Marketing Manager, App Growth

Job Title

Job Description

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.

The Role’s Minimum Qualifications and Job Requirements:

Education:

Bachelor’s degree, or equivalent education and experience.

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

Specific Knowledge, Skills, Certifications and Abilities:

• 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

% Travel Required (Approximate): 0-5%

It is the policy of People Inc. to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, the Company will provide reasonable accommodations for qualified individuals with disabilities. Accommodation requests can be made by emailing [email protected].

The Company participates in the federal E-Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E-Verify program, please click here: https://www.e-verify.gov/employees

Pay Range

The pay range above represents the anticipated low and high end of the pay range for this position and may change in the future. Actual pay may vary and may be above or below the range based on various factors including but not limited to work location, experience, and performance. The range listed is just one component of People Inc's total compensation package for employees. Other compensation may include annual bonuses, and short- and long-term incentives. In addition, People Inc. provides to employees (and their eligible family members) a variety of benefits, including 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, and generous paid parental leave (birthing and non-birthing parents), all of which may vary depending on the specific nature of your employment with People Inc. and your work location. We also offer voluntary benefits such as pet insurance, accident, critical and hospital indemnity health insurance coverage, life and disability insurance.