Genflow
Commercial Brand Manager
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About Genflow
Genflow is the world's leading creator agency, building, launching and scaling creator-first brands across fitness, fashion, beauty, nutrition, wellness, education and productivity. We manage 65+ creator brands and deliver consulting and done-for-you services across digital products and back-end funnel ecosystems. We move fast, experiment relentlessly and value operators who turn insight into revenue.
Role overview
This role owns commercial strategy and performance for a portfolio of subscription app brands, working in close partnership with the Chief Brand Officer and directly with the creators behind them. You will develop the commercial plan for each brand in your portfolio, covering pricing, traffic acquisition, monetisation and retention, and you are accountable for the results.
You will be the primary commercial relationship for the creators in your portfolio, the person they trust to set direction and deliver against it. You will consult Growth, Product, Content and Delivery teams to inform your growth plans, briefing in tests, launches and new features, and holding execution to a high standard.
This role suits someone with solid commercial or brand management experience who is ready to own a portfolio independently, set the agenda rather than follow one, and build a track record of driving subscriber growth and revenue. It sits within the Brand team, the part of the business responsible for the launch, management and growth of our portfolio of brands.
Mission
Own the commercial strategy for your portfolio of app brands, using pricing, retention and monetisation decisions to grow revenue, new subscriber acquisition, subscriber value, and keep creators and internal teams aligned behind a plan you have set.
Core responsibilities
Commercial strategy and performance
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- Develop the commercial strategy for each brand in your portfolio: pricing, promotional strategy and retention approach, in conjunction with the Chief Brand Officer.
- Own subscription performance: subscriber growth, churn, trial-to-paid conversion, ARPU and LTV, and the plan to improve each of them.
- Own pricing and packaging decisions for your portfolio (trial length, tiering, promotional pricing), informed by data and market context.
- Own app store performance, reviews and ratings, identifying issues and opportunities and deciding how to act on them.
- Purchase funnel optimisation - looking at performance through website, app stores and funnels and working with the growth marketing team to improve / direct traffic accordingly.
Portfolio and roadmap ownership
- Set the overall activation calendar and work closely with the Growth Marketing Manager to define the growth plan for each brand in your portfolio.
- Translate your commercial strategy into clear briefs for Growth, Product, Content and Delivery teams, with defined success metrics, and hold teams accountable to them.
- Drive delivery across teams so launches and updates land on time, resolving blockers directly.
- Identify risks to plans or timelines and decide how to respond, escalating to the Chief Brand Officer only where needed.
Creator relationships
- Own the day-to-day and strategic relationship with creators in your portfolio.
- Lead weekly and monthly updates, decks and calls, presenting your commercial plan, performance and recommendations.
- Build trusted, senior-level relationships with creators, acting as their primary advisor on the direction of their app.
- Manage creator and internal Slack channels for your brands.
Reporting and operating rhythm
- Own weekly performance trackers and monthly reporting for your brands.
- Set weekly priorities for your portfolio in line with Genflow priorities.
- Run meetings with clear agendas, send minutes, and brief actions into the wider Genflow team.
- Maintain integrated calendars covering app releases, content, marketing activations and other key dates.
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Required experience and skills
- 3-5 years' experience in a commercial, brand management or growth role, ideally with subscription products or apps, including some experience owning a P&L, budget or commercial plan.
- Confident working with performance data to build and own reporting on subscriber, revenue and retention metrics, and to form independent recommendations from it.
- Strong organisational skills, with the ability to manage multiple brands and stakeholders independently and prioritise without close supervision.
- Confident, senior-facing communicator, able to lead client-facing meetings and advise creators or senior stakeholders directly.
- Experience setting strategy and briefing it to marketing, product or delivery teams, then holding those teams to it through to execution.
- Strong understanding of app subscription mechanics (trials, paywalls, tiering) and comfort using analytics tools to make pricing and retention decisions.
- Instinctive use of AI to unlock insight, create operational efficiencies in how you work, and improve productivity.
- Experience in the creator economy, app subscriptions, ecommerce or agency/portfolio models.
- Experience in Fitness, Nutrition, Wellbeing or digital content products.
- Familiarity with tools such as Webflow, GA4, Klaviyo, RevenueCat, App Store Connect or Google Play Console.
If you love creators, social media and building products people love using every day, and want to own a portfolio and its commercial results, this is the role for you.
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