The Role
We're looking for a Director / Senior Director of Growth to own the strategy and execution of paid growth for Gist's consumer app. This is a foundational role. You'll build and lead the UA function from the ground up, shaping channel strategy, creative direction, and the measurement infrastructure that powers it all. You'll partner cross-functionally with product, data, and creative to drive scalable, efficient growth at pace. This is a hands-on role: we want a builder who's close to the work, not removed from it.
What You'll Own
Growth Strategy & Channel Leadership
• Own end-to-end paid UA across app install channels (Apple Search Ads, Google UAC/App Campaigns, Meta, TikTok, Snap, YouTube), programmatic, and emerging channels
• Define channel mix, budget allocation, and bidding strategies to hit CPI, CAC, and LTV targets, with a strong command of app store-native install dynamics
• Build a roadmap for scaling spend efficiently from early-stage to mass-market growth
Creative & Messaging
• Own performance creative end-to-end, building toward an in-house creative team (an agency covers it today), and iterate on performance-driven ad creative across formats
• Lead creative testing frameworks that are hypothesis-driven, high-velocity, and data-backed
• Identify winning hooks, formats, and narratives that resonate with Gist's lifestyle
audience
Measurement & Analytics
• Build and own the attribution and measurement stack (MMP oversight, SKAN/ATT framework, incrementality testing, MMM), with a clear point of view on app install measurement post-iOS 14
• Define KPIs and reporting cadences to surface actionable insights to leadership
• Partner with data science to develop LTV models and cohort-level optimization
frameworks
Team & Org Building
• Hire and develop a small but high-performing UA team as the function scales
• Build agency and vendor relationships; know when to keep in-house vs. outsource
• Operate with speed. This is a startup environment inside a scaled tech company
• Player-coach: as comfortable in the campaign manager and the spreadsheet as setting
the strategy
What We're Looking For
• 8+ years in performance/user acquisition marketing, with meaningful time in consumer mobile apps
• Track record of owning a meaningful UA budget; comfortable being hands-on and in the tools, not just directing
• Proven track record scaling a B2C app from growth stage to broad adoption
• Deep expertise in app install channels (Apple Search Ads, Google UAC, Meta, TikTok) and how each fits into a blended acquisition strategy
• Strong command of mobile measurement: MMPs (Adjust, AppsFlyer, Kochava), SKAN/ATT, incrementality, and probabilistic attribution in a post-iOS 14 environment
• Creative intuition: you understand what makes content stop the scroll and can brief/evaluate creative effectively
• Analytical rigor: comfortable owning dashboards, modeling scenarios, and presenting to leadership
• Experience building and managing small-to-mid UA teams
• App-install experience is what matters most: consumer finance, utility, marketplace, or gaming apps all translate well. Lifestyle, social, or content app experience is a plus but
not required
• Familiarity with AppLovin's ecosystem (MAX, AXON) is a plus but not required
Why Gist, Why Now
• AppLovin's data and technology infrastructure gives Gist an advantage in mobile growth
• Ground-floor opportunity to define the UA function for a platform still finding its ceiling
• Real budget, real backing, and a lean team that moves fast
• The autonomy of a founder with the data, capital, and distribution of a public company (NASDAQ: APP)
• Direct, visible impact: your work shapes whether a brand-new consumer platform breaks out
Gist is AppLovin's foray into owned consumer media. It's a lifestyle platform built on the same performance infrastructure that powers the world's top mobile advertisers. For a UA leader, that means access to proprietary data, tooling, and distribution advantages that no standalone startup can offer.
AppLovin provides a competitive total compensation package with a pay for performance rewards approach. Total compensation at AppLovin is based on a number of factors including market location and may vary depending on job-related knowledge, skills, and experience. Depending on the position offered, equity, and other forms of incentive compensation (as applicable) may be provided as part of a total compensation package, in addition to dental, vision, and other benefits.
Other Types of Pay: Equity eligible
Health Insurance: Medical, Dental, Vision, Life, Disability
Retirement Benefits: 401(k) Retirement Plan
Paid Time Off: Unlimited Discretionary Time Off
Paid Holidays: 10 paid holidays per year
Paid Sick Leave: 80 hours per year
Method of Application: Apply online
Application Window: The application window is expected to close within 30 days of the posting date.
CA Base Pay Range
$221,000-$362,000 USD
AppLovin has become aware of a scam targeting jobseekers with fake "app optimization" and similar roles. We do not ask our candidates to download apps or make any form of payment(s). AppLovin works with applicants through our Careers page and applovin.com email addresses. If you are contacted through other unofficial channels (such as WhatsApp or Telegram) or asked to download an app or make a payment, these contacts are not legitimate. Confirm the information here and contact us directly with any questions.
