Define and lead the B2C acquisition strategy
Design the acquisition strategy to grow the Roole and Roole Map user bases
Identify and activate the highest-performing channels to generate new users
Implement a test-and-learn approach to rapidly experiment with new levers
Manage digital channels: SEO, SEA, ASO, paid social, affiliate, display, app acquisition
Test new acquisition channels and innovative formats
Analyze and improve in-app user journeys to maximize activation and engagement
Identify friction points and test user journey optimizations
Collaborate with Product and Data teams to test journey, onboarding, and messaging optimizations
Contribute to the design and optimization of freemium mechanics and paid services
Identify key moments in the user journey to offer add-on services or premium offers
Test different conversion approaches, pricing, bundles, and in-app upsell
Implement a test-and-learn approach to quickly experiment with new channels, messages, or journeys
Launch and analyze A/B tests to optimize conversion and engagement
Track key KPIs: member acquisition, app downloads, MAU, activation, freemium-to-paid conversion, CAC, and LTV
Build tracking dashboards and analyze the performance of different channels
Turn data insights into fast optimization decisions

5 to 8 years of experience in Growth Marketing or Acquisition, ideally in a digital or B2C environment
Management of multi-channel acquisition strategies with ambitious growth targets
Strong command of acquisition channels: SEO, SEA, ASO, paid social, affiliate, app acquisition
Comfortable with data and performance analysis
Strong test-and-learn culture and experimentation mindset
Hands-on experience, able to define strategies and launch concrete campaigns
Effective collaboration with Product, Marketing, and Data teams
Curiosity, analytical mindset, and impact orientation

Growth Marketing Manager

Key skills