B2C Growth & Engagement Marketing Manager

• Own the full B2C funnel from acquisition through activation into long-term engagement within digital health apps
• Own paid acquisition strategy and execution across Google Ads, Meta, performance and programmatic channels, and relevant offline/OOH channels
• Manage and reallocate acquisition budgets based on performance
• Build, run, and interpret attribution models across Adjust, Google Ads, Meta, and web
• Design and run structured tests covering creative variants, audience segments, bidding strategies, and new channel pilots
• Grow organic acquisition through ASO, organic social, partner, and community channels
• Build dashboards and reporting connecting spend to engagement, activation, and retention outcomes
• Monitor platform changes including iOS privacy rules, attribution windows, and algorithm shifts
• Own lifecycle and engagement strategy covering onboarding, activation, re-engagement, and win-back
• Build and manage Customer.io CRM journeys across push, in-app, and email
• Connect acquisition channel, campaign, and user intent data to downstream engagement
• Work with Product on onboarding flows, feature nudges, habit loops, and in-app engagement mechanics
• Define and track activation, retention, and churn metrics
• Improve acquisition and engagement data systems, tooling, tracking, processes, and automation
• Maintain a reliable, self-serve acquisition-to-engagement data pipeline
• Collaborate with Marketing, Product, Analytics, and Engineering

Requirements

• Several years of proven experience in B2C acquisition / growth for digital products or apps
• Hands-on experience with paid acquisition engines, attribution modeling, and structured tactic testing
• Working understanding of organic growth channels, including ASO, organic social, and community
• Experience in engagement or lifecycle marketing, including in-product engagement
• Strong analytical and systems thinking
• Track record of automating recurring reporting and connecting fragmented data sources
• Experience owning a funnel end to end from acquisition through activation through retention
• Fluent in English and German
• Experience with tools such as Customer.io, Adjust, or comparable CDP and attribution platforms is nice to have
• Experience in internationalization, regulated industries, and scale-up or fast-changing team structures is nice to have

Core Competencies

Demonstrates expertise in B2C acquisition and growth strategies for digital health apps, with a strong focus on data-driven decision-making and lifecycle marketing. Proficient in managing paid acquisition channels and optimizing engagement through structured testing and analytics.

Highest-signal resume keywords

• B2C Acquisition Strategy
• Attribution Modeling
• Lifecycle Marketing
• Paid Acquisition Engines
• Data Automation

Hard Skills

• Attribution Modeling
• B2C Acquisition
• Engagement Metrics
• Lifecycle Marketing
• Structured Testing
• Data Analysis
• Organic Growth Channels
• Acquisition Funnel Management
• Performance Budget Management
• Retention Metrics

Soft Skills

• Analytical Thinking
• Systems Thinking

Industry Keywords

• Digital Health Apps
• B2C Marketing
• Organic Acquisition
• Community Engagement
• Internationalization
• Regulated Industries
• Fast-Changing Environments

Tools & Technologies

• Customer.io
• Adjust
• Google Ads
• Meta
• Performance Marketing Tools
• Programmatic Channels
• ASO Tools
• CRM Systems
• Data Reporting Dashboards
• Engagement Analytics