Mobile Growth Manager - Freemium to Subscription Conversion (Mobile App)
About The Position
TP-Link is seeking a Mobile Growth Manager to help scale subscription adoption across TapoCare, KasaCare, and HomeShield. This role sits within the Marketing organization and focuses on converting existing mobile app users into paid subscribers. Unlike traditional marketing roles focused on acquiring new customers, this position centers on monetizing and engaging TP-Link’s existing device and mobile app user base through lifecycle marketing, in-app engagement, and data-driven experimentation. The Mobile Growth Manager will collaborate closely with Product, Analytics, and Engineering teams to optimize the journey from device activation to subscription conversion within the Tapo and Kasa mobile apps. Millions of customers already use TP-Link smart home devices and mobile apps. The opportunity is to better convert and engage these users through subscription services like TapoCare, KasaCare, and HomeShield. This role will focus on identifying moments within the mobile user journey where subscription value can be surfaced and tested, including: in-app upgrade prompts feature gating and premium feature discovery behavioral triggers based on device usage free trial optimization experimentation on paywalls and upgrade flows The goal is to turn more active device users into long-term subscribers, improving customer lifetime value while enhancing the smart home experience.
Requirements
- Bachelor’s degree in Business, Marketing, or a related field, required.
- 5+ years of experience in growth marketing, lifecycle marketing, or mobile app growth
- Experience working with freemium or subscription-based products
- Experience converting existing users into paid subscribers
- Experience working with mobile apps or digital platforms
- Demonstrated ability to drive measurable growth outcomes
Nice To Haves
- Experience with lifecycle marketing and mobile analytics platforms such as:
- Braze
- Amplitude
- Mixpanel
- Firebase
- Iterable
- Customer.io
- Experience running A/B testing and experimentation programs.
Responsibilities
- Freemium to Paid Conversion
- Develop and execute strategies to convert existing mobile app users into paid subscribers.
- This includes improving upgrade flows, identifying behavioral triggers for subscription offers, and optimizing how premium features are presented to users.
- Mobile App Lifecycle Marketing
- Design lifecycle engagement programs across mobile channels including:
- in-app messaging
- push notifications
- upgrade prompts
- feature adoption campaigns
- lifecycle email engagement
- Partner with Product teams to implement lifecycle messaging and engagement strategies within the Tapo and Kasa mobile apps.
- Experimentation & Growth Optimization
- Own experimentation initiatives that improve subscription performance, including:
- paywall optimization
- free trial campaigns
- feature messaging and positioning
- pricing presentation tests
- Run A/B tests and analyze results to continuously improve subscription conversion and engagement.
- Retention & Subscriber Engagement
- Develop programs that improve:
- subscriber retention
- feature usage
- renewal rates
- customer lifetime value
- Data & Performance Insights
- Monitor and analyze key performance metrics including:
- subscription attach rate
- trial-to-paid conversion
- churn rate
- ARPU and LTV
- Translate insights into actionable growth initiatives.
Benefits
- Fully paid medical, dental, and vision insurance (partial coverage for dependents)
- Contributions to 401k funds
- 15 days accrued vacation
- 11 paid holidays
- Bi-annual pay review
- Health and wellness benefits, including free gym membership
- Quarterly team-building events
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
