Senior Lifecycle Marketing Lead, App Store

Apple Inc.; Cupertino (CA); On-site; USD 176,000 - 312,000; Full time

Job summary

Apple Inc. is seeking a Senior Lifecycle Marketing Lead for the App Store to own the end-to-end user journey, leveraging AI and data signals to drive engagement, discovery, and lifetime value.

You will collaborate across Product, Design, ML, and Data teams to craft personalized experiences across channels and scale effective growth initiatives globally. The role emphasizes strategic storytelling to secure leadership buy-in and requires strong cross-functional leadership in a fast-paced,

Qualifications

• 10+ years in growth strategy or lifecycle marketing in tech/mobile apps.
• Deep expertise mapping and managing the user lifecycle (acquisition to win-back).
• Experience working with ML/AI and data teams to power personalization at scale.

Responsibilities

• Map App Store user journeys and define lifecycle strategies.
• Partner with Product, Design, ML to build new onboarding flows and AI-driven features.
• Design and scale growth strategies across owned and external channels with real-time signals.
• Collaborate with Data Science to define inputs and KPIs for growth models.
• Lead experimentation and A/B tests to optimize performance and relevance.
• Act as a cross-functional connector between Marketing, Product, AI/ML, and Data teams.
• Develop compelling business cases for growth investments and new capabilities.

Skills

Growth strategy

Lifecycle marketing

Product management

AI/ML collaboration

Cross-channel orchestration

Data analysis

Cross-functional leadership

Executive communication

Lifecycle optimization

Job description

Senior Lifecycle Marketing Lead, App Store

At Apple, we believe in the power of apps to enrich people's lives. The App Store is the world's most vibrant and innovative app marketplace, connecting developers with hundreds of millions of users every week.We are seeking a highly motivated, strategic and analytical Senior Lifecycle Marketing Lead to join our App Store team. In this role, you will be the foremost expert on the App Store user journey. You will be responsible for deeply understanding the end-to-end user lifecycle, identifying untapped opportunities, and championing the creation of new experiences that drive meaningful, sustainable growth for the business. Sitting at the intersection of product, marketing, data science, and AI, you will orchestrate strategies across Apple's owned channels and beyond. By leveraging user signals and advanced machine learning models, you will help us deliver the right message and experience to the right user at the perfect time.

Description

As a Senior Growth Strategist for the App Store, your responsibilities will include:Lifecycle Mastery & Signal Strategy: Map the diverse journeys of App Store users and define the strategy for how we capture and utilize user signals. Identify friction points and moments of delight to uncover opportunities for intelligent, automated interventions.AI-Driven Experience Innovation: Partner closely with Product, Design, and ML teams to conceptualize and build new features and onboarding flows. Leverage artificial intelligence and predictive modeling to naturally drive user engagement, discovery , and lifetime value.Cross-Channel Orchestration: Design, launch, and scale comprehensive growth strategies across owned and external channels. Ensure a unified, highly personalized user experience that dynamically adapts to user behavior using real-time signals.Model Optimization & Data Strategy: Collaborate with Data Science to define the inputs and objectives for growth models. Establish key performance indicators (KPIs) that tie model performance and user experience improvements directly to meaningful business growth.Experimentation & Scaling: Lead a rigorous culture of experimentation. Design and implement A/B tests across lifecycle campaigns and AI-driven product flows to continuously optimize performance, relevance, and user satisfaction.Cross-Functional Execution: Act as the connective tissue between Marketing, Product, AI/ML, and Data teams, driving complex, multi-channel initiatives from ideation to global execution.Strategic Storytelling: Develop compelling business cases and strategic narratives to secure buy-in from senior leadership for new growth investments, technical capabilities, and lifecycle initiatives.

Minimum Qualifications

• 10+ years of experience in growth strategy , lifecycle marketing, product management, or a related field, preferably within the tech, media, or mobile app industry .
• Deep expertise in mapping and managing the user lifecycle (acquisition, onboarding, engagement, retention, and win-back).
• Proven track record of working closely with Machine Learning, AI, and Data Engineering teams; deep understanding for how to harness user signals, predictive models, and AI to power personalization at scale.
• Proven ability to identify gaps in the user journey and translate those insights into the development of new, high-impact product experiences or marketing interventions.
• Extensive experience orchestrating cohesive, data-driven growth initiatives across owned channels (e.g., in-app messaging, push notifications, email) and cross-channel touchpoints.
• Exceptional analytical skills with the ability to translate complex behavioral data and model outputs into actionable insights and strategic recommendations.
• Strong cross-functional leadership skills, with a track record of influencing and collaborating seamlessly with Product, Engineering, Design, AI/ML, and Editorial teams.
• Deep understanding of multi-sided marketplace dynamics, with the ability to balance and optimize the value exchange between customers, developers, and Apple to drive sustainable, ecosystem-wide growth.
• Excellent presentation, written and verbal communication skills with the ability to articulate a strong point of view clearly and succinctly to senior executives and individual contributors.
• Exceptional relationship-building and interpersonal skills, including communication skills to form consensus of opinion.
• Ability to work collaboratively under pressure, with proven experience working on complex, international, large-scale and time-critical projects.

Preferred Qualifications

• Experience with app marketplace platforms, with a strong understanding of app discovery, distribution, and developer ecosystems.
• Proven understanding of integrating Product, Design, Business, Marketing, Engineering and other cross-functional stakeholders to clarify program goals, strategy and execution.
• Sensibility to cut through ambiguity and find the path forward despite uncertainty or challenges.

At Apple, base pay is one part of our total compensation package and is determined within a range. This provides the opportunity to progress as you grow and develop within a role. The base pay range for this role is between $175,500 and $311,700, and your base pay will depend on your skills, qualifications, experience, and location.

Apple employees also have the opportunity to become an Apple shareholder through participation in Apple's discretionary employee stock programs. Apple employees are eligible for discretionary restricted stock unit awards, and can purchase Apple stock at a discount if voluntarily participating in Apple's Employee Stock Purchase Plan. You'll also receive benefits including: Comprehensive medical and dental coverage, retirement benefits, a range of discounted products and free services, and for formal education related to advancing your career at Apple, reimbursement for certain educational expenses - including tuition. Additionally, this role might be eligible for discretionary bonuses or commission payments as well as relocation. Learn more about Apple Benefits

Note: Apple benefit, compensation and employee stock programs are subject to eligibility requirements and other terms of the applicable plan or program.

Apple is an equal opportunity employer that is committed to inclusion and diversity. We seek to promote equal opportunity for all applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, Veteran status, or other legally protected characteristics. Learn more about your EEO rights as an applicant

At Apple, we believe accessibility is a fundamental human right. You'll find that idea reflected in everything here - in our culture, our benefits and our digital tools. By welcoming as many perspectives as possible, we help you build a career where you feel like you belong.

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Apple accepts applications to this posting on an ongoing basis.