Founding Head of Growth (Social, Influencers & Paid)

Location: Lahore, Pakistan.

Type: Full-time (Founding hire)

Compensation: Competitive base + performance upside (bonus / equity for the right person)

First Steps is a parenting guide app built to help new parents feel calm, confident, and supported—through milestones, activities, memories, and an AI coach that helps in the moments that matter.

We’re live on the App Store and now we’re focused on one thing: distribution .

You will own growth end-to-end and help make First Steps a top-of-mind parenting brand—through viral content, creator partnerships, and performance marketing .

This is a senior, hands-on, builder role. You won’t be managing a huge team on day one—you’ll be creating, testing, iterating, and shipping growth every week.

Organic Social & Virality

• Build and run our TikTok / Instagram / YouTube Shorts strategy
• Create weekly content systems that can produce consistent high-performing videos
• Lead “viral loops”: shareable moments, trends, hooks, formats, and rapid iteration
• Write scripts, briefs, hooks, captions, and creative direction (and execute with a creator/editor when needed)

Influencer / Creator Partnerships

• Source, pitch, negotiate, and manage creators (micro to mid-tier)
• Run performance-based deals (retainers + view-based bonuses, affiliate codes, tracking)
• Build long-term creator relationships and a repeatable pipeline

Paid Ads (Meta, TikTok, Apple Search Ads)

• Launch and optimize performance campaigns (install → trial → paid)
• Build a creative testing engine (UGC-style ads, hooks, angles, iterations)
• Improve CAC, ROAS, trial conversion, and retention using data-driven decisions
• Retargeting + funnel optimization (paywall, onboarding, landing pages)

Growth Analytics & Experimentation

• Own key metrics: installs, activation, paywall conversion, trial conversion, retention, LTV
• Set up tracking, dashboards, creative learnings, and weekly growth experiments
• Partner with product to improve onboarding/paywall and build features that drive sharing

• A working content engine: consistent posts + repeatable formats
• A creator pipeline producing weekly content + measurable installs
• Paid ads running with clear creative testing & improving CAC → LTV
• Stronger App Store conversion (screenshots/video + ratings prompts + ASO)
• Weekly growth cadence with documented learnings and experiments

• Have 5–10+ years in growth for consumer apps (or a proven track record in social + performance)
• Have personally run social pages and also run paid campaigns (hands-on)
• Understand what makes content shareable and can consistently generate strong hooks
• Can manage creators end-to-end (briefs → content → reporting → renewals)
• Think in systems: pipelines, scripts, templates, and repeatable growth loops
• Are obsessed with experimentation and move fast without needing heavy process
• You’re comfortable being accountable for outcomes—not just “marketing tasks”

• You’ve scaled a consumer subscription app before
• You’ve built viral loops (share cards, referrals, UGC flywheel)
• You’ve worked in parenting / health / wellness apps
• You’re strong on creative direction + editing workflows (CapCut/Premiere)
• You’ve managed Apple Search Ads and ASO

This is not a “social media manager” role. This is a growth owner role with founder-level responsibility. If you want to build something meaningful, move fast, and be judged by results—this is it.