Marketing Manager, App Growth

People Inc•New York, NY

15h•$80,000 - $95,000•Hybrid

About The Position

About The Position | Major goals and objectives and location requirements People Inc. is seeking an enthusiastic, creative and detail-oriented Growth Marketing Manager to build and execute marketing campaigns for the PEOPLE App, one of the company’s flagship mobile experiences. Reporting to the Head of Acquisition, this role is responsible for end-to-end development and execution of marketing campaigns to drive installs and active user growth. This role will support new user growth campaigns, cross-channel initiatives, manage creative workflows, analyze performance, and collaborate across product, editorial, design, and data teams to help drive measurable business impact. This highly collaborative, execution-focused role is ideal for someone with 4-5 years of experience who’s eager to roll up their sleeves, own projects, and grow in a fast-paced environment. Key responsibilities: Play an integral part in developing the user growth strategy for the PEOPLE app with the Head of Acquisition, leadership and other key stakeholders. Plan, execute and experiment with marketing campaigns across owned & operated channels (email, web, in-app, social, web, print, events, and more) Identify marketing channels, solutions and ideas that will efficiently bring high quality, habitual users into the app. Manage performance marketing campaigns (hands on keyboard and/or with agency) and propose and launch tests to improve ad performance. Develop creative briefs and collaborate with creative, editorial and design teams to ensure assets are timely, on-brand and performance-driven. Project manage development and optimization of campaigns including owning timelines and managing assets, and collaborate cross-functionally on campaign deliverables. Set up campaign tracking and coordinate and net new tracking needs with product and engineering. Support lifecycle team on retention and re-engagement initiatives including creative ideation, audience segmentation and message delivery. Stay informed on competitor activity, platform updates, and audience trends Work closely with People Inc. peers to develop and sync on overall strategy, execution & reporting. In-office Expectations: This position is hybrid in-office, with the ability to work remotely for up to 2 days per week. About The Team | The Team and/or Brand. The PEOPLE App delivers the best of PEOPLE in one seamless destination–from trusted reporting and exclusive storytelling, to interactive and immersive experiences. We’re expanding how audiences can engage, whether they’re coming for breaking news, browsing the feed, diving into long-form storytelling, or spending time with our games. About The Positions Contributions: Weight % Accountabilities, Actions and Expected Measurable Results 35% - Campaign Strategy & Execution: Plan, build, and execute cross-channel marketing campaigns to drive app installs and active user growth across owned and operated channels, partnerships, and growth initiatives. 25% - Performance Marketing & Testing: Partner with the Head of Acquisition and stakeholders to develop growth strategies, identify new channel opportunities, and design tests to improve acquisition efficiency and user quality. 20% - Performance Tracking & Optimization: Set up campaign tracking, analyze performance across platforms (AppsFlyer, Looker, Iterable, etc.), and deliver actionable insights and post-campaign recaps to improve KPIs over time . 10% - Creative Briefing & Cross-Functional Collaboration: Develop creative briefs, manage timelines, and collaborate with editorial, product, design, and engineering to ensure campaigns launch on time and meet performance goals. 10% - Retention & Lifecycle Support: Support lifecycle and re-engagement initiatives through segmentation, messaging coordination, and campaign execution to improve retention and user engagement.

Requirements

Bachelor’s degree, or equivalent education and experience.
4–5 years of experience in app growth, digital or subscription marketing
Experience analyzing marketing performance and develop post-campaign recaps pulling results from a variety of platforms (Appsflyer, Looker, Iterable, ad platforms etc) and synthesizing recommendations to improve KPIs over time.
Love of data driven creative development with ability to share constructive feedback that positively optimizes creative and results
Desire to optimize processes for efficiency and effectiveness
Comfortable working in fast-paced, deadline-driven environments
Familiarity with platforms like Appsflyer/Kochava, Iterable/Braze, Looker/Google Analytics, ad platforms (Google, Meta, TIkTok)
Excellent organizational skills and attention to detail
Strong communication skills and collaborative spirit

Responsibilities

Play an integral part in developing the user growth strategy for the PEOPLE app with the Head of Acquisition, leadership and other key stakeholders.
Plan, execute and experiment with marketing campaigns across owned & operated channels (email, web, in-app, social, web, print, events, and more)
Identify marketing channels, solutions and ideas that will efficiently bring high quality, habitual users into the app.
Manage performance marketing campaigns (hands on keyboard and/or with agency) and propose and launch tests to improve ad performance.
Develop creative briefs and collaborate with creative, editorial and design teams to ensure assets are timely, on-brand and performance-driven.
Project manage development and optimization of campaigns including owning timelines and managing assets, and collaborate cross-functionally on campaign deliverables.
Set up campaign tracking and coordinate and net new tracking needs with product and engineering.
Support lifecycle team on retention and re-engagement initiatives including creative ideation, audience segmentation and message delivery.
Stay informed on competitor activity, platform updates, and audience trends
Work closely with People Inc. peers to develop and sync on overall strategy, execution & reporting.
Campaign Strategy & Execution: Plan, build, and execute cross-channel marketing campaigns to drive app installs and active user growth across owned and operated channels, partnerships, and growth initiatives.
Performance Marketing & Testing: Partner with the Head of Acquisition and stakeholders to develop growth strategies, identify new channel opportunities, and design tests to improve acquisition efficiency and user quality.
Performance Tracking & Optimization: Set up campaign tracking, analyze performance across platforms (AppsFlyer, Looker, Iterable, etc.), and deliver actionable insights and post-campaign recaps to improve KPIs over time .
Creative Briefing & Cross-Functional Collaboration: Develop creative briefs, manage timelines, and collaborate with editorial, product, design, and engineering to ensure campaigns launch on time and meet performance goals.
Retention & Lifecycle Support: Support lifecycle and re-engagement initiatives through segmentation, messaging coordination, and campaign execution to improve retention and user engagement.

Benefits

medical
dental
vision
prescription drug coverage
unlimited paid time off (PTO)
adoption or surrogate assistance
donation matching
tuition reimbursement
basic life insurance
basic accidental death & dismemberment
supplemental life insurance
supplemental accident insurance
commuter benefits
short term and long term disability
health savings and flexible spending accounts
family care benefits
a generous 401K savings plan with a company match program
10-12 paid holidays annually
generous paid parental leave (birthing and non-birthing parents)
voluntary benefits such as pet insurance, accident, critical and hospital indemnity health insurance coverage, life and disability insurance