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Growth Marketing Manager, Apps

Mountain View, CA

ID.me is building the identity layer of the internet — and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth — driving awareness, engagement, and transactions through the launch and scale of products and campaigns that resonate with members and customers alike. Together, we’re building an iconic brand and accelerating ID.me’s growth to make life safer and easier. 

Role Overview
Location: Mountain View, CA (Full-time in-office)

ID.me is seeking a strategic, creative, and execution-focused Growth Marketing Manager to drive adoption and engagement for ID.me’s mobile app and browser extension among new and existing members.

This role will own data-driven strategies to increase installs, streamline onboarding, and improve activation, engagement, and retention across in-app, email, push, and emerging digital channels. The ideal candidate combines analytical rigor with creative intuition to uncover insights, design personalization and experimentation strategies, and deliver programs that build trust, deepen engagement, and drive long-term member value.

Success will be measured by tangible business outcomes — including installs, transactions, and revenue growth — ensuring every initiative contributes to meaningful, measurable impact.

Responsibilities

  • Strategy & Execution
    • Develop and execute growth strategies to drive adoption and engagement for ID.me’s mobile app and browser extension among new and existing members.
    • Partner with Product, PMM, Lifecycle, Engineering, MarTech, Design, and Data Science to identify growth opportunities, develop hypotheses, and launch high-impact, cross-channel campaigns.
    • Leverage first-party data, behavioral insights, and predictive modeling to design personalized programs that deepen engagement and accelerate transactions.
    • Balance high-velocity, tactical initiatives with long-term programs that build sustainable, compounding growth loops.
    • Build, iterate, and advocate for best-in-class channel strategies, leveraging analytics frameworks and AI tools to maximize channel performance.
    • Project-manage campaigns from concept through execution, ensuring timely delivery and alignment with business goals.
  • Experimentation & Testing
    • Design and implement data-driven experiments across creative assets, segmentation, and personalization to identify what resonates most with members.
    • Establish a testing roadmap to continuously improve activation, engagement, and conversion rates.
  • Reporting & Insights
    • Monitor and analyze performance metrics across the funnel, from installs and engagement to transactions and revenue growth.
    • Partner with Analytics to define KPIs, build dashboards, and extract insights that inform ongoing optimization.
    • Continuously iterate on strategies and campaigns to improve impact, efficiency, and member satisfaction.
  • Cross-Functional Collaboration
    • Work closely with cross-functional teams to align marketing initiatives with product updates, lifecycle programs, and company growth priorities.
    • Communicate findings, opportunities, and performance insights clearly to stakeholders across Product, Marketing, and Leadership.
  • Innovation & Continuous Improvement
    • Explore emerging tools, AI technologies, and new growth channels to enhance personalization and scale experimentation.
    • Identify and act on new opportunities for efficiency, automation, and performance lift across acquisition and engagement channels.
    • Translate learnings from experiments into scalable playbooks and best practices for future growth initiatives.

Qualifications
The qualifications below are ideal, but not all are required.  We encourage candidates to apply if they satisfy some, but not all of the qualifications.

  • 5–8+ years of experience in growth strategy, lifecycle marketing, management consulting, or related strategic and analytical roles.
  • Prior experience in high-growth consumer, marketplace, or eCommerce roles, especially driving installs and engagement for mobile or browser-based products, is strongly preferred.
  • Strong analytical skills and ability to extract insights from dashboards, funnel metrics, and campaign analytics to inform strategy.
  • Excellent collaboration skills—comfortable working with Product, Engineering, MarTech, Product Marketing, Design, and Data Science teams.
  • Experience with A/B testing, experimentation frameworks, and campaign optimization.
  • Strong grasp of lifecycle channels and segmentation, and experience developing cross-channel programs that drive engagement and retention.
  • Experience with tools such as Braze, Amplitude, Mixpanel, Looker is a plus.
  • Familiarity with AI-driven personalization, automation, and predictive modeling is a strong plus.
  • Track record of achieving ambitious growth targets in fast-paced, dynamic environments.
  • Thrives in 0-1 environments—comfortable testing, building, and scaling new programs quickly.
  • Exceptional communication and presentation skills, with the ability to translate business needs into actionable marketing strategies and briefs.
  • Bachelor’s degree required; advanced degree a plus.

Ideal candidate also has:

  • Passion for delivering the right message, to the right audience, through the right channel, at the right time.
  • Comfort operating in dynamic environments with evolving priorities.
  • A self-starter mindset with strong ownership, curiosity, and drive for continuous improvement.
  • A team-first attitude with a bias for collaboration and results.

The annual base salary listed does not include a company bonus, incentive for sales roles, equity and benefits which will be determined based on experience, skills, education, relevant training, geographic location and role. 

ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long-term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit.

The above represents the anticipated total rewards package for this job requisition. Final offers may vary from the amount listed based on qualifications, professional experiences, skills, education, relevant training, geographic location, and other job related factors.

Mountain View, CA Pay Range

$158,523 - $226,840 USD

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