Sr. Lead, Growth Marketing - Cal AI

What you’ll be doing:

• 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

Qualifications to be successful in this role:

• 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

Bonus Points:

• 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, and media buyers