Results-Driven Performance Marketing Lead

Dynamic Performance Marketing Strategist

We are seeking a results-driven professional to lead our user acquisition and monetization efforts across Android and iOS platforms. This role is ideal for someone with expertise in Google Ads (UAC) and Apple Search Ads, with experience in scaling UA budgets while achieving high ROAS and revenue growth through in-app ads, purchases, and subscriptions.

The successful 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 practices.

Main Responsibilities:

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

Requirements:

• Experience: 3–5+ years of experience in performance marketing, ASO, or mobile user acquisition roles.
  • Demonstrated Success: Demonstrated success in scaling UA spend with positive ROAS, especially across Google Ads and Apple Search Ads.
    • Freemium App Monetization: Experience with freemium app monetization, especially optimizing in-app purchases or subscriptions.
      • Proficiency: Proficiency with Google Ads (UAC) and Apple Search Ads, as well as ASO tools like AppTweak, Sensor Tower, MobileAction.
        • Analytics and Attribution: Analytics platforms such as Firebase, GA4, and attribution tools like Appsflyer or Adjust.
          • Monetization Networks: Understanding of monetization networks like Liftoff, Pangle, IronSource, Unity Ads, etc.
            • Growth KPIs: Deep understanding of mobile growth KPIs including ROAS (D0, D1, D7, D30), LTV (cohort-based), CPA, CPI, CAC, Retention, Paywall Conversion Rate, Churn Rate.
              • Communication and Ownership: Strong ability to build performance-focused creative briefs and communicate insights with cross-functional teams.
                • Self-Motivation and Growth: Self-motivated, growth-oriented, and comfortable taking ownership.
                  • Compliance Knowledge: Strong knowledge of Google Ads and Apple Search Ads compliance policies, especially regarding sensitive app categories like VPN, privacy tools, and utilities.
                    • Policy Enforcement: 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.
                      • Revenue-Driven User Acquisition: Understand how to drive high-quality users who also generate revenue through ad views (e.g. rewarded video, interstitials, banners).
                        • Ad Monetization Ecosystems: Deep understanding of ad monetization ecosystems: including AdMob mediation, AppLovin MAX, Pangle, Unity Ads, Liftoff, and ad formats like interstitials, rewarded video, and banners.
                          • ARPU and Retention Balance: Ability to optimize user acquisition campaigns based on ad revenue per user (ARPU / ARPAU) and retention-monetization balance.

Bonus Requirements:

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

Key Performance Indicators (KPIs):

• ROAS at Key Stages: ROAS at Day 0, Day 1, Day 7, Day 30.
  • LTV by Cohort: LTV by cohort: 7-day, 30-day, and 90-day user value tracking.
    • Retention Metrics: Retention metrics: Day 1, Day 7, Day 30 retention cohorts.
      • Trial Conversion Rate and Subscription Paywall CVR: Trial conversion rate and subscription paywall CVR.
        • Churn Rate and User Subscription Lifecycle Analysis: Churn rate and user subscription lifecycle analysis.
          • CPA, CPI, and CAC Efficiency: CPA, CPI, and CAC efficiency by geo and creative.
            • ARPAU and ARPPU: ARPAU (Average Revenue Per Active User) and ARPPU (for monetized cohorts).
              • Ad Revenue per Install (ARPI): Ad Revenue per Install (ARPI) and eCPM per geo, placement, and network.
                • Ad Impressions per DAU and Fill Rate: Ad impressions per DAU and fill rate (by ad unit/network).
                  • Install-to-Subscription Conversion Rate: Install-to-subscription conversion rate.
                    • DAU/MAU Stickiness Ratio, Session Length, and Frequency: DAU/MAU stickiness ratio, session length, and frequency.
                      • Store Listing CTR and CVR, ASO Keyword Ranking Movements: Store listing CTR and CVR, ASO keyword ranking movements.
                        • Ad → Install CVR: Ad → Install CVR (top-of-funnel conversion performance).
                          • Invalid Traffic Rate / Ad Disapprovals / Policy Violation Flags: Invalid traffic rate / ad disapprovals / policy violation flags.