Mobile Growth Manager - Freemium To Subscription Conversion (Mobile App)

About Us:  

Headquartered in the United States, TP-Link Systems Inc. is a global provider of reliable networking devices and smart home products, consistently ranked as the world’s top provider of Wi-Fi devices. The company is committed to delivering innovative products that enhance people’s lives through faster, more reliable connectivity. With a commitment to excellence, TP-Link serves customers in over 170 countries and continues to grow its global footprint. 

We believe technology changes the world for the better! At TP-Link Systems Inc, we are committed to crafting dependable, high-performance products to connect users worldwide with the wonders of technology.  

Embracing professionalism, innovation, excellence, and simplicity, we aim to assist our clients in achieving remarkable global performance and enable consumers to enjoy a seamless, effortless lifestyle.  

TP-Link is a global leader in networking and smart home technology, delivering innovative solutions used by millions of households worldwide.

Our smart home ecosystem continues to expand through the Tapo and Kasa platforms, offering connected devices such as security cameras, sensors, lighting, and automation products.

To enhance these experiences, TP-Link offers a growing portfolio of subscription services including:

• TapoCare – cloud video storage and AI-powered camera features
• KasaCare – subscription features within the Kasa smart home ecosystem
• HomeShield – advanced network security and protection services

These services are central to TP-Link’s strategy of building a connected smart home ecosystem with recurring subscription value.

The Role

TP-Link is seeking a Mobile Growth Manager to help scale subscription adoption across TapoCare, KasaCare, and HomeShield.

This role sits within the Marketing organization and focuses on converting existing mobile app users into paid subscribers.

Unlike traditional marketing roles focused on acquiring new customers, this position centers on monetizing and engaging TP-Link’s existing device and mobile app user base through lifecycle marketing, in-app engagement, and data-driven experimentation.

The Mobile Growth Manager will collaborate closely with Product, Analytics, and Engineering teams to optimize the journey from device activation to subscription conversion within the Tapo and Kasa mobile apps.

The Growth Challenge

Millions of customers already use TP-Link smart home devices and mobile apps. The opportunity is to better convert and engage these users through subscription services like TapoCare, KasaCare, and HomeShield.

This role will focus on identifying moments within the mobile user journey where subscription value can be surfaced and tested, including:

• in-app upgrade prompts
• feature gating and premium feature discovery
• behavioral triggers based on device usage
• free trial optimization
• experimentation on paywalls and upgrade flows

The goal is to turn more active device users into long-term subscribers, improving customer lifetime value while enhancing the smart home experience.

Key Responsibilities

Freemium to Paid Conversion

Develop and execute strategies to convert existing mobile app users into paid subscribers.

This includes improving upgrade flows, identifying behavioral triggers for subscription offers, and optimizing how premium features are presented to users.

Mobile App Lifecycle Marketing

Design lifecycle engagement programs across mobile channels including:

• in-app messaging
• push notifications
• upgrade prompts
• feature adoption campaigns
• lifecycle email engagement

Partner with Product teams to implement lifecycle messaging and engagement strategies within the Tapo and Kasa mobile apps.

Experimentation & Growth Optimization

Own experimentation initiatives that improve subscription performance, including:

• paywall optimization
• free trial campaigns
• feature messaging and positioning
• pricing presentation tests

Run A/B tests and analyze results to continuously improve subscription conversion and engagement.

Retention & Subscriber Engagement

Develop programs that improve:

• subscriber retention
• feature usage
• renewal rates
• customer lifetime value

Data & Performance Insights

Monitor and analyze key performance metrics including:

• subscription attach rate
• trial-to-paid conversion
• churn rate
• ARPU and LTV

Translate insights into actionable growth initiatives.

Requirements

Qualifications:

• Bachelor’s degree in Business, Marketing, or a related field, required.
• 5+ years of experience in growth marketing, lifecycle marketing, or mobile app growth
• Experience working with freemium or subscription-based products
• Experience converting existing users into paid subscribers
• Experience working with mobile apps or digital platforms
• Demonstrated ability to drive measurable growth outcomes

Preferred Experience

• Experience with lifecycle marketing and mobile analytics platforms such as:
• Braze
• Amplitude
• Mixpanel
• Firebase
• Iterable
• Customer.io
• Experience running A/B testing and experimentation programs.

Ideal Candidate Background

• Candidates may come from industries such as:
• consumer technology
• smart home / IoT
• mobile subscription apps
• SaaS platforms
• streaming or digital services
• connected device ecosystems

Cross-Functional Collaboration

• This role works closely with:
• Product teams to align lifecycle messaging with product capabilities
• Analytics teams to identify growth opportunities
• Engineering teams to implement in-app engagement campaigns
• The Mobile Growth Manager focuses on driving subscription adoption and monetization, while product teams continue to own the product roadmap and feature development.

Additional Information for Applicants

• When applying, please include examples of measurable growth outcomes such as:
• subscriber growth
• conversion improvements
• churn reduction
• experimentation impact
• revenue contribution
• This helps us better understand the scale and impact of your work.

Benefits

Salary Range: $140,000 - 165,000 annually

• Fully paid medical, dental, and vision insurance (partial coverage for dependents)  
• Contributions to 401k funds 
• 15 days accrued vacation 
• 11 paid holidays 
• Bi-annual pay review
• Health and wellness benefits, including free gym membership 
• Quarterly team-building events  

*Please, no third-party agency inquiries, and we are unable to offer visa sponsorships at this time.

 At TP-Link Systems Inc., we are continually searching for ambitious individuals who are passionate about their work. We believe that diversity fuels innovation, collaboration, and drives our entrepreneurial spirit. As a global company, we highly value diverse perspectives and are committed to cultivating an environment where all voices are heard, respected, and valued. We are dedicated to providing equal employment opportunities to all employees and applicants, and we prohibit discrimination and harassment of any kind based on race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws. Beyond compliance, we strive to create a supportive and growth-oriented workplace for everyone. If you share our passion and connection to this mission, we welcome you to apply and join us in building a vibrant and inclusive team at TP-Link Systems Inc.