Growth Marketing & Acquisition Manager Worry-Free Parenting

About This Role

This role is for a Growth Marketing & Acquisition Manager to take full ownership of the acquisition strategy for Pregnancy+, the world's most downloaded pregnancy app. You will be responsible for growing the user base worldwide across all channels, both paid and unpaid, and for measuring what truly works. The ideal candidate is a strategic operator who can also execute quickly when needed.

Responsibilities

• Set and own the acquisition strategy across all channels: paid social (Meta, TikTok), paid search (Google UAC / App Campaigns), Apple Search Ads, app store optimisation (ASO), SEO, and emerging channels such as generative engine optimisation (GEO) and creator-led growth for AI-driven discovery.
• Own cost of acquisition and active user growth as headline metrics, making evidence-based decisions on resource allocation.
• Continuously rebalance the channel mix and test new or under-exploited channels, doubling down on what works and retiring what doesn’t.
• Treat creative as the primary lever for improving acquisition efficiency.
• Build a high-output creative engine through UGC specialists, creators, freelancers, and agency partners to increase the volume and variety of concepts tested.
• Write sharp creative briefs grounded in audience insight, run structured testing frameworks, and feed winning signals back into platforms and the wider funnel.
• Source, onboard, brief, and manage a lean network of specialist partners (mobile UA agencies, creative producers, channel specialists).
• Hold partners accountable to clear outcomes and benchmarks, while staying close enough to challenge their work and step in when needed.
• Move beyond optimising on installs toward measuring real downstream value and incremental impact.
• Own the measurement stack (attribution, event tracking, value-based signals) and run regular incrementality testing.
• Automate reporting and account checks, and simplify campaign structures to focus effort on creative and strategy.
• Partner with content, commercial, and partnership teams to unlock acquisition through healthcare, retail, and creator relationships.
• Work with the lifecycle and CRM function to ensure acquisition connects cleanly into onboarding, activation, and retention.
• Collaborate with product and engineering to improve store conversion, onboarding, and in-product moments that compound acquisition into long-term value.

Requirements

• At least 5 years in user acquisition for consumer mobile apps, with meaningful time spent owning strategy across multiple channels and markets.
• A track record of improving cost of acquisition through creative testing, grounded in a current understanding of modern paid platforms.
• Strong command of mobile measurement (attribution, MMPs, event and value tracking, and incrementality testing), with the analytical instinct to interpret data and turn findings into clear, prioritised action.