Senior Growth Marketing Manager - Mobile App

Who We Are

Roots is a wealth-building platform built on a simple belief: everyone deserves a real path to financial growth, and that path should feel achievable.

We create simple, accessible ways for people to participate in ownership and invest in real assets, making wealth-building more engaging and within reach. Today, Roots is a growing ecosystem that combines an investment platform, financial tools, and education to support long-term financial progress.

We’re already helping a rapidly growing community take meaningful steps toward building wealth, and we’ve seen that when the experience feels intuitive and rewarding, people actually stick with it. That’s what we’re continuing to build.

Why We Need You

Roots has built a large and engaged wealth-building community on the web. Now, we’re launching our 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.

Role 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.

Qualifications

• 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.

Strong Differentiators

• 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.

Our Values

• Accountability: We take our responsibilities seriously and always stay transparent.
• Student Mentality: Continuous learning and growth are at our core.
• Driven: We strive to exceed expectations. We aim for excellence in everything we do.
• Fairness: We’re committed to equitable treatment for everyone.
• Great Stewards: We manage our resources and relationships with care and responsibility.
• Fun and Fearless: We face challenges with a positive and bold spirit. We challenge each other, the status quo, and “how it’s always been done”.

At Roots, 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.