Growth Marketing Manager

Substack•San Francisco, CA

5d•$170,000 - $210,000•Onsite

About The Position

Substack is building a new economic engine for culture, giving the brightest, most interesting, and most creative people on the internet the power of their own publishing platform. Substack empowers independent writers, artists, videographers, podcasters, and creators of all types to create, share, and make a living off their work through subscriptions — offering them creative freedom, ownership, and a direct connection to their audiences. We're growing fast. Millions of readers now come to Substack directly, and our app is the primary destination for our most engaged users. We're building the subscription network of the internet, and we're looking for a sharp, execution-oriented growth leader to build paid acquisition from the ground up. This is Substack's first dedicated paid acquisition hire. You'll own the strategy and execution of paid media across all channels — with an immediate focus on driving net-new, app-first user acquisition at efficient cost. You'll report to the Head of Growth and operate as a key member of the growth team at a pivotal moment: we have strong organic momentum, a proven gifting and referral flywheel within the existing user base, and now we're ready to scale growth beyond it. This is a high-ownership role. You'll manage budget, own channel strategy, run creative testing, instrument measurement infrastructure, and work cross-functionally with product, data, and creator partnerships to make it all work. You'll define what paid acquisition looks like at Substack — the frameworks, the channels, the metrics, and eventually the team.

Requirements

5–8 years of experience in performance marketing or paid user acquisition, with meaningful time spent at a consumer subscription app or subscription media product
Deep channel expertise across Meta and at least one other major channel (Google UAC, YouTube, TikTok); experience with podcast and influencer-driven acquisition is a plus
Hands-on experience with an MMP (AppsFlyer strongly preferred) including attribution setup, deferred deep linking, event schema design, and fraud prevention
Strong analytical foundation — you're comfortable in SQL, know your way around a data warehouse, and can build your own cohort analyses rather than waiting for a data team to do it for you
Experience building lookalike audience pipelines and thinking rigorously about seed quality, audience overlap, and creative-audience fit
Sharp instincts for creative — you don't need to design ads yourself, but you know what makes a good hook, can brief creative teams and creators effectively, and have a framework for testing and iterating on ad concepts
Fluency with LTV modeling and payback window thinking; you understand why CPI is the wrong primary metric and can articulate what the right one is in a given context
High agency and low ego. This role requires building something from scratch, which means doing unglamorous instrumentation work alongside high-leverage strategy. You're comfortable with both
Genuine curiosity about media, writing, and the creator economy. You should care about what Substack is building, not just the acquisition funnel
Based in San Francisco or New York

Nice To Haves

experience with podcast and influencer-driven acquisition is a plus

Responsibilities

Own paid acquisition end-to-end: strategy, execution, optimization, and reporting across Meta, Google UAC, YouTube, TikTok, podcast, and emerging channels
Design and run rigorous experiments to find efficient CAC on net-new users — people who have never been on Substack before
Build and manage our MMP infrastructure (AppsFlyer) including deferred deep linking, in-app event tracking, fraud prevention, and ad platform integrations
Partner with creator partnerships to develop first-party ad creative featuring Substack writers, and establish the playbook for creator-led paid campaigns
Build and maintain lookalike audience pipelines, working with our data team to turn high-quality install cohorts into scalable targeting seeds
Define the right optimization signals at each stage of maturity — from install volume in the learning phase to subscription starts at scale — and work with product and engineering to ensure those events are correctly instrumented and passed to ad platforms
Develop a clear framework for CPI targets and payback windows grounded in install-cohort LTV data, and evolve it as we learn
Collaborate with product on the new user onboarding experience, particularly the deferred deep link personalization flow that connects ad creative to first app experience
Own budget pacing and efficiency reporting, and communicate performance clearly to leadership
Eventually hire and develop a small team as the function grows