Own Till’s direct-to-consumer growth strategy, including paid social, search, affiliate acquisition, budget allocation, creative testing, landing-page and subscription funnel optimization. Manage agency performance, attribution, conversion tracking, growth technology, and cohort-based forecasting while partnering with Brand, Product, Lifecycle, Data, and Compliance. The role focuses on lowering CAC, improving payback and paid conversion, expanding acquisition channels, and preparing the strategy for a major launch.
About TillTill is a family banking app and kids' debit card that helps parents raise financially capable kids. Now part of Western & Southern Financial Group, Till has the resources of a Fortune 500 company behind it. Till is entering its biggest growth phase yet, expanding direct to consumer and building new ways for families to save, spend and grow together. Growth marketing is at the heart of that shift. This is a rare chance to shape a DTC motion from day one and help build Till into a best-in-class consumer brand for families.The roleYou will own how Till acquires new families directly, from the moment a parent first discovers Till to the moment they subscribe, backed by a significant paid media budget. You will run paid social, search and affiliate through our agency partner, build a creative testing engine, and own conversion on tillfinancial.com. You are accountable for CAC, payback and conversion to paid against our subscriber target.
This is a senior, hands-on role reporting to the Head of GTM. You will work closely with:
Candidates must be authorized to work in the United States. Till Financial is not able to sponsor employment visas (e.g., H-1B) at this time.
This is a senior, hands-on role reporting to the Head of GTM. You will work closely with:
- Lifecycle Marketer: brings back families who stall before subscribing and owns everything after a family subscribes. You own conversion to paid, in partnership with Lifecycle and Product. Their retention-by-channel data helps you put budget where families stay.
- Agency partner: manages paid spend and develops creative from your briefs. You own the day-to-day relationship: you set the strategy, hold them accountable for performance and own budget allocation.
- Brand and Design: your partners on creative, landing pages and the Till website. You bring creative and strategic ideas, such as new ad concepts, hooks, offers and landing page experiences, and test and optimize them, and they help bring those ideas to life within our brand.
- Data: your partner for attribution, measurement and reporting.
- Own paid acquisition. Set the media plan and budget allocation across paid social, search and affiliate, pace spend, and manage performance against CAC and payback targets.
- Build a creative testing engine. Run an always-on testing roadmap for concepts, hooks, formats and UGC with our agency partner, who produces the creative. Write clear briefs, turn results into insights for Brand, Lifecycle and Product, and manage the compliance review workflow for ads.
- Own conversion on tillfinancial.com. Lead landing page and funnel testing, from first visit through subscription, including a paywall testing agenda agreed with Product, with support from Brand and Design on messaging and design for new tests. You bring the ideas and the testing plan; you don't need to be a designer or copywriter.
- Know our families deeply. Understand what motivates parents of young kids and parents of teens, and use research and performance data to build and test campaigns and landing pages that speak to each.
- Expand channels and build the brand. Identify, test and scale new acquisition channels with structured experiments, and turn what works into repeatable playbooks. Partner with the Head of Marketing on bigger brand bets, such as sponsorships, partnerships and other upper-funnel awareness plays, and bring a plan for measuring their impact.
- Measure what matters. Define attribution and reporting needs with Data. Use that data to decide where the next dollar goes, forecast channel performance by cohort and share results with leadership.
- Own the growth tech stack. Set up and manage ad account structure, conversion tracking (pixels, Meta's Conversions API, a mobile measurement partner and SKAN), tag management, UTM and campaign taxonomy, and affiliate and testing tools, working with Data on reporting.
- Bachelor’s degree in Marketing, Business or related field
- 5-7+ years in growth or performance marketing for a consumer mobile app or subscription business, ideally in fintech.
- Hands-on campaign management on Meta and Google, and experience owning a significant paid budget.
- A track record of lowering CAC and improving conversion through funnel and landing page testing.
- Experience running a creative testing program and briefing and managing an agency.
- Strong grasp of attribution, including mobile measurement (MMPs, SKAN), incrementality and cohort-based forecasting.
- Comfortable pulling your own data and turning it into budget decisions.
- A clear communicator with a strong point of view and creative ideas for how to reach families, backed by rigorous testing and data. You balance art and science.
- Affiliate, partnership or sponsorship experience, or brand campaigns run alongside performance marketing.
- Experience with Webflow or another no-code site builder, and A/B testing tools.
- Marketing to parents or families, or marketing kids' products.
- Working with compliance and legal review in a regulated financial services company.
- First 30 days: focus on learning. Get up to speed on the work already in motion, including our current paid campaigns, agency partnership and tracking, and establish baselines for CAC and conversion by channel.
- First 60 days: you're running focused tests to learn which audiences, messages and channels work best, and tracking gaps are closed with Data.
- First 90 days: your launch strategy is set, including the media plan, budget allocation, creative testing roadmap and landing pages for that launch.
Candidates must be authorized to work in the United States. Till Financial is not able to sponsor employment visas (e.g., H-1B) at this time.
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