Senior Lifecycle Marketing Lead, App Store

Summary

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.