B2C Mobile App Growth Expert
247 Labs Inc.
Posted 3 hours ago
Job Details
The Role
We're hiring a B2C Mobile App Growth Expert to own user acquisition, activation, and monetization for our consumer mindfulness app — with a single mandate: take our active user base from where it is today (low thousands) to hundreds of thousands, a genuine 10x, while building a monetization engine that reliably converts free users into paying monthly and annual subscribers. This role is deliberately outcomes-first: we're less interested in a growth philosophy and much more interested in what you've actually done before, which app, what the numbers looked like before and after, and exactly what you did to move them.
What You'll Do
• Own and be accountable for one top-line target: growing the app's active user base roughly 10x, from the low thousands to hundreds of thousands, with a clear channel-by-channel plan to get there and regular reporting against it.
• Own the full-funnel growth strategy — acquisition, onboarding/activation, engagement, and retention — in service of that target.
• Plan, launch, and optimize paid user-acquisition campaigns across channels such as Meta, TikTok, Google UAC/ASA, and app-store search ads, managing budget against target CAC and payback goals.
• Drive App Store Optimization (ASO): keywords, listing creative, ratings/reviews strategy, and localization to lift organic installs.
• Design and own the freemium-to-paid conversion funnel — turning free users into monthly and annual subscribers — and be able to show the conversion-rate improvements you've driven.
• Decide, together with product and backed by data, exactly which features stay free and which sit behind the paywall — usage data, willingness-to-pay signals, and competitive benchmarking, not guesswork.
• Own pricing strategy for the app: set and test price points for the core subscription and any tiers or add-ons, run pricing experiments, and adjust based on results, including regional/geo pricing where relevant.
• Design and run structured A/B tests across onboarding, paywall placement and design, pricing, and messaging to lift activation and conversion.
• Build and maintain growth and monetization dashboards (MAU/DAU, activation, retention, free-to-paid conversion, ARPU, LTV, CAC, ROAS) and report on them regularly to leadership.
• Own lifecycle and re-engagement marketing — push notifications, email, and in-app campaigns — to bring lapsed users back and nudge free users toward conversion.
• Stay ahead of platform changes (iOS/Android policy, attribution/privacy shifts like SKAdNetwork and App Tracking Transparency) and adapt strategy accordingly.
Track Record We Need to See (Must-Have)
This role is about demonstrated results, not theory. In the interview process, you should expect to walk us through real apps and real numbers.
• Demonstrated, verifiable experience taking a health, wellness, or fitness app's active user base from a few thousand to hundreds of thousands — a real 10x or better — and able to explain, in detail, exactly how you did it.
• Proven experience converting freemium users into paying monthly and annual subscribers, with specific before/after conversion numbers you can speak to.
• Direct, hands-on experience deciding which features to place behind a paywall and which to keep free, and the data and reasoning behind those calls.
• Hands-on experience setting and testing pricing — for the core app and for individual features or tiers — including price-point testing, bundling, and promotional pricing.
• A strong, broad app monetization background (subscriptions, in-app purchases, freemium models), ideally earned specifically in health, wellness, fitness, or another habit-forming consumer app.
• Ready to walk us through your app growth portfolio in detail — specific apps, real numbers, and the exact levers you pulled to get there. A general growth philosophy without concrete, attributable results won't be a fit for this role.
Additional Skills & Experience
• Strong command of mobile analytics and attribution tools (e.g., Amplitude, Mixpanel, Firebase, AppsFlyer, Adjust) and comfort pulling and interpreting your own data.
• Experience running and interpreting A/B tests, with a genuinely experimental, hypothesis-driven mindset.
• Excellent cross-functional collaborator — comfortable working closely with product, design, and engineering to ship growth and monetization ideas fast.
• Comfortable operating with the resources of a small team: scrappy, hands-on, and willing to do the analysis and the execution yourself.
Nice to Have
• Background in a startup or scale-up environment with lean marketing budgets.
• Basic SQL skills for self-serve data analysis.
• Experience with lifecycle/CRM tools (e.g., Braze, OneSignal, CleverTap).
What You'll Get
• A high-ownership growth role with a direct line from your work to company outcomes.
• A fully remote, flexible working environment.
• The chance to shape the growth playbook for a mission-driven wellness product from an early stage.
• A collaborative team that treats mental wellbeing as seriously in how we work as in what we build.
We're hiring a B2C Mobile App Growth Expert to own user acquisition, activation, and monetization for our consumer mindfulness app — with a single mandate: take our active user base from where it is today (low thousands) to hundreds of thousands, a genuine 10x, while building a monetization engine that reliably converts free users into paying monthly and annual subscribers. This role is deliberately outcomes-first: we're less interested in a growth philosophy and much more interested in what you've actually done before, which app, what the numbers looked like before and after, and exactly what you did to move them.
What You'll Do
• Own and be accountable for one top-line target: growing the app's active user base roughly 10x, from the low thousands to hundreds of thousands, with a clear channel-by-channel plan to get there and regular reporting against it.
• Own the full-funnel growth strategy — acquisition, onboarding/activation, engagement, and retention — in service of that target.
• Plan, launch, and optimize paid user-acquisition campaigns across channels such as Meta, TikTok, Google UAC/ASA, and app-store search ads, managing budget against target CAC and payback goals.
• Drive App Store Optimization (ASO): keywords, listing creative, ratings/reviews strategy, and localization to lift organic installs.
• Design and own the freemium-to-paid conversion funnel — turning free users into monthly and annual subscribers — and be able to show the conversion-rate improvements you've driven.
• Decide, together with product and backed by data, exactly which features stay free and which sit behind the paywall — usage data, willingness-to-pay signals, and competitive benchmarking, not guesswork.
• Own pricing strategy for the app: set and test price points for the core subscription and any tiers or add-ons, run pricing experiments, and adjust based on results, including regional/geo pricing where relevant.
• Design and run structured A/B tests across onboarding, paywall placement and design, pricing, and messaging to lift activation and conversion.
• Build and maintain growth and monetization dashboards (MAU/DAU, activation, retention, free-to-paid conversion, ARPU, LTV, CAC, ROAS) and report on them regularly to leadership.
• Own lifecycle and re-engagement marketing — push notifications, email, and in-app campaigns — to bring lapsed users back and nudge free users toward conversion.
• Stay ahead of platform changes (iOS/Android policy, attribution/privacy shifts like SKAdNetwork and App Tracking Transparency) and adapt strategy accordingly.
Track Record We Need to See (Must-Have)
This role is about demonstrated results, not theory. In the interview process, you should expect to walk us through real apps and real numbers.
• Demonstrated, verifiable experience taking a health, wellness, or fitness app's active user base from a few thousand to hundreds of thousands — a real 10x or better — and able to explain, in detail, exactly how you did it.
• Proven experience converting freemium users into paying monthly and annual subscribers, with specific before/after conversion numbers you can speak to.
• Direct, hands-on experience deciding which features to place behind a paywall and which to keep free, and the data and reasoning behind those calls.
• Hands-on experience setting and testing pricing — for the core app and for individual features or tiers — including price-point testing, bundling, and promotional pricing.
• A strong, broad app monetization background (subscriptions, in-app purchases, freemium models), ideally earned specifically in health, wellness, fitness, or another habit-forming consumer app.
• Ready to walk us through your app growth portfolio in detail — specific apps, real numbers, and the exact levers you pulled to get there. A general growth philosophy without concrete, attributable results won't be a fit for this role.
Additional Skills & Experience
• Strong command of mobile analytics and attribution tools (e.g., Amplitude, Mixpanel, Firebase, AppsFlyer, Adjust) and comfort pulling and interpreting your own data.
• Experience running and interpreting A/B tests, with a genuinely experimental, hypothesis-driven mindset.
• Excellent cross-functional collaborator — comfortable working closely with product, design, and engineering to ship growth and monetization ideas fast.
• Comfortable operating with the resources of a small team: scrappy, hands-on, and willing to do the analysis and the execution yourself.
Nice to Have
• Background in a startup or scale-up environment with lean marketing budgets.
• Basic SQL skills for self-serve data analysis.
• Experience with lifecycle/CRM tools (e.g., Braze, OneSignal, CleverTap).
What You'll Get
• A high-ownership growth role with a direct line from your work to company outcomes.
• A fully remote, flexible working environment.
• The chance to shape the growth playbook for a mission-driven wellness product from an early stage.
• A collaborative team that treats mental wellbeing as seriously in how we work as in what we build.
Language
English
Nationality
Any
Company Size
51-200
Skill
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