Chief Marketing Officer (CMO)/Head of Marketing

Twinby is a mobile dating product with 15 million installations in the CIS market. Category: social/dating, subscription monetization, high decision-making speed.

We are looking for a Head of Marketing to lead user growth, build an effective acquisition and retention system, and integrate marketing into the overall business strategy. You will own the full cycle: from strategy and budget to creatives and analytics, working closely with Product, CEO, and CFO.

What you will do:

Strategy, Budgeting, and Cross-functional Interaction: • Develop the marketing strategy and growth plan, synchronizing them with the company's business strategy. • Manage the marketing budget of 100 to 150 million rubles annually, allocating funds across directions (digital, content, PR, influencer) based on unit economics and seasonality. • Plan the budget with the CFO, control unit economics of acquisition (CAC, LTV, ROMI, payback), and defend investment decisions to management. • Align marketing priorities with product growth goals together with the CEO.

Digital and Traffic Management: • Be responsible for all paid channels, focusing on mobile performance marketing. Yandex, VK, Affiliate, in-app, ASO, web-to-app. Within the CIS, use international channels like ASA, Google UAC, Tik-Tok, etc. • Implement advanced purchasing principles: automated strategies, optimization for subscription conversions, working with creative collaborations. • Launch and scale A/B tests for creatives, targeting, and landing pages; control CAC and payback for each channel. • Actively seek and test new traffic channels (partner networks, invites, non-standard integrations) — we provide freedom for experiments.

Product Marketing and CRM: • Manage the entire product marketing cycle: from push notifications and email communications to in-app offers and promo mechanics. • Be responsible for the already launched CRM marketing: fine-tune funnels, segmentation, and trigger chains for retention and upsell. • Build a unified, seamless flow for all marketing touchpoints with the user — so that acquisition, activation, retention, and re-engagement work as an integrated system.

Content, PR, and Influencer Marketing: • Define content strategy and editorial policy: SMM, visuals, texts — ensuring a consistent brand voice across all channels. • Lead the reassembled PR function: develop a media plan, prepare press materials, manage reputation, and handle crisis communications. • Develop the influencer marketing function: select bloggers, conduct negotiations, control integrations, and evaluate their ROMI. • Use your network to organize collaborations with other services and brands — this is your additional growth leverage.

Analytics, Metrics, and Decision-Making: • Ensure the emergence and development of marketing analytics: end-to-end reporting, cohort analysis, dashboards for key metrics (CAC, LTV, ROMI, payback, D30, conversions). • Build an attribution and campaign effectiveness measurement system to understand the real contribution of each channel. • Analyze launch results, form next steps based on data, and initiate additional research (surveys, in-depth interviews) to find growth points. • Track the impact of marketing on revenue and ARR growth, integrating marketing data into overall business reporting.

Team and Leadership: • Build and develop the marketing team (content, digital, PR, influencer, analytics), implement work standards, forecasting, and post-campaign analysis. • Initiate marketing changes and experiments, update the strategy as market and user insights are obtained. • Inform related teams about goals and campaigns, ensuring cross-functional synchronization.

What's important Mandatory: • Experience in leading marketing functions at the Head of Marketing / Head of UA / CMO level — with direct budget management of 100 million rubles or more annually and responsibility for measurable business results. • Deep expertise in mobile traffic sources, attribution specifics, analytics systems (we use AppsFlyer). • Relevant experience specifically in product marketing for B2C mobile products with a subscription model — understanding how marketing affects LTV, conversion to payment, and retention. • Successful experience in finding and scaling new traffic channels (not just standard platforms). • Developed network for collaborations and partnerships. • Ability to demonstrate personal contribution to the growth of key metrics: what you changed, what effect you achieved, and how. • Unit economics as a working tool — CAC, LTV, ROMI, payback, D30, churn in decision-making. • Experience in building a unified marketing flow (from acquisition to re-engagement) and managing multiple directions (digital, content, PR, influencer). • Experience in cross-functional interaction with CEO and CFO at the level of strategic planning and budget defense.

Desirable: • Psychology or sociology education in addition to marketing — understanding behavioral triggers and audience motivation will be a big plus. • Dating, social, entertainment, or related subscription verticals. • Experience in building marketing analytics and attribution from scratch. • Participation in investor narratives from the marketing side. • Experience launching a new product or vertical from scratch.

Conditions: • Full ownership of marketing strategy and budget, minimal bureaucracy. • Remote work format without location restrictions, flexible schedule. • Competitive salary. • 28 working days of paid vacation, flexible sick pay. • Opportunity to realize your entrepreneurial potential, including — we give freedom, we expect results.

To apply, please answer a few questions in your cover letter:

1. What annual budget have you worked with?
2. Briefly describe your experience with mobile traffic sources (attribution specifics, analytics systems like AppsFlyer)
3. Do you have experience with a subscription monetization model?
4. Your expectations for the fixed part of compensation