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B2C Acquisition Marketing Manager

Betterment· Marketing
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Hybrid (New York City)$121k - $151.5kFull-timePosted 2w ago

About the role

Hybrid NYC-based role focused on owning and optimizing paid acquisition channels (SEM, affiliate, programmatic, and mobile app) to drive funded accounts, with emphasis on ASO and paid app campaigns to acquire real customers.

Responsibilities

  • Own and optimize a portfolio of paid acquisition channels — SEM, affiliate, programmatic, and mobile app — against funded account, CPA, and ROAS goals
  • Plan, execute, and optimize SEM campaigns, including keyword strategy, budget pacing, and landing page testing in partnership with our media agency partner
  • Nurture our affiliate program: source and onboard new partners, negotiate terms, and manage existing relationships toward quality-weighted performance
  • Manage programmatic and display buys, partnering with vendors and platforms on audience strategy, inventory quality, and measurement
  • Build on Betterment's established ASO strategy across the App Store and Google Play — evolving keyword strategy, metadata, and store creative through a continuous testing roadmap to improve visibility, conversion rate, and organic install volume
  • Manage and scale paid app campaigns, including Apple Search Ads, optimizing toward downstream account funding rather than install volume alone
  • Explore new partners and opportunities across all paid marketing channels in support of Betterment's product offerings
  • Assist in crafting creative briefings and marketing positioning for upcoming paid initiatives
  • Work with internal cross-functional partners to ensure that creative delivers on the goals set out in the brief and meets all compliance guidelines
  • Track spending and recommend budget shifts in order to meet key performance metrics goals (CPA, ROAS, funded accounts)
  • Additional channel management responsibilities can be added based on the candidate's interests and skill set

Qualifications

  • 6+ years experience in paid media for a data driven, high-growth brand. Fintech and Direct-To-Consumer category experience a plus
  • Hands-on ownership of multiple paid acquisition channels, with the range to move between search, partnerships, and mobile rather than specializing in one
  • SEM experience, including campaign strategy, keyword management, and performance optimization
  • Mobile app marketing experience, including hands-on ASO — you've owned app store listings, run keyword and creative testing, and can point to measurable gains — and paid app-install campaigns such as Apple Search Ads
  • Track record of optimizing toward bottom-funnel business outcomes (funded accounts) rather than top-of-funnel volume metrics alone
  • Previously led seven figure paid media budgets
  • Experience developing, negotiating and executing paid media buys
  • Collaborative team player who excels at building relationships, and has a desire to improve and build on existing processes
  • Keen business sense and an ability to critically assess all facets of a media plan
  • Demonstrated self-starter with the ability to handle multiple projects, prioritize work assignments, meet deadlines, and work independently in a fast-paced environment

Skills

Required:Paid media managementSEMMobile app marketing / ASO
Nice to have:Affiliate marketingProgrammatic advertising

Benefits

  • Medical, dental, and vision coverage; life and AD&D insurance; short- and long-term disability; infertility support and transgender health benefits; Employee Assistance Program (EAP); transit benefits and FSA and HSA options
  • Equity for all employees, including new hire and refresher grants
  • Flexible paid time off, paid parental leave, and a fully paid four-week sabbatical in sixth year
  • Company-paid professional coaching for all employees
  • Day-one 401(k) match plus matching on qualified student loan payments
Last updated Oct 7, 2026. Interested? Apply on the company site.

About Betterment

Automated investing & Financial planning

Betterment can help grow your money by making saving and investing easy. Invest in a tailored portfolio, set buckets for your goals, and earn rewards.

investingfinancial planningsavingretirementtax-smart technologyinvestment portfolioscash management
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