Sr. Lead, Growth Marketing - Cal AI

MyFitnessPal is looking for a highly strategic and execution-oriented Sr. Lead, Growth Marketing to lead user acquisition and retention efforts across various channels. This role involves developing performance marketing strategies, analyzing campaign performance, and advising leadership on growth initiatives.

Responsibilities:

• Own or advise on paid advertising strategy across major digital platforms, including Meta, TikTok, Google, Snapchat, and other emerging channels
• Develop/execute user acquisition strategies to efficiently scale new customer growth
• Improve retention, engagement, and monetization through channel strategy, lifecycle insights, and product-growth collaboration
• Support product and channel development by identifying growth experiments, conversion opportunities, and user acquisition improvements
• Analyze campaign performance, CAC, ROAS, payback periods, creative performance, funnel conversion, and retention metrics
• Partner with creative, influencer, product, analytics, and executive teams to turn insights into growth initiatives
• Provide ongoing strategic guidance to senior leadership on growth strategy, market positioning, competitive dynamics, and operational performance
• Build repeatable testing frameworks for paid ads, creative, landing pages, onboarding flows, offers, and retention campaigns
• Help Cal AI maintain a high-velocity growth culture through rapid experimentation, clear reporting, and disciplined execution

Requirements:

• 8+ years of experience in growth, paid acquisition, performance marketing, or consumer app marketing
• Proven track record scaling paid advertising spend profitably for a consumer subscription app, mobile app, health/wellness app, fintech app, or similar consumer product
• Deep hands-on experience with Apple Search Ads. Extensive experience with paid social platforms, especially Meta and TikTok; experience with Google, Snapchat, or influencer amplification is a plus
• Strong understanding of CAC, LTV, ROAS, payback period, retention, conversion rate optimization, and subscription app economics
• Experience developing creative testing systems and working closely with UGC creators, influencers, editors, or creative strategists
• Strong analytical skills and comfort working with dashboards, attribution tools, cohort analysis, and performance data
• Experience working with mobile attribution tools such as AppsFlyer, Adjust, Singular, Branch, or similar
• Experience scaling an app in the Health & Fitness, wellness, nutrition, AI, consumer subscription, or mobile utility category
• Experience with influencer marketing, affiliate programs, creator whitelisting, Spark Ads, partnership growth, or organic social strategy
• Experience with web-to-app funnels, subscription monetization, onboarding optimization, paywall testing, or lifecycle marketing
• Prior founder, operator, consultant, or executive-level growth experience
• Strong network of growth partners, creators, affiliates, agencies, or marketing technology vendors