Head of Growth Marketing

Franki is an innovative app that helps people discover great restaurants and earn cash back for their visits. The Head of Growth Marketing will own and scale the paid acquisition strategy while co-leading product-led growth initiatives to drive nationwide expansion.

Responsibilities:

• Own paid acquisition end-to-end across Meta, TikTok, Google App Campaigns (UAC), Apple Search Ads, and programmatic channels — setting targets, budgets, and pacing for ROI and payback
• Build and scale affiliate and creator programs to complement paid efforts, working with freelance support to expand reach and efficiency
• Co-lead PLG experimentation with Product — from hypothesis design to prioritization (ICE/RICE), feature-flag rollouts, and impact analysis
• Instrument analytics and attribution (MMP setup, event taxonomies, cohorts, LTV/CAC modeling), ensuring privacy-safe measurement through SKAdNetwork/AdAttributionKit and Conversions API
• Drive App Store conversion via Product Page Optimization, Custom Product Page tests, and Google Play Store Listing Experiments
• Report progress and insights using dashboards, cohort analysis, and growth accounting tied to a single North Star Metric

Requirements:

• 8+ years in growth/performance marketing, with at least 3+ focused on mobile apps at seed–Series C stages
• Proven experience owning budgets and achieving CAC/LTV and payback targets across major paid channels
• Hands-on experience with MMPs (AppsFlyer, Adjust, or Branch), SKAdNetwork/AdAttributionKit, Conversions API, and analytics tools (Amplitude, Mixpanel, GA4)
• Demonstrated ability to execute against a North Star Metric and AARRR frameworks
• Experience designing and implementing growth loops (referrals, sharing, incentives, creator/affiliate) in partnership with product teams, proving compounding impact
• Entrepreneurial, data-driven mindset — equally comfortable designing strategy and diving into campaign ops