Performance Marketing

Job Summary:

We are looking for a dynamic and results-driven Performance Marketing & ASO Strategist to lead our user acquisition and monetization efforts across both Android and iOS platforms. This role is ideal for someone with deep expertise in Google Ads (UAC) and Apple Search Ads, with experience in scaling UA budgets in the 6–7 figure range while achieving high ROAS and revenue growth through in-app ads, in-app purchases and subscriptions.

The ideal candidate will be both strategic and execution-focused—able to run profitable campaigns, improve ad-based LTV, optimize ARPU-driven targeting, shape monetization funnels, and lead App Store growth with advanced ASO and policy-compliant practices.

Key Responsibilities:

As the Performance Marketing & ASO Strategist, you will be responsible for:

• Managing and scaling Google Ads (UAC) and Apple Search Ads for Android and iOS applications.
  • Creating and optimizing campaigns targeting trial and subscription conversion across key geos.
    • Driving full-funnel growth from install to in-app conversion with creative, targeting, and bidding strategies.
      • Analyzing key UA and monetization metrics including ROAS (D0, D1, D7), Cohort LTV, CPA, Paywall CVR, and retention.
        • Conducting ASO for both the Play Store and App Store—keyword research, metadata optimization, creative A/B testing, and localization.
          • Working closely with product and design teams to improve user flows, trial conversion rates, and monetization strategy.
            • Running experiments on pricing, offers, and upsells to increase IAP and subscription revenue.
              • Monitoring competitor activity and keeping app listings aligned with evolving platform guidelines.
                • Regularly reporting on performance insights, campaign impact, and optimization opportunities.
                  • Ensure full policy compliance across all paid campaigns and store assets, particularly for sensitive categories like VPN.

Requirements:

• 3–5+ years of experience in performance marketing, ASO, or mobile user acquisition roles.
  • Demonstrated success in scaling UA spend (6–7 figures) with positive ROAS, especially across Google Ads and Apple Search Ads.
    • Experience with freemium app monetization, especially optimizing in-app purchases or subscriptions.
      • Proficiency with:
        • Google Ads (UAC) and Apple Search Ads.
          • ASO tools such as AppTweak, Sensor Tower, MobileAction.
            • Analytics platforms such as Firebase, GA4, and attribution tools like Appsflyer or Adjust.
              • Understanding of monetization networks like Liftoff, Pangle, IronSource, Unity Ads, etc.
                • Deep understanding of mobile growth KPIs including:

ROAS (D0, D1, D7, D30), LTV (cohort-based), CPA, CPI, CAC, Retention, Paywall Conversion Rate, Churn Rate.

• Strong ability to build performance-focused creative briefs and communicate insights with cross-functional teams.
  • Self-motivated, growth-oriented, and comfortable taking ownership.
    • Strong knowledge of Google Ads and Apple Search Ads compliance policies, especially regarding sensitive app categories like VPN, privacy tools, and utilities.
      • Proven ability to identify, implement, and enforce compliance best practices in ad creatives, store listings, landing flows, and campaign structures to prevent disapprovals or bans.
        • Understand how to drive high-quality users who also generate revenue through ad views (e.g. rewarded video, interstitials, banners).
          • Deep understanding of ad monetization ecosystems: including AdMob mediation, AppLovin MAX, Pangle, Unity Ads, Liftoff, and ad formats like interstitials, rewarded video, and banners.
            • Ability to optimize user acquisition campaigns based on ad revenue per user (ARPU / ARPAU) and retention-monetization balance.

The following are a bonus but not mandatory:

• Experience with additional paid platforms like Meta Ads, TikTok Ads.
  • Exposure to product analytics tools like Mixpanel or Amplitude.
    • Prior experience with apps in VPN, finance, or utility verticals.

Key Performance Indicators (KPIs):

• ROAS at key stages: Day 0, Day 1, Day 7, Day 30
  • LTV by cohort: 7-day, 30-day, and 90-day user value tracking
    • Retention metrics: Day 1, Day 7, Day 30 retention cohorts
      • Trial conversion rate and subscription paywall CVR
        • Churn rate and user subscription lifecycle analysis
          • CPA, CPI, and CAC efficiency by geo and creative
            • ARPAU (Average Revenue Per Active User) and ARPPU (for monetized cohorts)
              • Ad Revenue per Install (ARPI) and eCPM per geo, placement, and network
                • Ad impressions per DAU and fill rate (by ad unit/network)
                  • Install-to-subscription conversion rate
                    • DAU/MAU stickiness ratio, session length, and frequency
                      • Store listing CTR and CVR, ASO keyword ranking movements
                        • Ad → Install CVR (top-of-funnel conversion performance)
                          • Invalid traffic rate / ad disapprovals / policy violation flags
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