising, growth marketing, or paid media management.

• At least 2 years of experience marketing consumer applications is strongly preferred.

• Proven hands-on experience building, launching, and managing paid digital advertising programs across platforms such as Google Ads, Apple Ads, and other major advertising networks.

• Familiarity with non-digital paid media channels, including connected TV (CTV) and traditional television advertising.

• Demonstrated success in scaling app install acquisition campaigns profitably while improving efficiency, acquisition costs, and unit economics as advertising budgets and campaign volumes increase.

• Strong expertise in designing and implementing incrementality testing methodologies, including geographic holdouts, lift studies, PSA campaigns, and ghost ads.

• Advanced analytical and quantitative skills, with the ability to model app economics, calculate LTV and payback periods, analyze performance data, conduct scenario planning, and forecast campaign outcomes.

• Experience developing and maintaining structured creative testing programs, with a consistent track record of launching new concepts and identifying opportunities for improved campaign performance.

• Strong strategic thinking and problem-solving abilities, with the capacity to navigate complex, ambiguous projects and translate business objectives into effective marketing strategies.

• Ability to identify innovative approaches to profitable user acquisition and continuously experiment with new growth opportunities.

• Excellent written and verbal communication skills, with the ability to clearly present insights, recommendations, and strategic reasoning to different stakeholders.

• Strong sense of ownership, initiative, and accountability, with the ability to manage projects independently in a remote-first environment.

• Comfortable participating in video meetings with cameras enabled.

• Willingness to travel at least twice per year for company-wide gatherings and team retreats, typically lasting 4-5 days each.

• Ability to commit to a full-time schedule averaging 40 hours per week, with flexibility and no fixed core working hours.

• Successful completion of a background check is required as a condition of employment.

Benefits:

• Annual salary: $178,500 USD.

• Stock options as part of the overall compensation package.

• Transparent compensation structure, with equal pay for team members at the same professional level and within the same global region, regardless of functional team, gender, educational background, or years of experience.

• Company-sponsored health benefits for eligible team members based in the United States.

• Paid parental leave to support employees and their families.

• Home office setup support.

• Co-working allowances to support flexible remote working arrangements.

• Flexible working schedule with no mandatory core hours.

• Remote-first work environment, offering flexibility and autonomy.

• Opportunities to participate in company-wide gatherings and team retreats.

• Inclusive and collaborative culture that encourages ownership, professional growth, and independent project management.

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