Growth Marketing Manager - App Store Optimization (ASO)

Growth Marketing Manager - App Store Optimization (ASO) | Acorns & GoHenry

GoHenry is a UK-based fintech company created by parents to pioneer financial education. More recently, GoHenry moved into Europe and the US by joining forces with French fintech company PixPay and US investing app, Acorns.

Together, Acorns, PixPay, and GoHenry have over 6 million members across 5 countries. We are focused on empowering families with engaging money management tools, educational content, and a seamless product experience that creates financial well-being from birth to adulthood.

Acorns is creating a new Product-Led Growth Marketing Manager role to drive organic growth through the product experience. Based in the UK, this role will support growth initiatives across all of our global product offerings, including Acorns, Acorns Early, and GoHenry.

This white-space role sits at the intersection of product and marketing, leading experimentation across App Store Optimization (ASO) and in-app growth loops. You’ll build the global playbook to turn our apps and core funnels into scalable growth engines that connect our mission to new audiences worldwide.

This role offers the flexibility to work mostly remote (1-2x per month in office for quarterly and team onsite days) or hybrid (1-2x per week) in our London office.

What you will do at Acorns & GoHenry:

• Own and implement the strategy for App Store Optimization (ASO) for our core brands across both the Apple App Store and Google Play Store to maximize organic downloads and increase overall visibility for key search terms.
• Design, execute, and analyze A/B and multivariate tests for mobile conversion flows, from initial landing pages to final sign-up, to improve acquisition efficiency and quality.
• Identify and implement product-led growth (PLG) initiatives that leverage the core product experience to acquire and activate new customers, such as referral loops and viral mechanics.
• Partner with Product and Growth Engineering to implement and measure marketing-led experiments in the product onboarding flow.
• Conduct in-depth data analysis to monitor funnel performance, identify drop-off points, and translate insights into actionable product and marketing initiatives.
• Collaborate with Lifecycle and Paid teams to ensure initiatives complement paid and retention efforts.

What you will bring to Acorns & GoHenry:

• 3+ years of hands-on experience in a growth-focused role, specializing in App Store Optimization (ASO) and conversion rate optimization (CRO).
• Proven track record of designing and executing A/B tests that resulted in significant, measurable increases in acquisition or conversion rates.
• Experience working cross functionally with Product and Engineering teams to design and measure technical experiments.
• Expertise in analyzing large datasets and using tools like Google Analytics, Amplitude, or similar platforms to derive actionable insights.
• Strong understanding of mobile acquisition channels and the levers of product-led growth.
• Exceptional project management skills and the ability to drive cross-functional projects to completion
• Hunger to deliver game-changing products.
• Exceptional drive and precision in delivery.
• A belief that your work is tied to your life's mission.

What’s in it for you?

All the essentials you would expect, including a workplace pension plan, 33 days of holiday (including public holidays), & great company events local & abroad!

Other Offers:

• GoFlex - Work from Home, Office, or a mix of both
• Your Birthday Day off
• 25 days annual leave, in addition to 8 UK bank holidays
• An excellent Induction & onboarding program with ongoing learning & development throughout your career
• A choice between Bupa Health Cash Plan or Bupa Private Medical
• Death in service – 4x your annual salary from month 1
• Physical and Mental Wellbeing support and platforms for you and your family
• Family-friendly leave policies
• Enhanced maternity leave – 20 weeks full basic pay after 2 years’ service and 26 weeks full basic pay after 3 years’ service
• Paternity leave – 4 weeks full pay after probation
• Salary Sacrifice options

About GoHenry

We’re on a mission to help every kid be smart with money. Our goal? Create generations of independent, confident young adults, armed with money skills that will set them up for life.

How we do it:

We place the power in the hands of young people, giving them the tools they need to master the financial ropes for themselves. They can spend, save, earn, and give with GoHenry’s prepaid debit card and app – because learning through doing really works (and it’s more fun!). All while our unique built-in controls give parents total peace of mind.

We’re proud to say...

• We ranked #38 in Newsweek's Top 100 Most Loved Workplaces in the UK in 2023
• We’re one of Tech Track’s top 50 fastest-growing UK companies.
• We won Finders Kid’s Cards Customer Satisfaction Awards in 2022 and 2023.
• We won the Tech for Good award at the Better Society Awards 2023
• Our kids and parents have donated over £500,000 of their own money to NSPCC via their GoHenry accounts

But we’re still growing, and that’s why we need you.

GoHenry is an equal-opportunity employer, and we’re on a mission to foster a diverse & inclusive workplace. Individuals seeking employment at GoHenry are considered without regard to race, religion, national origin, age, sex, gender, gender identity, gender expression, sexual orientation, marital status, medical condition, ancestry, physical or mental disability, military or veteran status, or any other characteristic protected by applicable law.