The Challenge
Photoweb and Lalalab are digital-first photo printing companies preserving customer memories at scale. You'll own mobile app acquisition across two brands, driving installs and LTV while optimizing spend across Meta, Google, Apple, and emerging channels.
Your Mission
Define and launch mobile acquisition strategy across Photoweb and Lalalab apps on primary channels (Meta, Google App Campaigns, Apple Search Ads, TikTok)
Establish baseline performance tracking: set CPI, CPA, ROAS, and LTV targets for each brand and market
Audit and optimize ASO strategy across App Store and Google Play; implement keyword and creative testing framework
Onboard and align external agency partner on campaign roadmap and performance expectations
Achieve target CPA and ROAS metrics across all channels; identify and scale top 2-3 acquisition levers
Increase app store conversion rate by 15%+ through continuous A/B testing of creatives, positioning, and store listings
Launch retention and post-install optimization collaboration with App, Product, Data, and CRM teams
Expand acquisition to 2-3 additional European markets with localized campaigns and ASO
KPIs You'll Own
CPI (Cost Per Install)
Track acquisition cost efficiency across channels and optimize bid strategy
CPA (Cost Per Action)
Measure post-install conversion cost to drive ROI on app acquisition spend
ROAS (Return on Ad Spend)
Monitor revenue generated per euro spent across all mobile channels
LTV (Lifetime Value)
Calculate expected customer value to guide acquisition budget allocation
ASO Conversion Rate
Track app store listing-to-install conversion and optimize through testing
Installs & Activation Rate
Monitor total app installs and percentage of users activating post-download
Tools & Stack
Your Team
Your Manager
Head of Growth (Photoweb and Lalalab brands)
Current Team
External agency partner managing campaign execution; cross-functional collaboration with App, Product, Data, and CRM teams
New role managing mobile acquisition for two brands
The Package
Salary
€45K-€55K base
Remote
On-site in Saint-Égrève, Auvergne-Rhône-Alpes, France
Benefits & Perks
Company Intelligence
Photoweb is a digital-first photo printing company preserving customer memories through prints, photo books, wall decor, calendars, and gift items. Operating dual brands (Photoweb and Lalalab), they combine product excellence with sustainable growth mindset. The company values autonomy, agility, collective impact, and rigorous execution.
Customers
Direct-to-consumer photo enthusiasts across Europe
Culture
Collective, autonomous, agile, benevolent, exacting, respectful; focused on sustainable future and optimists driving impact
Is This Role For You?
- You've managed mobile app acquisition campaigns at scale across multiple channels (Meta, Google, Apple, TikTok)
- You're obsessed with data: testing, optimization, and converting KPIs into strategy decisions
- You can own full P&L for mobile channels and communicate trade-offs between growth and profitability
- You thrive in hands-on roles managing external agencies while staying directly involved in campaign optimization
- You speak French fluently or are fluent in English with willingness to learn French quickly (on-site role in France)
- You need remote flexibility or geographic autonomy—this is 100% on-site in Saint-Égrève
- You lack hands-on experience managing paid mobile campaigns; this requires practical channel expertise, not just strategy
- You prefer siloed work; this role demands tight collaboration across Growth, Product, Data, and CRM teams
Interview Process
Application & CV review
Submit CV highlighting mobile acquisition experience, channels managed, and key campaign results (CPA, ROAS, growth metrics)
Phone screening
Initial conversation with recruiter covering motivation, mobile marketing background, and willingness to work on-site
Case study / tactical interview
Walk through a mobile acquisition campaign you've run: channel selection, targeting strategy, optimization approach, and results
Meeting with Head of Growth
Strategic discussion on how you'd approach acquisition for Photoweb and Lalalab, collaboration style, and growth priorities
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.