Marketing Manager - Affiliate and App Marketing

Who We Are:

Who We're Looking for: 

As Affiliate + App Marketing Manager, US and International, you'll lead the performance side of Rover's affiliate program, own growth for Rover's iOS and Android app downloads, and run our test-and-learn program for new and emerging channels. Your work spans the US, Canada, UK, and emerging EU markets. Reporting to the Growth Director, you'll sit at the intersection of performance marketing, product, and measurement. You'll make sure partner, app, and test spend drives real new customers while growing awareness, all while keeping the customer experience cohesive from first click to first booking.

Affiliate is the core of the role. App marketing is where we want to build deeper expertise, from paid acquisition and App Store presence to the web-to-app path and privacy-era measurement. 

The third part is exploration: you'll test new channels and approaches such as and partnership marketing, prove what works and work with the Director and teammates on a path to scaling it.

As Rover expands how it grows through partners, mobile, and new channels, you’ll have the opportunity to help shape this role and how Growth Media collaborates with Product, Lifecycle, and Brand teams. From that foundation, the role may grow into areas such as performance partnerships. We’re looking for someone who brings strong expertise, adaptability, and ideas about where we can make the greatest impact. Throughout the interview process, we’ll share our current priorities and where you can help influence what comes next.

This is a hybrid position that has the minimum expectation to work out of our Downtown Seattle Office two days per week on Mondays and Thursdays. For this reason, candidates must be based in the Greater Seattle Area or willing to relocate.

Your Responsibilities:

Own new-customer goals for Affiliates and App across the US, Canada, UK, and emerging EU markets, and contribute to awareness goals, holding CAC to the LTV-based payback target for each channel.

Own reporting results across Affiliate, App, and test channels, turning metrics such as CAC, ROAS, payback by cohort, eCPM, reach, and engagement into clear recommendations for leadership.

Own the testing roadmap for Affiliate, App, and new channels. Propose and run incrementality tests alongside Marketing Analytics teammates, leveraging geo-uplift studies and MMM, and use the results to prove which spend drives real new customers, not organic or brand halo effects.

Set the strategy for the Affiliate content and performance partnership (performance PR + CPA content partners) based Affiliate channel and manage the partners in it. Recruit and onboard new partners, set commission structures and incentives, and decide which partner types earn investment and which get cut. Test hybrid deals that pair a flat fee with performance pay.

Protect the Affiliate program from fraud, promo code abuse, and policy violations through tracking, monitoring, and partner audits with the help of our agency.

Own compliance for Affiliate content, from contract terms and disclosure language to content review and ongoing monitoring, in partnership with Legal and Brand/Creative teams. 

Own acquisition and re-engagement for Rover's iOS and Android apps, as a tool to drive NewCustomers and improve retention.

Manage paid App channels such as Apple Ads, Google App campaigns etc and help decide where incremental dollars earn their place.

Partner with Product team on App Store presence, including App Store optimization, keyword strategy, and custom product pages matched to ad and keyword intent, as a conversion lever for both paid and organic traffic.

Be the expert on the  App measurement stack with Marketing Analytics and Engineering, including our mobile measurement partner, attribution reporting, server-side events, and modeled conversions. 

Partner with CRM and Lifecycle on re-engagement. Start with owned channels, and use paid retargeting only where holdout tests show it adds bookings.

Partner with Product and Engineering on the in-app events, deep links, and onboarding steps that app marketing depends on, and with the teams that manage care provider supply so spend follows local availability.

Track platform and policy changes, such as new Apple Ads inventory, Apple and Google privacy rules, and EU app store and external purchase rules, and recommend how we respond.

Own the test-and-learn program for new and emerging channels. Keep a prioritized backlog of hypotheses, run minimum viable tests with a pre-agreed budget cap, success metric, and decision rule, and report results to leadership, including the tests that did not work.

Test channels across the funnel, such as experiential and in-person activations, partnership and co-marketing programs, referral programs, connected TV with scan-to-install, AI-native ad platforms, and retail or commerce media.

Source, structure, and negotiate partnership and co-marketing deals with brands and platforms, using performance-based terms where possible, with Legal and Finance.

Build measurement into each test from day one, using promo codes, QR codes and deep links, geo holdouts, or matched markets, so results show whether a channel drove bookings that would not have happened anyway.

Scale winners with the teams that will run them, hand them off with a playbook, and shut down tests that miss their pre-agreed bar. 

Lead day-to-day conversations with Affiliate agency partners for your areas of focus, holding them accountable for strategy, execution, and performance against goals.

Contribute to RFPs and agency selection for Affiliate agencies. Help define requirements, evaluate proposals, and recommend partners.

Stay flexible as priorities evolve. Take on adjacent performance opportunities such as team and league opportunities and international performance strategy as the org and our new-channel program take shape.

Your Qualifications

8+ years of experience in performance marketing across Affiliate and Mobile App growth, managing combined budgets of $5M+, with a track record of balancing direct response and brand metrics.

Experience executing programs across the US and international regions, specifically Canada, the UK, and the EU.

Comfortable presenting to senior stakeholders and translating platform and network jargon into concise, high-level recommendations.

Bachelor's degree required. A master's degree in a quantitative or business field is a plus, and equivalent work experience counts too.

Direct experience selecting and managing Affiliate and App agencies. You have run RFP processes, validated agency work, and held partners accountable for results.

Hands-on experience with affiliate networks and tracking platforms (such as Rakuten, Impact, or similar), and with a mobile measurement partner (such as AppsFlyer, Adjust, Branch, or Singular).

Deep Affiliate knowledge. You know the partner types, commission models, and fraud risks, and you can tell which partners drive new customers and which just capture existing demand.

Hands-on app growth experience on iOS and Android. You have run paid acquisition on Apple Ads and at least one of Google, Meta, or TikTok app campaigns, and you understand App Store optimization, deep linking, and web-to-app flows.

A track record with ecommerce or marketplace brands, fluent in both funnel metrics such as ROAS, CAC, LTV, payback period, and eCPM, and brand health metrics such as awareness and consideration.

Measurement Fluency: Hands-on experience with geo-uplift testing, MMM, multi-touch attribution, and privacy-era app measurement (SKAdNetwork, AdAttributionKit, and modeled conversions), and turning the results into action.

Channel Expertise: A strong point of view on Affiliate and App marketing best practices, backed by data, that you're comfortable advocating for.

Test-and-Learn Mindset: You design small, fast tests with clear decision rules, you are as comfortable reporting a miss as a win, and you know when to scale a result and when to stop.

Customer Journey Cohesion: A strong grasp of the customer journey and why consistency matters. You architect one perspective across web, app, partner, and paid touchpoints so the path from first click to first booking feels seamless.

Compliance Expertise: Fluency in FTC disclosure requirements and platform and network policies for Affiliate content, with working knowledge of UK and EU rules and of app store and privacy rules such as ATT and GDPR.

Collaboration: A genuinely collaborative streak. You work fluently with Brand/Creative, Product, Engineering, Lifecycle, and Marketing Data Science, speaking creative, technical, or data depending on the audience, and you'd rather build one great program with several teams than guard your own lane.

Adaptability: Comfort with scope that evolves and decisions that are still in flight. You stay effective and constructive as priorities, ownership, and team structure shift, and you can turn your skills toward whatever the business needs most.

AI/Automation Mastery: You've used scripts, Python, SaaS tools, and/or AI to improve workflow automation, giving yourself real capacity gains.

A Sense of Curiosity: Genuine excitement to learn new things and to keep challenging your own thinking.

Nice to Haves:

• Experience with pet or on-demand marketplace brands specifically.

• Experience with two-sided marketplace apps, where growth depends on both demand and supply.

• Experience with partnership, co-marketing, or sponsorship programs, including team and league partnerships.

• Experience running experiential or in-person activations with measurable outcomes.

• Experience testing emerging ad platforms early in their life, such as AI-native ads, connected TV scan-to-install, or retail media.

Benefits of Working at Rover.com

Competitive compensation

401k match

Long-term incentive plan with a company performance-based cash payout

Flexible PTO

Competitive benefits package, including medical, dental, and vision insurance

Commuter benefits

Bring your dog to work (and unlimited puppy time)

Pet benefits, including $1000 toward adopting your first dog or cat

Stocked fridges, coffee, soda, and lots of treats (for humans and dogs) and free catered lunches monthly

Regular team activities performed in-person and virtually

Compensation:

In the greater Seattle area the first-year salary range is $129,139-$171,755. Additionally, Rover offers benefits to full-time employees.
The cash compensation offered for this role will be dependent on the candidate's experience, qualifications, skills, and abilities as demonstrated in the interview and hiring process.