ASO & Performance Marketing Specialist

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