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WonJo Kids by Upily · Full-time · Remote
About us
WonJo Kids is an ad-free edutainment app for children aged 2–6, bringing games, stories and music together in one safe, expert-backed experience, used by families in 11 countries. WonJo is part of Upily, a growing group building digital and phygital products for families and children. As we scale our subscription business, growth is our top priority.
The role
We are looking for a Growth & MarTech Lead to take end-to-end ownership of WonJo Kids' growth, from strategy to execution. In this hands-on role, you will build the growth framework that drives sustainable, predictable growth and take an active part in its day-to-day execution across data infrastructure, campaigns, experiments and lifecycle journeys. You will establish test-and-learn as a company-wide way of working and ensure that decisions are based on reliable, consistent data.
What you will do
- Growth management: manage growth across acquisition, activation, trial-to-paid, renewal and churn. Set the KPI framework and growth targets by market and plan, build and maintain the growth dashboard as the company's single source of truth, and respond quickly to changes in performance.
- Experimentation: develop hypotheses and design tests on onboarding, paywall, pricing and plan mix, coordinate their implementation with product and engineering, analyse the results and translate learnings into product and marketing decisions. Embed a regular test-and-learn rhythm across teams.
- MarTech ecosystem: own the configuration, maintenance and performance of WonJo Kids' MarTech ecosystem and ensure all tools operate in sync: event tracking, user identity, data flows, attribution on iOS and Android, and conversion signals to ad platforms. Identify and resolve issues promptly and keep the setup fully documented.
- Acquisition and retention channels: take an active role in performance marketing, ASO, CRM and lifecycle communication, from planning through launch and optimisation, in close collaboration with freelance specialists and the marketing and creative teams.
- First-party data: define how first-party data is collected and structured, and use it to build segments, journeys and personalised experiences for families.
- Growth insights: analyse the in-app funnel, identify barriers to growth and provide product, marketing and creative teams with concrete, prioritised recommendations.
What you bring
- 5+ years in growth marketing, ideally in a subscription or consumer app, with direct responsibility for execution as well as strategy.
- Hands-on experience in setting up and working with a product analytics tool (Amplitude or similar) and an MMP (Adjust, AppsFlyer or similar).
- A solid understanding of subscription business models (trials, plans, pricing, renewals and churn), practical experience with a subscription management platform such as RevenueCat, and a track record of running paywall, onboarding or pricing tests.
- Strong experimentation discipline: clear hypotheses, primary metrics, guardrails and objective evaluation of results.
- Data fluency (SQL or equivalent) to carry out independent analysis.
- The technical know-how to read event data, identify tracking issues and work through SDK and server-to-server integrations together with developers.
- The ability to move comfortably between strategic planning and detailed execution.
- The ability to speak the language of marketing as fluently as the language of data.
- A documentation mindset: you treat tracking plans and dashboards as shared company assets.
- Strong written and spoken English.
Strong plus
- Experience with Braze, Firebase or similar CRM and experimentation tools.
- LTV modelling or cohort-based forecasting.
- Experience with kids, family or edtech products.
- Using AI tools in your daily workflow to speed up analysis, testing and reporting.
Why join us
- Upily is a growing group building products for children and families, offering room to grow across new products and markets.
- A multi-country setup where you shape growth across different markets.
- Real ownership from day one, with direct access to the founders and a direct impact on growth decisions.
- Purpose-driven work: helping young children learn and play safely, at their own pace.
- A talented team and experienced advisors in marketing, content and child development.
- The opportunity to build a growth engine from the ground up and see its impact every week.