Job Summary:

The App Promotion Team Lead leads the app promotion function and a team of specialists, translating strategic direction into live, high-performing user-acquisition and app-marketing campaigns. The role

combines hands-on campaign leadership with people management, planning and directing paid, ASO, and owned-channel activity across the app portfolio to grow installs, active users, and retention, while keeping

acquisition consistently within defined Cost Per Acquisition (CPA) and return targets.

Duties & Responsibilities

Team Leadership & Planning

• Lead, coach, and develop a team of promotion / user-acquisition specialists; allocate work, set daily and weekly priorities, and monitor delivery against targets.

• Translate strategic briefs into structured channel and campaign plans across the app portfolio, and brief the team accordingly.

• Own the promotion calendar and workload distribution, ensuring coverage across all active apps and platforms.

• Conduct regular 1:1s and team performance reviews; set individual KPIs for each specialist and track progress against targets.

• Own budget forecasting and reconciliation for the promotion function; report monthly spend, pacing,and ROI to the direct manager.

• Prepare and present weekly and monthly performance summaries to senior management, including insights, risks, and recommended actions.

End-to-End Campaign Execution

• Direct the build, launch, and structural management of paid ad campaigns across digital networks (including Meta, TikTok, Google Ads, Snapchat, and Apple Search Ads), setting standards for account

structure and naming conventions.

• Coordinate with the creative, data, finance, and product teams to align on ad creatives, copy variations, tracking links, reporting standards,



budget reconciliation, and campaign objectives.

• Review and approve the teams campaign setups before launch to ensure quality, consistency, and alignment with brief.

Optimization & CPA Governance

• Oversee daily ad spend and performance across the team to guarantee all campaigns stay within or below target CPA parameters and meet return-on-ad-spend goals.

• Set optimization guidelines for the team bid, budget distribution, audience targeting, and creative rotation and personally handle non-standard or higher-risk optimization decisions.

• Direct A/B split testing, audience segmentation (lookalike, interest, and retargeting tiers), frequency and ad-fatigue monitoring, and rules-based automation (Meta / Google Automated Rules) to enforce

CPA guardrails at scale.

• Identify underperforming ad sets and sudden CPA spikes early, ensuring prompt pause triggers or scaling adjustments to minimize wasted spend.

App Store Optimization (ASO) & Organic Growth

• Oversee ASO across store metadata, creatives, and ratings to improve organic visibility and listingconversion alongside paid activity.

• Stay current on App Store and Google Play algorithm and policy changes, and adjust the ASO approach so the portfolio remains compliant and competitive.

• Track organic-versus-paid install mix and set targets to grow the organic share over time.

Data Integrity & Reporting





• Ensure tracking pixels, custom UTM parameters, and conversion post backs are correctly implemented and verified across the teams campaigns before moving from draft to live.

• Consolidate performance data from ad networks into clear reporting, giving visibility into platform metrics, trends, and recommendations.

• Own first-level troubleshooting of the performance-tracking ecosystem, including third-party attribution tools (e.g. AppsFlyer, Adjust) and postback integrations, and escalate complex issues to

senior team members as needed. Compliance & Partner Management

• Ensure all promotion activity complies with brand guidelines, platform policies, and app-store rules.

• Maintain an up-to-date understanding of each platform's advertising policies and review the team campaigns and creatives before launch to prevent disapprovals or account flags.

• Evaluate and onboard current ad networks or promotion partners, running structured tests and

documenting performance before scaling spend.

• Ensure data-privacy and consent requirements (e.g. ATT, consent management, data-sharing terms)are met across all campaigns and partner integrations.

Stakeholder & Cross-Functional Management

• Serve as the primary point of contact for all cross-functional stakeholders (creative, data, finance,

product) on promotion-related matters, leading alignment meetings and managing deliverable timelines.

• Proactively communicate campaign priorities, blockers, and budget needs to relevant internal teams to ensure smooth execution.

• Manage relationships with external ad network partners and agencies; lead quarterly business reviews and negotiate terms where applicable.

📌 App Promotion Team Lead (Gujarat)
🏢 Mobibox Softech
📍 Gujarat