Responsibilities
- Develop and execute an end-to-end performance marketing strategy based on CPA subscription models, covering mobile and web-to-app channels.
- Launch and scale campaigns across the US, EU, APAC, and other regions via Meta, TikTok, Google UAC, programmatic, and web-to-app funnels (Stripe checkout, deep linking).
- Implement a wide range of A/B tests on subscription offers, pricing, creative formats, and channels; dynamically reallocate budgets to maximize results.
- Hire and structure a performance marketing department (in-house and agencies), establish processes, KPIs, and transparent reporting models.
- Integrate data from AppsFlyer/Adjust → BI stack (Looker/Tableau/BigQuery) → real-time dashboards; conduct deep cohort analysis, build LTV models, and forecasting.
- Work closely with PM Growth, product, and tech teams to optimize onboarding, paywall flows, and subscription conversion rates.
Requirements
- 7+ years in performance marketing, including at least 3 years in leadership roles within mobile subscription products (e.g., Calm, Headspace, Duolingo, Runna).
- Proven track record managing 8- to 9-figure annual budgets, optimizing CPA, and driving LTV growth.
- Strong expertise in web-to-app funnels and IAP bypass strategies (Stripe checkout, universal links, server-to-server postbacks).
- Experience building and managing performance marketing teams and agencies.
- Advanced BI skills (SQL, Looker/Tableau, BigQuery, Excel/Sheets) and proficiency with analytics platforms (Amplitude, Mixpanel).
- Strong leadership, cross-functional collaboration, and data-driven decision-making skills.
Nice to Have
- Performance marketing experience in e-commerce/Shopify or web funnels (FunnelFox, Creatify-style).
- Knowledge of programmatic marketing (DSP, DV360, The Trade Desk).
- Skills in automation and managing data pipelines.
- Passion for experimentation and testing unconventional hypotheses.
Benefits
- Work at the intersection of growth, product, and data with significant ownership and impact.
- Competitive salary + KPI bonuses and equity options.
- Hybrid setup: remote-first with occasional office visits.
- Access to cutting-edge ML/AI tools and opportunities to implement solutions quickly.
