Develop and execute strategies to convert existing mobile app users into paid subscribers.
This includes improving upgrade flows, identifying behavioral triggers for subscription offers, and optimizing how premium features are presented to users.
Design lifecycle engagement programs across mobile channels including:
in-app messaging
push notifications
upgrade prompts
feature adoption campaigns
lifecycle email engagement
Partner with Product teams to implement lifecycle messaging and engagement strategies within the Tapo and Kasa mobile apps.
Own experimentation initiatives that improve subscription performance, including:
paywall optimization
free trial campaigns
feature messaging and positioning
pricing presentation tests
Run A/B tests and analyze results to continuously improve subscription conversion and engagement.
Develop programs that improve subscriber retention, feature usage, renewal rates, customer lifetime value
Monitor and analyze key performance metrics including:
subscription attach rate
trial-to-paid conversion
churn rate
ARPU and LTV
Translate insights into actionable growth initiatives.

Bachelor’s degree in Business, Marketing, or a related field, required.
5+ years of experience in growth marketing, lifecycle marketing, or mobile app growth
Experience working with freemium or subscription-based products
Experience converting existing users into paid subscribers
Experience working with mobile apps or digital platforms
Demonstrated ability to drive measurable growth outcomes
Preferred Experience
Experience with lifecycle marketing and mobile analytics platforms such as:
Braze
Amplitude
Mixpanel
Firebase
Iterable
Customer.io
Experience running A/B testing and experimentation programs.
Ideal Candidate Background
Candidates may come from industries such as:
consumer technology
smart home / IoT
mobile subscription apps
SaaS platforms
streaming or digital services
connected device ecosystems
Cross-Functional Collaboration
This role works closely with:
Product teams to align lifecycle messaging with product capabilities
Analytics teams to identify growth opportunities
Engineering teams to implement in-app engagement campaigns

Fully paid medical, dental, and vision insurance (partial coverage for dependents)
Contributions to 401k funds
15 days accrued vacation
11 paid holidays
Bi-annual pay review
Health and wellness benefits, including free gym membership
Quarterly team-building events

Mobile Growth Manager – Freemium to Subscription Conversion

Key skills