Sr. Growth Marketing Manager, Mobile App

Invest with Roots • Atlanta, GA

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About The Position

Roots is launching its iPhone and Android apps, creating a major opportunity to grow through new mobile-first channels, improve activation and retention, and deepen our relationship with members. We’re looking for a senior, hands-on growth marketer to help build our mobile growth engine from the ground up. This role is mobile-first, but not mobile-only. You’ll lead app acquisition, App Store Optimization, mobile lifecycle engagement, attribution, and experimentation while bringing a broader multi-channel growth mindset across paid, owned, organic, referral, and web-to-app channels. This is a great fit for someone who understands how consumer apps grow, knows how to connect channel strategy to activation and retention, and wants to help shape an early-stage mobile growth function.

Requirements

• 7+ years of experience in growth marketing, mobile growth, user acquisition, performance marketing, or related growth roles.
• 4+ years of hands-on experience growing a consumer mobile app.
• Strong multi-channel growth experience across some combination of paid social, paid search, app campaigns, lifecycle, referral, creator, organic, web-to-app, or partnerships.
• Hands-on ASO experience across iOS and Android.
• Experience with App Store Connect, Google Play Console, Apple Search Ads, Google App Campaigns, Meta, TikTok, or similar acquisition platforms.
• Working knowledge of mobile measurement and attribution tools such as AppsFlyer, Adjust, Branch, or similar platforms.
• Understanding of deep linking, deferred deep linking, SKAdNetwork, and mobile attribution constraints.
• Experience with lifecycle or messaging platforms such as Braze, Iterable, OneSignal, or similar tools.
• Strong analytical judgment and experience designing tests that produce useful signal, not just activity.
• Ability to operate in ambiguity and build systems, processes, reporting, and testing rhythms from scratch.
• Clear written communication, especially around experiment briefs, performance readouts, and recommendations.

Nice To Haves

• Experience with fintech, investing, financial wellness, rewards, marketplace, subscription, or community-driven consumer products.
• Experience with AppLovin, IronSource, Digital Turbine, or other mobile ad networks.
• Experience balancing performance marketing, lifecycle engagement, trust, compliance, and brand quality.
• Experience launching or scaling an app from an early stage.

Responsibilities

• Own mobile growth strategy across app acquisition, activation, engagement, and retention, with a mobile-first but multi-channel point of view.
• Lead App Store Optimization across iOS and Android, including keyword strategy, listing copy, screenshots, preview video, ratings and reviews, competitor research, and ongoing conversion testing.
• Build and maintain an ASO testing roadmap, including keyword rank tracking, Custom Product Pages, creative tests, and learnings from paid traffic that can improve organic app store performance.
• Manage mobile acquisition testing across channels such as Apple Search Ads, Google App Campaigns, AppLovin, Meta, TikTok, creator, referral, and other emerging platforms.
• Partner with the paid media lead and creative team to connect app acquisition strategy with broader performance marketing, creative testing, and web-to-app growth efforts.
• Select, set up, and optimize mobile lifecycle tools such as Braze, Iterable, OneSignal, or similar platforms.
• Build behavioral push notification and in-app messaging journeys tied to onboarding, activation, reward redemption, milestones, re-engagement, and retention.
• Own push permission strategy, segmentation, timing, frequency, copy testing, and deep link destinations to improve downstream conversion, not just opens or sends.
• Partner with Product and Engineering on mobile attribution, deep linking, deferred deep linking, SKAdNetwork, conversion value mapping, and measurement infrastructure.
• Track and report on key mobile growth metrics, including installs, CAC, install-to-activation rate, install-to-invest conversion, D1/D7/D30 retention, channel performance, and cohort quality.
• Design mobile growth experiments with clear hypotheses, success criteria, minimum signal requirements, and a recommendation to scale, iterate, or stop.
• Build and manage a prioritized mobile growth experiment backlog, with a clear point of view on what should be tested next and why.
• Turn insights from app stores, paid channels, lifecycle campaigns, web behavior, and product data into clear recommendations for the next phase of growth.
• Bring structure to an early mobile growth function by helping define the tools, reporting cadence, naming conventions, testing rhythm, and operating process from scratch.

Benefits

• We're committed to providing equal employment opportunities to all individuals, regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status.
• We firmly believe that diversity fuels creativity and innovation, enhancing the quality of our work and the strength of our team.
• Join us and be part of an inclusive environment where every perspective is valued.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed