THE ROLEWe're looking for a
Head of Central Growth to own how we measure, test, and spend against growth, across both performance marketing and the full lifecycle of our users, from first send to loyal advocate. This is a small, high-leverage team: 3-4 people responsible for a multibillion-dollar monthly transaction volume and millions of monthly active users.
This role is defined less by channel and more by rigor. You'll obsessively measure what's working across acquisition spend and lifecycle engagement, run the experiments that tell us why, and reallocate resources accordingly.
You'll own performance marketing measurement and spend allocation, and every lifecycle channel: Email, Push, SMS, In-app messaging, and WhatsApp. You'll serve as the connective tissue between Product, Data, and Growth. You won't be doing this entirely alone: you'll have access to external agencies and contractors where needed, and as we scale you'll have the opportunity to grow a team around you.
WHAT YOU'LL DO- Measuring and driving performance: Own how we measure and allocate performance marketing spend across channels, markets, and corridors, with a rigorous, testable view of what's driving efficient growth.
- Lifecycle ownership: Own the global lifecycle marketing strategy across the full customer journey, from activation and onboarding through engagement, retention, and win-back.
- Omni-channel ownership: Design, build, and iterate multi-channel lifecycle campaigns across Email, Push, SMS, In-app, and WhatsApp, tailored to diverse audiences across markets.
- Relentlessly experiment: Run a rigorous experimentation program across both acquisition and lifecycle: A/B tests, multivariate tests, holdout groups, incrementality reads on spend. You live and die by results.
- Instrument and obsess over the full funnel: CAC, payback, ROAS, and spend efficiency alongside lifecycle KPIs like open/click/conversion rates, retention, and LTV.
- Leveraging data: Work with Data to build segmentation and attribution models that get the right message, and the right spend, to the right person at the right moment.
- Define the MarTech/AdTech roadmap: evaluate tools, own integrations, and ensure the stack scales with the business.
- AI tooling: Leverage AI tools natively across measurement, segmentation, content, and execution to move faster and operate at a higher level of sophistication.
- Champion the customer: Be a vocal advocate for the customer inside the company, bringing user empathy into every brief, test, and spend decision.
WHAT WE'RE LOOKING FOR- Relevant experience: 10+ years in growth, performance marketing, lifecycle/CRM at a consumer mobile app, fintech, or high-growth B2C company.
- Growth and scaling expertise: A track record of improving growth or lifecycle metrics with real measurement discipline. You can speak concretely about experiments you ran, spend decisions you made, and the results you drove.
- Data driven decision making: Strong analytical instincts and comfort owning spend and measurement decisions with real dollars behind them. You make decisions based on evidence, not instinct.
- Zero-to-one building: Has seen zero-to-one (you know how to build something from scratch) and has also worked somewhere more mature (you know what good looks like at scale).
- AI-native approach: you use AI tools actively and fluently across strategy, segmentation, and execution, not as a novelty but as a core part of how you work.
- Global remit: Experience working effectively with global, cross-functional, and cross-cultural teams, building relationships and driving alignment across time zones and functions.
- A player-coach mentality: energized by doing the work yourself on a lean team, and equally comfortable briefing in external partners, agencies, or contractors to extend your capacity.
- Genuine curiosity about our customers: Many are immigrants sending money home to family, and understanding their lives makes your work better.
NICE TO HAVE- Consulting or investment banking background: the high-energy, high-output environment translates well here.
- Channel expertise is a plus, not a gate: experience with a major ESP/CRM (Braze, Iterable, Klaviyo) and/or paid media platforms is helpful but secondary to being a strong experimenter.
- Experience in international markets or with multilingual programs.
- Familiarity with mobile attribution and deep-linking (Branch, AppsFlyer, Adjust).
- Background in financial services or regulated industries.
- Experience building a growth or lifecycle function from the ground up, not just inheriting one.
Taptap Values Impact first
Team next
Accept reality
Propose solutions
Win with grit
Be proactively candid, with yourself and others
Love the particular
Own it
Create positive energy
Maybe, even have fun
Note: we recognize imposter syndrome is real - any candidate that does not perfectly fit every characteristic of this role is still strongly encouraged to apply.
