The Challenge
PEOPLE App is a flagship mobile experience from People Inc. delivering news, storytelling, and interactive content to millions. You'll own end-to-end growth campaigns across channels-email, social, in-app, performance ads-driving installs and daily active users for a media product with real scale.
Your Mission
Audit current acquisition channels and performance baseline, document gaps in tracking/measurement infrastructure, propose 2-3 quick-win tests
Ship your first cross-channel campaign (email + social + in-app) hitting install or DAU targets, with clean attribution setup
Build relationships with product, design, editorial, and data teams-map dependencies, establish weekly sync cadence, get creative brief process locked
Analyze competitor acquisition playbooks and platform trend shifts (iOS/Android changes, social algorithm updates) to identify new channel opportunities
Own a full campaign testing calendar: launch 6-8 experiments across channels with clear hypotheses, winning tests scaled 2-3x
Reduce cost-per-install by 15-25% through creative optimization, audience refinement, and platform-native tests (retargeting, lookalike audiences)
Establish and maintain weekly performance dashboards (AppsFlyer, Looker, Iterable) with automated reporting; present insights to Head of Acquisition and leadership
Lead retention/re-engagement initiative: segment users by cohort behavior, develop creative messaging strategy, coordinate 2-3 lifecycle campaigns with measurable lift
KPIs You'll Own
Cost Per Install (CPI)
Primary efficiency metric; track by channel, creative variant, and user cohort to optimize spend allocation.
Day-7 / Day-30 Retention Rate
Quality proxy; ensures you're driving habitual users, not one-time installers; benchmark against baseline and competitors.
Monthly Active Users (MAU) / Daily Active Users (DAU)
North star outcome metric; your campaigns directly move these through new user acquisition and re-engagement.
Return on Ad Spend (ROAS)
For paid channels; measure lifetime value impact per dollar spent; target improving 10-15% quarterly through testing.
Campaign Attribution & Conversion Rate
Owned channel performance (email, in-app, web); track click-through, conversion to install, and incremental lift from experiments.
Tools & Stack
Your Team
Your Manager
Head of Acquisition
Current Team
Cross-functional: product, editorial, design, data teams; implied peer marketing/growth team
New role
The Package
Salary
$85K-$120K base
Remote
Hybrid on-site (NYC); up to 2 days/week remote
Benefits & Perks
Company Intelligence
People Inc. operates PEOPLE App, a flagship mobile experience delivering news, exclusive storytelling, and interactive content (games, immersive experiences) at scale. The company is growing its audience engagement model across platforms and expanding interactive product offerings.
Is This Role For You?
- You've shipped 4-5 growth campaigns across multiple channels (paid, owned, social) and can speak to what actually moved the needle
- You're comfortable with hands-on performance marketing: you can read dashboards, spot anomalies, and iterate fast without waiting for others
- You thrive in fast-paced environments with ambiguous briefs; you own timelines, push back on creative, and make trade-off calls
- You're curious about media consumption trends, competitor strategies, and platform changes (iOS privacy, algorithm shifts); you stay informed
- You need fully remote work; this is hybrid on-site in NYC with up to 2 days/week flexibility-non-negotiable
- You're uncomfortable with performance metrics and analytics; this role lives in dashboards and requires real-time optimization
- You prefer to outsource execution entirely; this is hands-on keyboard work managing campaigns, briefs, and testing calendars yourself
Interview Process
Initial Screen
Recruiter conversation on background, growth marketing experience, and motivation for People Inc.
Case Study / Work Sample
Likely a past campaign walkthrough: strategy, channels, creative, results, what you'd do differently-or a take-home scenario
Hiring Manager (Head of Acquisition)
Deep dive on acquisition strategy, channel mix, testing approach, and how you'd prioritize early projects
Cross-functional Panel
Conversations with product, design, or analytics stakeholders to assess collaboration style and communication
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.