B2C Acquisition Marketing Manager

About Betterment

Betterment is a leading, technology-driven financial services company that offers investing, savings and retirement solutions for retail investors and investment advisors as well as financial wellness solutions, including a 401(k) for small and medium-sized businesses. Our team is passionate about our mission, to empower people to build wealth with confidence and ease. We’re headquartered in NYC and offer hybrid NY-based positions (four days/ week in-office, with no required office days during the summer and winter holidays).

About the Role

Betterment’s mission is to empower people to build wealth with confidence and ease. We're a trusted home for investing, saving, and retirement for the long term — more than 1 million customers trust us to put their money to work and we manage $65B+ of their wealth. Our Acquisition Marketing team introduces prospective retail customers to the products behind that promise: automated investing that lets people build wealth without the busywork, and tax-saving technology that works in the background. Guided by our passion for this mission, we get excited about working together — across marketing channels — on new, innovative ways to reach new customers.

This is a hybrid acquisition role spanning our full paid portfolio. You'll own and optimize traditional performance channels — SEM, affiliate, and programmatic — alongside our growing mobile app business, with every channel measured against the same north star: funded accounts, efficiently acquired.

On the mobile side, we've built an ASO foundation and a set of established best practices. We're looking for someone who can take that work further — sharpening how we show up in the App Store and Google Play, and scaling paid app campaigns that deliver real customers, not just installs.

The ideal candidate is a media-savvy performance marketer who is equally comfortable in a search auction, a partner negotiation, and an app store listing, and who is always on the hunt for new ways to break through the advertising clutter. This position works closely with creative, compliance, insights, product marketing, accounting, and subject matter experts across the organization.

This role is based out of our NYC office. Below we've reflected the base salary range for this position. Actual salaries may vary depending on factors including but not limited to location, experience, and performance. The range listed is just one component of Betterment’s total compensation package for employees.

New York City: $121,000 - $151,500

This job may also be eligible for variable compensation in the form of a company incentive bonus.

A Day in the Life:

Own and optimize a portfolio of paid acquisition channels — SEM, affiliate, programmatic, and mobile app — against funded account, CPA, and ROAS goals

Plan, execute, and optimize SEM campaigns, including keyword strategy, budget pacing, and landing page testing in partnership with our media agency partner

Nurture our affiliate program: source and onboard new partners, negotiate terms, and manage existing relationships toward quality-weighted performance

Manage programmatic and display buys, partnering with vendors and platforms on audience strategy, inventory quality, and measurement

Build on Betterment's established ASO strategy across the App Store and Google Play — evolving keyword strategy, metadata, and store creative through a continuous testing roadmap to improve visibility, conversion rate, and organic install volume

Manage and scale paid app campaigns, including Apple Search Ads, optimizing toward downstream account funding rather than install volume alone

Explore new partners and opportunities across all paid marketing channels in support of Betterment's product offerings

Assist in crafting creative briefings and marketing positioning for upcoming paid initiatives

Work with internal cross-functional partners to ensure that creative delivers on the goals set out in the brief and meets all compliance guidelines

Track spending and recommend budget shifts in order to meet key performance metrics goals (CPA, ROAS, funded accounts)

Additional channel management responsibilities can be added based on the candidate's interests and skill set

What We're Looking For:

Required

6+ years experience in paid media for a data driven, high-growth brand. Fintech and Direct-To-Consumer category experience a plus

Hands-on ownership of multiple paid acquisition channels, with the range to move between search, partnerships, and mobile rather than specializing in one

SEM experience, including campaign strategy, keyword management, and performance optimization

Mobile app marketing experience, including hands-on ASO — you've owned app store listings, run keyword and creative testing, and can point to measurable gains — and paid app-install campaigns such as Apple Search Ads

Track record of optimizing toward bottom-funnel business outcomes (funded accounts) rather than top-of-funnel volume metrics alone

Previously led seven figure paid media budgets

Experience developing, negotiating and executing paid media buys

Collaborative team player who excels at building relationships, and has a desire to improve and build on existing processes

Keen business sense and an ability to critically assess all facets of a media plan

Demonstrated self-starter with the ability to handle multiple projects, prioritize work assignments, meet deadlines, and work independently in a fast-paced environment

Nice to Have

Affiliate and partnership marketing experience

Programmatic and display buying experience

Paid social experience (Meta, TikTok, Reddit, or similar)

Familiarity with mobile measurement and attribution — MMPs such as AppsFlyer

Experience marketing in a regulated environment and partnering closely with compliance teams

Join a team built on these core values

We change lives

Be a part of a community of innovators working to transform financial outcomes for real people. Your work will make an impact, always laddering up to our mission; to empower people to build wealth with confidence and ease .

We set audacious goals

We set them for the company, our customers, and ourselves, and we won’t stop until we reach them. We don’t just show up; we give our all, then celebrate our wins.

We value all perspectives

When we collaborate, we're at our best. We believe diverse perspectives lead to better outcomes and strive to uphold our supportive and inclusive community.

We simplify financial services

We’re financial services pioneers, always finding new ways to improve, optimize, and enhance. Constant improvement is in our DNA.

Our Commitment to Your Total Well-being:

We offer a competitive suite of benefits , including medical, dental, and vision coverage; life and AD&D insurance; short- and long-term disability; infertility support and WPATH-aligned transgender health benefits; an Employee Assistance Program (EAP); transit benefits and FSA and HSA options

Ownership: Equity for all employees, including new hire and refresher grants.

Time: Flexible paid time off, paid parental leave, and a fully paid four-week sabbatical in your sixth year.

Growth: Company-paid professional coaching for all employees.

Wealth: Day-one 401(k) match plus matching on qualified student loan payments.

What happens next

We’ll take a few weeks to review all applications. If we’d like to spend more time with you, we’ll reach out to arrange next steps, which will include 3-4 sets of meetings with your future colleagues.

In the interview process, we’ll look to learn more about your skills, experiences, capabilities, and motivators. Many of our questions will be aimed at understanding how you might operate here at Betterment. Depending on the role, we may ask you to complete a case study exercise or technical assessments, as we want to collect a robust set of data points to better inf