Growth Marketing Manager - Mobile App

Description

About Us: 

Headquartered in the United States, TP-Link Systems Inc. is a global provider of reliable networking devices and smart home products, consistently ranked as the world’s top provider of Wi-Fi devices. The company is committed to delivering innovative products that enhance people’s lives through faster, more reliable connectivity. With a commitment to excellence, TP-Link serves customers in over 170 countries and continues to grow its global footprint.

We believe technology changes the world for the better! At TP-Link Systems Inc, we are committed to crafting dependable, high-performance products to connect users worldwide with the wonders of technology. 

Embracing professionalism, innovation, excellence, and simplicity, we aim to assist our clients in achieving remarkable global performance and enable consumers to enjoy a seamless, effortless lifestyle. 

TP-Link is a global leader in networking and smart home technology, delivering innovative solutions used by millions of households worldwide.

About The Role

We’re hiring a Growth Marketing Manager to drive subscription growth across our mobile apps, including Tapo Care, Kasa Care, and HomeShield.

This role is focused on converting existing users—not acquiring new ones. You will own the in-app lifecycle marketing strategy that moves users from free to paid through targeted messaging, segmentation, and data-driven experimentation.

This role is ideal for someone with experience in consumer (B2C) mobile apps or subscription products, where understanding user behavior and engagement is critical to driving conversion.

What You’ll Own

• Own the freemium-to-paid conversion strategy across our mobile apps
• Develop and execute lifecycle marketing campaigns across in-app messaging, push notifications, and email
• Build segmentation strategies based on user behavior, device usage, and engagement patterns
• Optimize onboarding flows, upgrade prompts, and paywall messaging to increase conversion rates
• Design and run experiments to improve trial activation, conversion, retention, and LTV
• Analyze user journeys and identify drop-off points across the conversion funnel
• Partner with product, engineering, and analytics teams to implement and scale growth initiatives
  
  

This Role IS

What This Role Is (and Isn’t)

• In-app lifecycle and engagement marketing
• Subscription conversion and monetization
• Behavior-driven, data-informed marketing
  
  

This Role Is NOT

• Paid acquisition or demand generation
• Top-of-funnel marketing
• Traditional brand marketing
  
  

What We’re Looking For

• 4 years of experience in growth, lifecycle, or CRM marketing
• Experience working on consumer (B2C) mobile apps or subscription-based products
• Strong background in lifecycle marketing, user segmentation, and retention strategies
• Hands-on experience with in-app messaging, push notifications, and/or email marketing
• Proven ability to improve freemium-to-paid conversion, retention, or LTV
• Experience working in high-volume user environments (not enterprise sales cycles)
• Comfortable partnering cross-functionally with product, engineering, and analytics teams
• Strong analytical mindset with experience using data to inform decisions
  
  

Experience in B2B or enterprise-focused marketing environments (long sales cycles, lead-based funnels) is less relevant for this role.

Why This Role Is Unique

• You’ll work with a large base of existing users already using our products
• Our pricing is highly accessible ($3.49/month or $34.99/year), making this a behavioral and engagement challenge—not a pricing problem
• You’ll have direct impact on subscription growth across globally recognized smart home brands
• You’ll sit at the intersection of marketing, product, and data—driving measurable business outcomes
  
  

Requirements

Qualifications:

• Bachelor’s degree in Business, Marketing, or a related field, required.
• 5 years of experience in growth marketing, lifecycle marketing, or mobile app growth
• Experience working with freemium or subscription-based products
• Experience converting existing users into paid subscribers
• Experience working with mobile apps or digital platforms
• Demonstrated ability to drive measurable growth outcomes
  

Preferred Experience

• Experience with lifecycle marketing and mobile analytics platforms such as:
• Braze
• Amplitude
• Mixpanel
• Firebase
• Iterable
• Customer.io
• Experience running A/B testing and experimentation programs.
  

Ideal Candidate Background

• Candidates may come from industries such as:
• consumer technology
• smart home / IoT
• mobile subscription apps
• SaaS platforms
• streaming or digital services
• connected device ecosystems
  

Cross-Functional Collaboration

• This role works closely with:
• Product teams to align lifecycle messaging with product capabilities
• Analytics teams to identify growth opportunities
• Engineering teams to implement in-app engagement campaigns
• The Mobile Growth Manager focuses on driving subscription adoption and monetization, while product teams continue to own the product roadmap and feature development.
  

Additional Information For Applicants

• When applying, please include examples of measurable growth outcomes such as:
• subscriber growth
• conversion improvements
• churn reduction
• experimentation impact
• revenue contribution
• This helps us better understand the scale and impact of your work.
  

Benefits

Salary Range: $140,000 - 165,000 annually

• Fully paid medical, dental, and vision insurance (partial coverage for dependents)
• Contributions to 401k funds
• 15 days accrued vacation
• 11 paid holidays
• Bi-annual pay review
• Health and wellness benefits, including free gym membership
• Quarterly team-building events
• Please, no third-party agency inquiries, and we are unable to offer visa sponsorships at this time.
  
  

At TP-Link Systems Inc., we are continually searching for ambitious individuals who are passionate about their work. We believe that diversity fuels innovation, collaboration, and drives our entrepreneurial spirit. As a global company, we highly value diverse perspectives and are committed to cultivating an environment where all voices are heard, respected, and valued. We are dedicated to providing equal employment opportunities to all employees and applicants, and we prohibit discrimination and harassment of any kind based on race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws. Beyond compliance, we strive to create a supportive and growth-oriented workplace for everyone. If you share our passion and connection to this mission, we welcome you to apply and join us in building a vibrant and inclusive team at TP-Link Systems Inc.