Marketing Manager PEOPLE App

Job Title

Job Description

About The Position | Major goals and objectives and location requirements

People Inc. is seeking an enthusiastic creative and detail-oriented Growth Marketing Manager  to build and  execute marketing campaigns for the PEOPLE App one of the company’s flagship mobile experiences. Reporting to the Head of Acquisition this role  is responsible for end-to-end development and execution of marketing campaigns to drive installs and active user growth. This role will support new user growth campaigns cross-channel initiatives manage creative workflows analyze performance and collaborate across product editorial design and data teams to help drive measurable business impact.

This highly collaborative execution-focused role is ideal for someone with 4-5 years of experience who’s eager to roll up their sleeves own projects and grow in a fast-paced environment.

Key responsibilities:

• Play an integral part in developing the user growth strategy for the PEOPLE app with the Head of Acquisition leadership and other key stakeholders.

• Plan execute and experiment with marketing campaigns across owned & operated channels (email web in-app social web print events and more)

• Identify marketing channels solutions and ideas that will efficiently bring high quality habitual users into the app.

• Manage performance marketing campaigns (hands on keyboard and/or with agency) and propose and launch tests to improve ad performance.

• Develop creative briefs and collaborate with creative editorial and design teams to ensure assets are timely on-brand and performance-driven.

• Project manage development and optimization of campaigns including owning timelines and managing assets and collaborate cross-functionally on campaign deliverables.

• Set up campaign tracking and coordinate and net new tracking needs with product and engineering. 

• Support lifecycle team on retention and re-engagement initiatives including creative ideation audience segmentation and message delivery.

• Stay informed on competitor activity platform updates and audience trends

• Work closely with People Inc. peers to develop and sync on overall strategy execution & reporting.

In-office Expectations: This position is hybrid in-office with the ability to work remotely for up to 2 days per week.

About The Team | The Team and/or Brand.

The PEOPLE App delivers the best of PEOPLE in one seamless destination–from trusted reporting and exclusive storytelling to interactive and immersive experiences. We’re expanding how audiences can engage whether they’re coming for breaking news browsing the feed diving into long-form storytelling or spending time with our games.

About The Positions Contributions:

Weight % Accountabilities Actions and Expected Measurable Results

35% - Campaign Strategy & Execution: 

Plan build and execute cross-channel marketing campaigns to drive app installs and active user growth across owned and operated channels partnerships and growth initiatives.

25% - Performance Marketing & Testing: 

Partner with the Head of Acquisition and stakeholders to develop growth strategies identify new channel opportunities and design tests to improve acquisition efficiency and user quality.

20% - Performance Tracking & Optimization: 

Set up campaign tracking analyze performance across platforms (AppsFlyer Looker Iterable etc.) and deliver actionable insights and post-campaign recaps to improve KPIs over time.

10% - Creative Briefing & Cross-Functional Collaboration: 

Develop creative briefs manage timelines and collaborate with editorial product design and engineering to ensure campaigns launch on time and meet performance goals.

10% - Retention & Lifecycle Support: 

Support lifecycle and re-engagement initiatives through segmentation messaging coordination and campaign execution to improve retention and user engagement.

The Role’s Minimum Qualifications and Job Requirements:

Education:

Bachelor’s degree or equivalent education and experience.

Experience:

• 4–5 years of experience in app growth digital or subscription marketing

• Experience analyzing marketing performance and develop post-campaign recaps pulling results from a variety of platforms (Appsflyer Looker Iterable ad platforms etc) and synthesizing recommendations to improve KPIs over time.

• Love of data driven creative development with ability to share constructive feedback that positively optimizes creative and results

• Desire to optimize processes for efficiency and effectiveness

• Comfortable working in fast-paced deadline-driven environments

Specific Knowledge Skills Certifications and Abilities:

• Familiarity with platforms like Appsflyer/Kochava Iterable/Braze Looker/Google Analytics ad platforms (Google Meta TIkTok) 

• Excellent organizational skills and attention to detail

• Strong communication skills and collaborative spirit

% Travel Required (Approximate): 0-5%

It is the policy of People Inc. to provide equal employment opportunity (EEO) to all persons regardless of age color national origin citizenship status physical or mental disability race religion creed gender sex sexual orientation gender identity and/or expression genetic information marital status status with regard to public assistance veteran status or any other characteristic protected by federal state or local law. In addition the Company will provide reasonable accommodations for qualified individuals with disabilities. Accommodation requests can be made by emailing [email protected].

The Company participates in the federal E-Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E-Verify program please click here: https://www.e-verify.gov/employees

Pay Range

The pay range above represents the anticipated low and high end of the pay range for this position and may change in the future. Actual pay may vary and may be above or below the range based on various factors including but not limited to work location experience and performance. The range listed is just one component of People Inc's total compensation package for employees. Other compensation may include annual bonuses and short- and long-term incentives. In addition People Inc. provides to employees (and their eligible family members) a variety of benefits including medical dental vision prescription drug coverage unlimited paid time off (PTO) adoption or surrogate assistance donation matching tuition reimbursement basic life insurance basic accidental death & dismemberment supplemental life insurance supplemental accident insurance commuter benefits short term and long term disability health savings and flexible spending accounts family care benefits a generous 401K savings plan with a company match program 10-12 paid holidays annually and generous paid parental leave (birthing and non-birthing parents) all of which may vary depending on the specific nature of your employment with People Inc. and your work location. We also offer voluntary benefits such as pet insurance accident critical and hospital indemnity health insurance coverage life and disability insurance.

What We Do

People Inc. is America’s largest digital and print publisher. Our 40+ iconic and fast-growing brands harness the best intent-driven content the fastest sites and the fewest ads to help nearly 200 million people every month including 95 percent of US women make decisions take action and find inspiration. People Inc. brands include PEOPLE Better Homes & Gardens Verywell FOOD & WINE The Spruce Allrecipes Byrdie REAL SIMPLE Investopedia Southern Living and more.

Why Work With Us

People Inc. has a people-first mentality - our audience our employees our teams. We take our role of providing the best content across the best brands very seriously and we are always looking to make sure that our teams have the space to be creative innovate and try out new things.

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