Marketing Director
Own Grovli's brand, voice, and growth strategy across iOS + web. AI-first product positioning in the health / nutrition space.
Marketing Director
We're hiring a marketing director to own Grovli's brand and growth strategy end-to-end. You'll set the voice, the channels, the measurement framework, and the campaign calendar — and you'll partner with engineering on the in-product surfaces (paywall copy, onboarding, push notifications) that move the business.
About Grovli
Grovli is an AI meal-planning product that delivers personalised nutritional data based on each user's dietary needs, eating philosophies, and ideologies. We compete in the crowded nutrition / fitness app space by being more accurate, more personalized, and more honest about what AI can and can't do. The brand voice is forest-green-primary, Satoshi-font, sage-neutral — accessible, careful, never gimmicky.
What you'll do
- Own brand strategy: voice, visual system, public posture. Partner with the founder + engineering on the in-product surfaces (paywall, onboarding, push copy) that touch every paying user.
- Build the marketing calendar: launches, App Store updates, TestFlight cohorts, partnership announcements, seasonal moments (post-holiday meal-plan reset, summer cooking, back-to-school).
- Drive the conversion stack: free-trial → paid funnel optimisation, paywall placement, upsell timing, churn re-engagement campaigns. Work with engineering to A/B test in-product changes; with the email service team to run drip campaigns; with App Store Connect for ASO + Promo Codes.
- Run the content engine: blog (medical-reviewed nutrition content, not pop-science), social (TikTok + Instagram Reels for cooking, Twitter/X for product), creator partnerships (RDs, fitness coaches, cooking creators).
- Own the measurement layer: define the funnel KPIs, work with engineering on the analytics dashboards (we run Grafana + a privacy-first event pipeline), report monthly to the founding team.
- Mentor the marketing intern + future hires: scope owners ahead of growth.
You probably have
- 8+ years marketing experience, with at least 3 leading a function at a B2C consumer app
- Strong writer — you can draft a paywall sheet, a blog post, and an App Store screenshot caption all in the same morning and have all three sound like Grovli
- Hands-on with App Store / Play Store ASO, Apple Search Ads, paid social, and creator partnerships
- Analytical instinct — you don't run campaigns without a measurement plan, but you also don't overfit on first-week metrics
Bonus points
- Have launched or grown a health / fitness / nutrition app
- AI-product experience (positioning around AI without being gimmicky is its own discipline)
- Experience with privacy-respecting analytics (we don't run heavy tracking — measurement has to work without behavioural fingerprints)
- Worked with TestFlight cohort management, Promo Code distribution
How to apply
Send a resume + a one-page brief on how you'd position Grovli against two named competitors (your choice) to info@citigrove.com with the subject "Marketing Director". The brief is the whole interview signal — make it specific and opinionated.