Global App Marketing Manager in Draper, Utah at Lifewave Inc

The App Marketing Manager is responsible for the strategic marketing, adoption, engagement, and ongoing success of the LifeWave NOW mobile app across all global markets. This role serves as the primary marketing owner of the app experience—driving user growth, feature adoption, retention, and monetization in close partnership with Product, IT, Compliance, Legal, Global Sales, and regional teams.

This position blends app lifecycle marketing, in-app experience optimization, onboarding strategy, content management, and data-driven decision-making to ensure LifeWave NOW effectively supports Brand Partner prospecting, training, enrollment, and business growth. The App Marketing Manager translates product capabilities into clear value propositions, ensures consistent global messaging, and continuously optimizes the app experience based on performance data, user feedback, and business priorities.

This role is critical to positioning LifeWave NOW as a core business platform for Brand Partners and as a key driver of future growth. This role is both strategic and hands-on, with direct responsibility for executing, maintaining, and optimizing app content—not just overseeing it—to ensure the app remains accurate, relevant, and effective across all markets.

SUPERVISORY RESPONSIBILITIES

This position has no supervisory responsibilities for this role.

ESSENTIAL DUTIES AND RESPONSIBILITIES

App Marketing & Growth Strategy

• Own the global app marketing strategy for LifeWave NOW, including acquisition, activation, engagement, retention, and subscription conversion.
• Develop and maintain an app communication and release roadmap that supports launches, enhancements, pricing updates, onboarding changes, and feature education.
• Define and refine app value propositions by user type, market, and subscription tier to drive meaningful adoption and usage.
• Support monetization efforts by partnering with stakeholders on subscription positioning, upgrade nudges, and lifecycle campaigns.

App Experience & Adoption Optimization

• Collaborate with the app partner and IT to influence feature prioritization by translating user behavior, feedback, and business needs into actionable recommendations.
• Design and optimize onboarding flows, in-app education, tooltips, tutorials, and adoption moments to accelerate time-to-value for new and existing users.
• Act as the marketing owner of enrollment-related app experiences, ensuring clarity, consistency, and alignment with broader e-commerce and compliance requirements.
• Continuously evaluate friction points and drop-off in key flows (registration, onboarding, enrollment, upgrades) and recommend improvements.
• Own the end-to-end management of all in-app content, including creation, updates, QA, and publishing, ensuring appropriate approvals are obtained prior to release.
• Ensure all app content is accurate, current, and compliant with regulatory, legal, and brand requirements across all markets.

Data, Insights & Reporting

• Monitor and analyze app performance metrics including adoption, engagement, retention, feature usage, subscription behavior, and conversion funnels.
• Develop executive-ready reporting and insights that clearly communicate performance trends, risks, and opportunities.
• Partner with Analytics and app partner teams to ensure marketing questions are reflected in instrumentation and dashboards.
• Use qualitative and quantitative research (surveys, feedback mechanisms, usability insights) to guide experience improvements.

Global & Cross-Functional Collaboration

• Serve as the central marketing point of contact for the LifeWave NOW app across Marketing, Regional, IT, PMO, Legal, Compliance, Finance, and Global Sales teams.
• Support regional teams with app-related messaging, localization considerations, rollout communication, and market-specific needs.
• Coordinate app-related communications across channels including email, in-app messaging, back-office references, training, and FAQs.
• Ensure app marketing and messaging align with LifeWave brand standards, compliance requirements, and global market realities.
• Own ongoing in-app content governance, including coordination of updates, accuracy, localization considerations, and alignment across onboarding, training, and communications surfaces.

REQUIRED SKILLS

Mobile App & Lifecycle Marketing Expertise: Strong understanding of mobile app ecosystems, user behavior, and growth levers across the customer lifecycle.

Data-Driven Decision Making: Ability to translate app analytics and user insights into clear recommendations and prioritized actions.

Experience Design Mindset: Proven ability to identify friction points and advocate for improvements that enhance usability and adoption.

Cross-Functional Leadership: Strong communication skills to align marketing, product, technical, and regulatory stakeholders.

Strategic Thinking: Ability to balance near-term execution with long-term app vision and business impact.

QUALIFICATIONS AND EXPERIENCE

• 5+ years of professional marketing experience, with significant exposure to digital products, mobile apps, or SaaS platforms.
• Bachelor’s degree in digital marketing, business, communications, or related field (or equivalent experience) required.
• Demonstrated experience managing and scaling content within a digital product or mobile app environment, including ownership of content structure, governance, updates, localization considerations, and ongoing optimization.
• Experience leading or supporting go-to-market efforts for software or digital product launches.
• Demonstrated success driving adoption and optimization initiatives with limited direction in fast-paced environments.
• Experience using analytics tools such as Amplitude, Google Analytics, Tableau, Excel, or similar.
• Familiarity with subscription models, onboarding strategies, and lifecycle communication.
• Experience working cross-functionally with Regional, IT, and Analytics teams.
• Highly collaborative, adaptable, and comfortable navigating ambiguity.

Work Environment & Physical Demands

LifeWave will operate as an in-office organization, and all employees are required to work onsite in alignment with corporate policy. While performing the duties of this job, the employee is regularly required to work at a computer workstation and be mobile within the office. Occasional movement of up to 25 pounds may be required.

LifeWave is committed to creating an inclusive workplace that values diversity and promotes equal opportunities for all. We embrace the principles of the Americans with Disabilities Act (ADA) and strive to provide reasonable accommodations to qualified individuals with disabilities.

In our pursuit of building a diverse and talented team, we encourage candidates of all abilities to apply for positions at LifeWave. If you require accommodation during the application or interview process, please inform our HR department, and we will work with you to ensure your needs are met.