Senior Manager, Performance Marketing (Mobile)

Role Overview

As the Senior Manager, Mobile Marketing, you lead new customer acquisition through the mobile app across paid and organic channels. You own the full mobile acquisition ecosystem, combining strong performance marketing expertise with deep knowledge of app store mechanics, mobile measurement, attribution, and platform-specific tracking requirements. You take a hands-on approach to building and scaling acquisition programs across Apple Search Ads, Google App Campaigns, app-focused paid social, additional emerging channels, and organic App Store Optimization (ASO).

You serve as the business owner for mobile acquisition performance and measurement, partnering closely with Product, Engineering, Analytics, Creative, Lifecycle, and Performance Marketing teams to connect mobile acquisition to the broader customer journey. You establish scalable processes, reporting, testing frameworks, and technology capabilities that improve acquisition efficiency and enable informed investment decisions. You balance strategic direction with execution, using data and experimentation to identify opportunities, launch new programs, and continuously improve mobile acquisition performance.

Our team is passionate, empathetic, hard working, and above all else focused on improving the lives of our service professionals (our Pros). Our success is their success.

What you do each day:

Lead mobile new customer acquisition strategy across paid and organic channels, including Apple Search Ads, Google App Campaigns, app-focused paid social, emerging acquisition channels, and App Store Optimization (ASO)
Own App Store Optimization (ASO) strategy and HCP’s presence across mobile app stores, using testing and performance insights to improve discoverability and conversion
Act as the business owner for mobile measurement and attribution, partnering with Product, Engineering, and Analytics to develop a best-in-class mobile measurement ecosystem
Forecast and report on the mobile acquisition funnel, establishing key performance indicators and translating performance trends into investment and optimization decisions
Manage mobile measurement and attribution platforms (i.e. Adjust, Branch) and guide their strategic use across tracking, reporting, experimentation, and acquisition measurement
Collaborate with Creative to develop and continuously test mobile-specific assets for paid and organic acquisition programs
Partner with Product and Engineering on app store presence, attribution implementation, onboarding entry points, and platform-specific tracking requirements including Apple App Tracking Transparency (ATT), SKAdNetwork, and Google Play policies
Test, launch, and scale new app-focused acquisition programs, channels, and capabilities that expand efficient new customer growth
Conduct competitive intelligence and market analysis to identify shifts in the mobile ecosystem, emerging acquisition opportunities, and implications for channel strategy
Coach and develop team members while establishing clear priorities, operating rhythms, and a culture of experimentation, accountability, and measurable results

Qualifications:

8+ years of experience in growth marketing, mobile marketing, or marketing operations
Proven success scaling mobile user acquisition and engagement through paid channels
Expertise in mobile measurement and tracking platforms (ex: branch, adjust) and fluent in the nuances of the mobile martech ecosystem
Analytical fluency in the full mobile acquisition funnel (cost per install, install to activation rates), LTT/CAC concepts, and incrementality testing
Experience launching, testing, and scaling new platforms
Experience working with creative teams to create mobile first, customer insight driven assets at high velocity
Hands-on experience managing campaigns in mobile app advertising platforms (Apple search ads, meta, google ads, etc.)
Strong analytical capabilities and experience with performance reporting and competitive analysis
Bachelor’s degree in Marketing, Business, or a related field, or equivalent work experience
Proven experience driving team efficiency or output quality through the strategic use of AI tools and automation

What will help you succeed:

Strategic thinking paired with a hands-on approach to testing, execution, and continuous optimization
Strong cross-functional communication skills and the ability to influence Product, Engineering, Analytics, Creative, Lifecycle, and Marketing partners
Comfort navigating ambiguity, establishing structure, and making data-informed decisions in a rapidly evolving mobile ecosystem
Curiosity about emerging mobile platforms, technologies, measurement approaches, and acquisition opportunities
A multi-dimensional background with a breadth of cross-functional interests or depth of specialized mastery
Personal resilience to learn from scratch, and successfully thrive in ambiguity