Positions – Director of Mobile App Growth and Performance

**About The Tapping Solution**

We’re a small, scrappy, globally diversified personal development organization committed to spreading tapping throughout the world. Our flagship product, the Tapping Solution App offers over 200 Tapping Meditations for powerful and effective stress and anxiety relief – accessible to anyone around the world. Released in 2018, The Tapping Solution App has had over 1.6 Million completed tapping sessions. With over 200,000 people having used the “Releasing Anxiety” Tapping Meditation showing an average 41% decrease of anxiety in just 9 minutes. 

As you can see, we’re off to an unbelievable start! We are open and flexible as to how to best grow our amazing App using advanced growth and marketing strategies. This is where you come in!

**Who You Are**

You’re a Marketing Growth Strategist and Manager, and love nothing more than growing user acquisition and rapidly scaling customer bases. You thrive in fast paced, growth-orientated environments and excel at team building, management and end-to-end campaign development. With a strong, data-driven approach to our target markets, you will test, optimize, and grow channels such as performance, email, influencer, ASO, SEO, referral, and more!

You are results driven and strategic in your approach and always map out a plan before diving in. You enjoy working across teams and have a stellar track record for effective and successful optimization marketing. Show off your successes! 

You’re a…

  • Natural hustler – you know what hard work looks like and lead by example. You’re a leader and a doer. 
  • Analytical mind – you are fluent in web analytics, Google Analytics Certified and can interpret ‘the number’ to effectively improve a user’s experience. You know how to create a testing hypothesis and design a test to prove a theory. 
  • Curiouser and curiouser – you are constantly keeping up with the latest trends in digital marketing and constantly looking for ways to improve the user experience. 
  • Quick paced – you know how to create urgency for both customers and team members and want to learn faster ways to find the next winner. 
  • Tech savvy – you can work independently without requiring significant tech support.
  • Team player – you enjoy working collaboratively across teams to turn ideas into action!

**What You’ll Do**

As the Director of Mobile App Growth, you will lead mobile app digital marketing, strategic planning and acquisition across all channels to drive growth and continuously improve conversion rates for The Tapping Meditations app. The ideal candidate will have experience leading a dynamic digital marketing team, defining the testing road-map, execution, and reporting of results and have a proven track record of effectively developing and instituting processes and best practices in CRO and ASO to generate positive results. 

You will work closely with internal teams and coordinate business objectives, including leading development of technology solutions to guide strategic thinking and media plans. You are personable, analytical, responsible, and detail-orientated and possess the ability to motivate and direct a team on concurrent projects. 

We’ve got decent marketing knowledge, having built everything ourselves from the ground up but need someone who can strategize new ideas, identify all the low-hanging fruit we aren’t capitalizing on, refine it, and execute, analyze and report regularly about what’s working (and what’s not)!

Responsibilities include:

  • Identify, develop, lead, and implement user acquisition strategies, channels and media mix and refine existing initiatives to prospect and capture new leads through strategic marketing funnels
  • Spearhead new marketing and data initiatives that support acquisition efforts
  • Develop and maintain in-house infrastructure for paid digital channels
  • Create impactful marketing campaigns to acquire new users. Create and maintain a campaign calendar
  • Optimize app conversion funnel without compromising user experience
  • Optimize ad copy, expand and discover keywords on Apple Search Ads
  • Deliver against user activation and CPA targets
  • Continuously adjusts strategy and plans based on campaign ROI, real-time trends and other insights
  • Tests new consumer concepts and leverages customer insights and analytics to provide input into new marketing or service strategies, identify trends and insights
  • Oversee development and maintenance of all necessary marketing materials related to initiative you’re responsible for
  • Establish and refine user acquisition buying methodology
  • Develop campaigns, including landing page and ad development, mapping for audience targeting, messaging, strategy, and funnel breakdown
  • Oversee strategy and day-to-day operation and growth of the Mobile ad campaigns on Google AC, App Store Ads, and other mobile platforms (Facebook, Instagram, etc)
  • Partner with finance to set aggressive spend, revenue, and ROAS goals (then hit them)
  • Partner with marketing and content teams to develop compelling messaging, and drive acquisition creative strategy
  • Develop and measure product KPIs and devise and implement experiments to find suitable solutions to enhance performance
  • Track, report, and analyze campaign performance and conversion data and utilize data insights to develop new growth strategies and initiatives
  • Reviews customer and competitor insight data and makes recommendations on new/additional target audience segments and marketing channel priorities
  • Recommends new performance metrics to test effectiveness of existing or new marketing channels
  • Measure effectiveness of ad spend and balance our ROI
  • Collaborate with teams responsible for advertising, blogging, email, social media, in order to optimize each conversion path
  • Effectively communicate channel performance and test learnings to leadership
  • Manage the profitable investment of an 8-figure user acquisition budget to hit KPI targets and achieve user and revenue growth
  • Develop test plans and experiment with new user acquisition initiatives, then analyze performance to identify the highest impact opportunities
  • Balances market dynamics, personal experience and instinct with the use of empirical data and telemetry to inform recommendations and decisions
  • Collaborates with the marketing and consumer insights teams to validate product and roadmap decisions as well as to provide insights for ongoing testing and optimization
  • Leads a cross-functional team that oversees strategic planning and deployment of app-based marketing using new capabilities such as in-app marketing content and push notifications
  • Stay current on the mobile user acquisition landscape, growth trends, best practices, and competitor strategies to develop new ideas and initiatives for growth

**Skills and Experience Required**

  1. 5+ years of consumer growth/user acquisition and digital marketing experience in the mobile space
  2. 3+ years of experience running a growth team with superior ability to recruit, retain, and motivate talent
  3. 3+ years of mobile consumer advertising or mobile media buying experience with a demonstrable track record of delivering results
  4. BA, BS or advanced degree in Business, Communications or related field preferred but not required
  5. Expert-level understanding of how to successfully scale the growth of a mobile app from tens/hundreds of thousands of users to millions and best practices for the current mobile user acquisition, marketing landscape, mobile analytics, and mobile attribution
  6. Experience working at a successful startup through the growth stage
  7. Deep knowledge of best practices in driving user acquisition and how to marketing directly to consumers
  8. Deep understanding of mobile ad landscape, trends, and ad network ecosystem, successfully scaling ad spend (social, video networks, DSPs, etc)
  9. Data-driven approach and proven track record of meeting or exceeding sales goals
  10. Experience planning and implementing an App Store Optimization strategy achieving significant app user base growth
  11. Deep understanding of and access to ASO, including tools, knowledge of app store algorithms, optimization methods and effective strategies for growing app installs
  12. Experience effectively using app store optimization tools such as StoreMaven, Apptentive, Mobile Action etc
  13. Strong analytical skills, including the ability to analyze statistical data to make optimization decisions and apply business strategy to data analysis and recommendations
  14. Experience successfully managing multiple marketing budgets across multiple digital/media channels and campaigns including a working knowledge of paid search testing ad text and landing pages (A/B Testing cross channel optimization)
  15. Experience successfully doing both strategic planning and daily execution/optimization and effectively manage multiple concurrent projects
  16. Excellent communication skills – ability to communicate growth goals and advocate to individual, team, and audiences and to sell one’s ideas and negotiate
  17. Deep knowledge of best practices for UI/UX 
  18. Strong grasp of ROI with an analytical mind to mine data for insights and generate hypothesis for constant and fast iteration testing
  19. Deep understanding of web analytics and inbound marketing tactics including programmatic and mobile advertising ecosystems
  20. Organized and methodical in setting up processes to streamline testing cadence with a team of diverse skills
  21. Advanced understanding of digital marketing trends including email marketing strategies 
  22. Exceptional technical and analytics skills necessary to monitor and identify campaign performance trends in data and generated reports
  23. Excellent critical-thinker and problem-solver with stellar time-management skills
  24. Driven, self-motivated and passionate about working in a fast-paced, ever-changing environment
  25. Strong sense of professionalism, collaboration and respect
  26. Google Analytics Certified strongly preferred but not required
  27. Expertise with Excel, Domo, Tableau, or similar analytics/visualization software is a plus
  28. Experience in related fields like Conversion Rate Optimization (CRO), Search Engine Optimization (SEO), and digital marketing is a big plus!
  29. Passion for the digital media space in health and wellness, personal development, and everything in between strongly preferred

**Logistics**

  1. We intend to start this off on a 60-day trial period to determine if we’re a good fit for each other. During this period, we’ll be assessing the effectiveness of your work and how well (and quickly) you can grow our marketing efforts. 
  2. Although we are willing to start this role off as part-time for the first 60 days (around 25 hours a week), we are ideally looking for someone interested in an ongoing, full-time role. Please do not apply if this isn’t you. 

This is a special opportunity for the right candidate. We are a stable, growing company with so much potential that this is nearly a home run role. With that in mind, we’re only considering the best of the best, so please do not waste our time or yours by applying if you don’t meet all the criteria. Thanks sincerely for your interest!

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