
ASO & Performance Marketing Specialist
2 weeks ago
Department:
Marketing
Reports To:
Head of Department
Location:
Islamabad
Job Type:
Full-Time
Job Summary:
We seek a dynamic and results-driven Performance Marketing & ASO Strategist to lead our user acquisition and monetization efforts across
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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