Growth Marketing & Acquisition Manager
Location: Farnborough
Business Group: Worry-Free Parenting (Philips Personal Health)
Reports to: Growth Leader
What You’ll Do:
Own the full acquisition portfolio: set and own the acquisition strategy across all channels—including paid social (Meta, TikTok), paid search (Google UAC / App Campaigns), Apple Search Ads, app store optimisation (ASO), SEO, and emerging channels such as generative engine optimisation (GEO) and creator‑led growth for AI‑driven discovery—without optimising any single one in isolation.
Own cost of acquisition and active user growth as headline metrics, and make evidence‑based decisions about where the next pound of spend or hour of effort should go.
Continuously rebalance the channel mix and test new or under‑exploited channels as clear bets, doubling down on what works and retiring what doesn’t.
Drive creative velocity and testing: treat creative as the primary lever for improving acquisition efficiency, not an afterthought to budget management. Build a high‑output creative engine through UGC specialists, creators, freelancers, and agency partners, increasing the volume and variety of concepts tested by an order of magnitude. Write sharp creative briefs grounded in audience insight, run structured testing frameworks, and feed winning signals back into the platforms and the wider funnel.
Direct agencies, freelancers, and specialists: source, onboard, brief, and manage a lean network of specialist partners (mobile UA agencies, creative producers, channel specialists), bringing in new specialists as the strategy demands rather than building a large in‑house team. Hold partners accountable to clear outcomes and benchmarks, while staying close enough to detail to challenge their work and step in when needed.
Build measurement and incrementality infrastructure: own the measurement stack (attribution, event tracking, value‑based signals) and run regular incrementality testing so we can trust what is genuinely driving growth. Automate reporting and account checks that currently eat time, and simplify campaign structures so more effort goes into creative and strategy and less into manually moving budgets between campaigns and markets.
Orchestrate cross‑functional growth: partner with content, commercial, and partnership teams to unlock acquisition through healthcare, retail, and creator relationships that paid media alone cannot reach. Work with the lifecycle and CRM function to ensure acquisition connects cleanly into onboarding, activation, and retention, not just top‑of‑funnel installs. Collaborate with product and engineering to improve store conversion, onboarding, and the in‑product moments that compound acquisition into long‑term value.
What We’re Looking For:
At least 5 years in user acquisition for consumer mobile apps, with meaningful time spent owning strategy across multiple channels and markets—not solely executing in one.
A track record of improving cost of acquisition through creative testing, not just spend management, grounded in a current understanding of how modern paid platforms work.
Strong command of mobile measurement (attribution, MMPs, event and value tracking, and incrementality testing), with an analytical instinct to interpret data, stay sceptical of vanity metrics like raw installs, and turn findings into clear, prioritised action and honest trade‑offs.
Experience selecting, onboarding, and directing agencies, freelancers, and specialists to deliver outcomes rather than just activity.
A scrappy, bias‑to‑action operator who would rather ship and learn than perfect and wait, and who can roll up their sleeves and execute themselves when speed demands it.
Genuine curiosity about emerging channels (GEO, creator and partnership‑led growth) alongside strong working knowledge of established ones (SEO, ASO) and a habit of testing new opportunities early.
Excellent communication and collaboration skills, with the credibility to influence product, engineering, analytics, and commercial stakeholders.
The ability to translate brand strategy into channel execution—understanding that creative, tone, and messaging consistency across Meta, TikTok, and search directly impact performance outcomes.
Hands‑on experience with key paid channels including Meta Ads, Google UAC, Apple Search Ads, and TikTok, alongside familiarity with mobile attribution platforms such as Branch or similar MMPs.
Equal Employment Opportunity Statement
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In order to ensure reasonable accommodation for individuals protected by Section 503 of the Rehabilitation Act of 1973, the Vietnam Veterans’ Readjustment Act of 1974, and Title I of the Americans with Disabilities Act of 1990, applicants that require accommodation in the job application process may contact 888‑367‑7223, option 5, for assistance.
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