Consumer Growth Lead

Who We Are

Roots is a wealth-building platform built on a simple belief: everyone deserves a real path to financial growth, and that path should feel achievable.

We create simple, accessible ways for people to participate in ownership and invest in real assets, making wealth-building more engaging and within reach. Today, Roots is a growing ecosystem that combines an investment platform, financial tools, and education to support long-term financial progress.

We’re already helping a rapidly growing community take meaningful steps toward building wealth, and we’ve seen that when the experience feels intuitive and rewarding, people actually stick with it. That’s what we’re continuing to build.

Why We Need You

We’re looking for a highly strategic, hands-on growth operator to help us scale the next phase of Roots Growth. This role will help drive mobile acquisition, lifecycle engagement, experimentation, and performance marketing across the Roots ecosystem.

You’ll partner closely with Product, Creative, Engineering, and Leadership to help us better understand user behavior, optimize conversion and retention, and build scalable systems that support long-term growth. This role is ideal for someone who thrives in fast-moving environments, enjoys solving complex growth challenges, and wants to help shape the future of a consumer platform.

Role Responsibilities

• Lead paid acquisition strategy and execution across channels including Meta, Google, TikTok, Apple Search Ads, and emerging consumer platforms.
• Own performance metrics including nCAC, conversion rates, funnel performance, retention signals, and overall paid channel efficiency.
• Manage and optimize mobile acquisition campaigns across iOS and Android ecosystems.
• Develop and execute App Store Optimization (ASO) strategies to improve discoverability and conversion.
• Build and improve lifecycle marketing systems including push notifications, engagement campaigns, and retention initiatives.
• Partner closely with Product, Creative, and Engineering teams to develop testing roadmaps and scalable experimentation frameworks.
• Analyze acquisition and user behavior data to identify growth opportunities and improve performance.
• Own attribution and reporting infrastructure across paid and lifecycle channels.
• Test and scale new growth channels, creative formats, and platform-native acquisition opportunities.
• Help shape long-term consumer growth strategy through insights, experimentation, and data-driven decision-making.

Qualifications

• 5–8+ years of experience in consumer growth, mobile acquisition, performance marketing, or related growth-focused roles.
• Experience scaling a consumer mobile app, fintech platform, subscription product, or consumer technology company.
• Hands-on experience with:
  • Apple Search Ads
  • Google App Campaigns
  • Meta Ads Manager
  • App attribution platforms such as AppsFlyer or Adjust
  • Lifecycle platforms such as Braze, Iterable, or OneSignal
• Strong analytical mindset with experience interpreting performance data and making optimization decisions.
• Experience building and executing experimentation and testing frameworks.
• Ability to operate in ambiguity and build systems/processes from scratch.
• Strong collaboration and communication skills across Product, Creative, Engineering, and Leadership teams.
• Bias toward action, iteration, learning, and continuous improvement.
• Experience with ASO, creator-led growth, fintech, rewards platforms, or community-driven products is a plus.

Our Values

• Accountability: We take our responsibilities seriously and always stay transparent.
• Student Mentality: Continuous learning and growth are at our core.
• Driven: We strive to exceed expectations. We aim for excellence in everything we do.
• Fairness: We’re committed to equitable treatment for everyone.
• Great Stewards: We manage our resources and relationships with care and responsibility.
• Fun and Fearless: We face challenges with a positive and bold spirit. We challenge each other, the status quo, and “how it’s always been done”.

At Roots, we're committed to providing equal employment opportunities to all individuals, regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We firmly believe that diversity fuels creativity and innovation, enhancing the quality of our work and the strength of our team. Join us and be part of an inclusive environment where every perspective is valued.