The Challenge
Onoff is a European neo-telecom reinventing mobile communication by blending software velocity with carrier-level reliability. You'll own the full consumer growth stack-from positioning through monetization-turning app features into subscription revenue as they scale Onoff Mobile.
Your Mission
Map and refine B2C positioning across all consumer apps; test messaging in ads, store listings, and website to establish clear differentiation vs competitors
Audit current monetization funnel (free→paid, trials, paywalls, upsells); identify quick wins and design 3-month optimization roadmap
Define lifecycle strategy and segment strategy; build CRM playbook for onboarding, conversion, and retention messaging
Establish baseline KPIs across acquisition, activation, conversion, and LTV; set 3-month targets
Launch optimized pricing, packaging, and paywall strategy; achieve target free-to-paid conversion rate and ARPU growth
Build and scale organic growth channels (ASO, referral, partnerships); achieve 20%+ of new activations from organic
Execute full-funnel paid acquisition strategy with acquisition lead; hit CAC and payback period targets
Establish premium European brand perception through consistent storytelling, trust-building, and product communication across all touchpoints
KPIs You'll Own
Free-to-Paid Conversion Rate
% of activated users converting to paid subscription; track by cohort and segment.
Customer Acquisition Cost (CAC)
Total marketing spend divided by new paying customers; benchmark against LTV payback period.
Monthly Recurring Revenue (MRR) from B2C
Direct revenue from consumer subscriptions; primary commercial accountability metric.
Lifetime Value (LTV)
Total expected revenue per user across their lifecycle; critical for unit economics and growth investment decisions.
App Store Ranking & Install Volume
ASO performance and organic install velocity; leading indicator of market traction.
Churn Rate & Retention Cohorts
% of paying users retaining month-over-month; measured by cohort to track engagement improvements.
Net Revenue Retention (NRR)
Revenue from existing customers (including expansion) as % of prior month revenue; shows health of upsell and expansion.
Tools & Stack
Your Team
Your Manager
Likely CEO or Chief Product Officer (not specified; clarify in first conversation)
Current Team
Likely small team (company is 120 headcount); may include acquisition lead, product manager, designer
New role; building out B2C marketing function as Onoff enters scale phase
The Package
Salary
€75K-€95K base
Remote
Hybrid • Paris, France (presence in Paris and Tallinn offices)
Benefits & Perks
Company Intelligence
Onoff is a European neo-telecom and SaaS company reinventing consumer communication by running consumer-grade apps on real telecom infrastructure. Founded by Taïg Khris with teams in Paris and Tallinn, they operate live B2C products and are entering a new scale phase with Onoff Mobile and a reinforced consumer monetization strategy.
Team Size
120
Culture
Product-driven, European, blending software velocity with carrier-level reliability
Is This Role For You?
- You've scaled B2C SaaS, apps, or subscription products from early traction to meaningful revenue
- You understand mobile monetization (paywalls, freemium logic, pricing, upsells) and can challenge product choices with revenue data
- You own full-funnel thinking-from brand positioning through CRM lifecycle-and see them as interconnected, not siloed
- You're comfortable in ambiguity and bias toward experimentation; you ship fast, measure rigorously, iterate
- You're a pure brand marketer uncomfortable with metrics, P&L accountability, or ruthless prioritization
- You need a large established team immediately; this is a build-and-scale role requiring scrappiness
- You don't speak or want to learn the language of product, pricing, and monetization mechanics
Interview Process
Screening Call
Clarify your B2C and SaaS scale experience; assess fit on monetization mindset and full-funnel thinking
Strategy Case
Likely a real or hypothetical B2C growth challenge; expect to discuss positioning, monetization, and channel strategy
Stakeholder Meetings
Meet with CEO/CPO and Product Lead to align on strategy, expectations, and team structure
Reference Calls
Expect reference calls on your revenue impact and team-building capability
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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.