Senior Growth Marketing Manager - Paid Search & Mobile UA

Job description

Favor is a Texas born-and-bred restaurant and grocery delivery company, and a proud member of the H-E-B family. Driving growth at Favor means working cross-functionally across media, creative, integrated marketing, product, and analytics to provide a best-in-class customer experience while continuously testing new channels and creative strategies. The Favor marketing team is responsible for driving both consumer and runner growth across the Lone Star State. As the Sr. Growth Marketing Manager - Paid Search & Mobile UA, you will help expand Favor Delivery’s performance marketing footprint across high impact acquisition channels. You will own the end-to-end strategy and execution of Google Search, Apple Search Ads, Google App Campaigns, and mobile user acquisition channels. This role will oversee both paid and organic growth opportunities. The ideal candidate is a data-driven, detail-oriented marketer with deep expertise in search (an appetite to learn ASO with a strong ability to collaborate cross-functionally with creative, martech, and analytics to optimize performance. ### What You'll Do: - **Channel Lead:** Optimizing search and app acquisition channels, including but not limited to Google Search Ads, Apple Search Ads, Google App Campaigns, PMAX, and other Mobile App User Acquisition channels to ensure maximum efficiency and scale. - **Budget Management:** Ensuring optimal allocation of spend to maximize ROI. Attribution Mastery: Leverage Mobile Measurement Platforms (MMPs) for attribution to ensure accurate cross-channel tracking, measurement, and reporting. - **Audience Segmentation:**Build and refine audience segmentation strategies, leveraging first-party data to enhance targeting and personalization across paid media efforts. - **Conversion Rate Optimization:** Create and test Custom product pages to improve mobile conversion rates, explore ASO strategies for growth. - **MarTech Collaboration:**Partner with product and engineering teams to implement deep links, execute automation optimizations, and continuously improve campaign technical performance. - **Data Synthesis:** Measure campaign performance, establish benchmarks,and generate actionable insights. Translate performance data into actionable strategies to improve business objectives. - **Offer Strategy:** Oversee promotion and discount strategies, ensuring they are effectively implemented within acquisition campaigns to drive new user growth while maintaining efficiency. - **Vendor & Tool Management:** Work with account reps and tools like Mobile Action and Recast to ensure best-in-class execution and access to new opportunities and betas. - Partner closely with the in-house brand and creative team to develop and test high-performing ad creatives tailored for search and app acquisition channels. ### Skills You Have: - Bachelor's degree or comparable formal training, certification, and/or work experience. - 7+ years of demonstrated experience managing performance marketing campaigns. - A search specialist with an appetite to learn other areas of media. - Strategic thinker, able to map channel investment and strategy to business goals. - Experience with measurement tools (MMP and Media Mixed Modeling). - Quantitative ability and an advanced understanding of digital media analytics and relevant KPIs. - Leverage AI to increase productivity, whether that be data analysis, optimizations, keyword research, or budget management. - Individual contribution with opportunity to grow the team in the future - Nice to have: Generative Engine Optimization (Help Favor improve AI Search Visibility, and explore Generative Media Buying). ### Who You Are: - You are a mobile strategist who understands the customer journey, identifies pain points and areas of improvements, and systematically builds and refines a better conversion funnel. - You have excellent communication skills and the ability to work effectively across departments. - You are able to synthesize data into learnings and trends for senior executives, you balance tactical demands and long-term strategic thinking. - You have worked for DTC brand(s) with aggressive acquisition goals. - Have great work ethic, stay positive and drive solutions forward. - Excited by marketing opportunities, driven to push the limits, and someone who takes pride in producing quality work.