Growth Marketing & Acquisition Manager Worry-Free Parenting
Growth Marketing & Acquisition Manager
Location: Farnborough
Business Group: Worry-Free Parenting (Philips Personal Health)
Reports to: Growth Leader
Pregnancy+ is the world’s most downloaded pregnancy app, trusted by millions of mums and mums-to-be worldwide. Our mission is to improve the health literacy, happiness, and well-being of every parent-to-be. We blend trusted information with uplifting, intuitive, and inclusive experiences to be the most nurturing companion throughout the pregnancy journey and beyond into postpartum. We support over 6 million active users each month and continue to grow as a leading platform within Philips’ Worry-Free Parenting team, combining empathy, innovation, and design excellence to make every moment feel effortless and supported.
We’re looking for a Growth Marketing & Acquisition Manager to own how Pregnancy+ grows its user base worldwide. You’ll take full ownership of our acquisition strategy across every channel, paid and unpaid, and the measurement that proves what is actually working. You’ll move us away from a narrow, single-channel approach and build a genuine acquisition portfolio: paid social and search, app store optimisation, organic and emerging channels, and the creative engine that powers all of them.
Your starting point is always strategic: working out how we grow, where the next wave of acquisition growth will come from, which new channels to open, where the efficiency gains are hiding, and how the mix should evolve over time. From there, you decide how to execute against that plan, calling on a network of freelancers, agencies, and specialist partners, alongside internal support from product, design, content, and analytics, to deliver at scale. You’ll be the single point of accountability for our cost of acquisition and the growth of our active user base.
That said, this is not a hands-off role. You should be an operator who is comfortable getting your hands dirty: turning a campaign around fast, shipping a landing page test, fixing a tracking issue, or getting something live yourself when speed matters more than process. The best person for this pairs the strategic view with the instinct and ability to execute.
Own the full acquisition portfolio
- Set and own the acquisition strategy across all channels: paid social (Meta, TikTok), paid search (Google UAC / App Campaigns), Apple Search Ads, app store optimisation (ASO), SEO, and emerging channels such as generative engine optimisation (GEO) and creator-led growth for AI-driven discovery, rather than optimising any single one in isolation.
- Own cost of acquisition and active user growth as your headline metrics, and make evidence-based decisions about where the next pound of spend or hour of effort should go.
- Continuously rebalance the channel mix and test new or under-exploited channels as clear bets, doubling down on what works and retiring what doesn’t.
Drive creative velocity and testing
- Treat creative as the primary lever for improving acquisition efficiency, not an afterthought to budget management.
- Build a high-output creative engine through UGC specialists, creators, freelancers, and agency partners, increasing the volume and variety of concepts we test by an order of magnitude.
- Write sharp creative briefs grounded in audience insight, run structured testing frameworks, and feed winning signals back into the platforms and the wider funnel.
Direct agencies, freelancers, and specialists
- Source, onboard, brief, and manage a lean network of specialist partners (mobile UA agencies, creative producers, channel specialists), bringing in new specialists as the strategy demands rather than building a large in-house team.
- Hold partners accountable to clear outcomes and benchmarks, while staying close enough to the detail to challenge their work and step in when needed.
Build measurement and incrementality infrastructure
- Move us beyond optimising on installs toward measuring real downstream value and incremental impact.
- Own the measurement stack (attribution, event tracking, value-based signals) and run regular incrementality testing so we can trust what is genuinely driving growth.
- Automate the reporting and account checks that currently eat time, and simplify campaign structures so more effort goes into creative and strategy and less into manually moving budgets between campaigns and markets.
Orchestrate cross-functional growth
- Partner with content, commercial, and partnership teams to unlock acquisition through healthcare, retail, and creator relationships that paid media alone cannot reach.
- Work with the lifecycle and CRM function to ensure acquisition connects cleanly into onboarding, activation, and retention, not just top-of-funnel installs.
- Collaborate with product and engineering to improve store conversion, onboarding, and the in-product moments that compound acquisition into long-term value.
- At least 5 years in user acquisition for consumer mobile apps, with meaningful time spent owning strategy across multiple channels and markets, not solely executing in one.
- A track record of improving cost of acquisition through creative testing, not just spend management, grounded in a current understanding of how modern paid platforms work.
- Strong command of mobile measurement (attribution, MMPs, event and value tracking, and incrementality testing), with the analytical instinct to interpret data, stay sceptical of vanity metrics like raw installs, and turn findings into clear, prioritised action and honest trade-offs.
- Experience selecting, onboarding, and directing agencies, freelancers, and specialists to deliver outcomes rather than just activity.
- A scrappy, bias-to-action operator who would rather ship and learn than perfect and wait, and who can roll up their sleeves and execute themselves when speed demands it.
- Genuine curiosity about emerging channels (GEO, creator and partnership-led growth) alongside strong working knowledge of established ones (SEO, ASO) and a habit of testing new opportunities early.
- Excellent communication and collaboration skills, with the credibility to influence product, engineering, analytics, and commercial stakeholders.
- The ability to translate brand strategy into channel execution — you understand that creative, tone, and messaging consistency across Meta, TikTok, and search directly impact performance outcomes. You’re as comfortable discussing CAC, ROAS, and downstream event optimisation as you are briefing a creator on what makes Pregnancy+ feel distinctly warm, trusted, and inclusive.
- Hands-on experience with key paid channels including Meta Ads, Google UAC, Apple Search Ads, and TikTok, alongside familiarity with mobile attribution platforms such as Branch or similar MMPs. You’ll know how to build and test creative at pace — whether through UGC, creator partnerships, or structured platform testing frameworks.
We believe we are better together than apart. For our office-based teams, this means working in person at least three days per week to collaborate, learn, and grow as one team.
We are a health technology company built around one belief: every human matters. We will not stop until everyone, everywhere has access to the quality healthcare they deserve. Do the work of your life to help improve the lives of others.
At Philips, we are committed to fostering an inclusive, equitable, and flexible workplace. We are proud supporters of the Armed Forces Covenant and the Mental Health at Work Commitment. We welcome all applicants, including those from underrepresented backgrounds, LGBTQIA+ communities, and individuals living with disabilities. If you need any adjustments or tools to support you during the recruitment process or beyond, please let us know.
#LI-EU
#LI-Remote
#PersonalHealth
