Growth Marketing Specialist - Cal AI

What you’ll be doing:

• Execute paid advertising campaigns across major digital platforms, including Meta, TikTok, Google, Snapchat, and other emerging channels
• Proactively identify and recommend specific acquisition improvements and channel optimizations based on performance analysis
• Contribute to retention and engagement initiatives through channel execution and lifecycle insights
• Identify growth experiments, conversion opportunities, and user acquisition improvements in partnership with product and analytics teams
• Analyze campaign performance, including CAC, ROAS, payback periods, creative performance, funnel conversion, and retention metrics
• Collaborate with creative, influencer, product, and analytics teams to turn insights into growth actions
• Build and maintain testing frameworks for paid ads, creative, landing pages, and offers
• Support a high-velocity growth culture through structured experimentation, clear reporting, and disciplined execution
• Help Cal AI maintain a high-velocity growth culture through rapid experimentation, clear reporting, and disciplined execution
• Manage multiple projects simultaneously, making informed tradeoffs and escalating risks to your manager as needed

Qualifications to be successful in this role:

• 2-4 years of experience in growth, paid acquisition, performance marketing, or consumer app marketing
• Hands-on experience running paid advertising campaigns profitably for a consumer mobile app, subscription app, health/wellness app, or similar product
• Working knowledge of Apple Search Ads, Meta, and TikTok; experience with Snapchat or Google is a plus
• Solid understanding of CAC, LTV, ROAS, payback period, and core subscription app economics
• Experience supporting creative testing and collaborating with UGC creators, influencers, or creative strategists
• Analytical mindset with comfort working in dashboards, attribution tools, and performance data
• Experience with mobile attribution platforms such as AppsFlyer, Adjust, Singular, Branch, or similar
• Clear communicator who can craft data-backed recommendations and tailor messaging to different audiences

Bonus Points:

• Experience scaling an app in the Health & Fitness, wellness, nutrition, AI, consumer subscription, or mobile utility category
• Exposure to influencer marketing, affiliate programs, creator whitelisting, Spark Ads, or organic social strategy
• Familiarity with web-to-app funnels, subscription monetization, onboarding optimization, or paywall testing
• Growing network of growth partners, creators, or marketing technology vendors

Values you’ll model

• Be Kind and Care — build with empathy; assume positive intent; support teammates and members.
• Live Good Health — champion healthy habits and balance in how we work and what we ship.
• Be Data-Inspired — ground decisions in research and data; measure what matters.
• Champion Change — lean into ambiguity; iterate, learn, and improve continuously.