About the role

We run a consumer education app for Indian aspirants, where almost every rupee of paid spend has to translate into an install, an activation, and eventually a subscription. We're looking for someone who has actually pushed app budgets at scale — not someone who has only run lead-gen or e-commerce campaigns and is hoping app is similar. It isn't.

You'll own paid acquisition end to end, with Meta as the primary channel and Google App Campaigns as the secondary one, and you'll own the measurement layer that tells us whether any of it worked. If you like being the person who can both scale a campaign and explain why the dashboard numbers disagree, this is your seat.

What will you own ?

Paid acquisition (≈60% of your time)

- Meta is your main account. Own day-to-day management of Meta app campaigns — budgets, bids, app install vs. app event / value optimisation, Advantage+ vs. manual structures, audience and placement decisions, geo and language splits.
- Own Google App Campaigns as the secondary channel — installs and in-app action campaigns, asset groups, and target CPA management. Expected to be competent here, not necessarily to have lived in it.
- Build and run the creative testing engine: brief, ship, and read out video and static tests at a steady weekly cadence. On app channels, creative is the targeting lever — you'll be judged on velocity here.
- Manage the funnel past the install: install → activation → trial → paid subscription. Optimise toward downstream events.
- Run structured experiments (audiences, bidding types, creative concepts, store listing variants) and write up what we learned.
- Partner with content and design on ad concepts in Hindi, English, and Hinglish.

Tracking & analytics (≈40% of your time)





- Own the event and conversion setup end to end — Meta SDK events and server-side conversions via CAPI first, plus Google Ads conversion imports and GA4 configuration.
- Be the person who reconciles platform-reported numbers against in-app and backend data, and can explain the gaps credibly.
- Build and maintain reporting: spend, CAC, cohort retention, LTV, and payback by channel and campaign, surfaced weekly to the team.
- Work with engineering to spec new events and fix broken ones. You should be able to write a explicit tracking requirement, not just report that something looks off.
- Keep an eye on store-side performance too — Play Store listing experiments, conversion rate, and how organic and paid interact.

What we're looking for ?

Must-haves

- 2–4 years running paid acquisition for a mobile app, with deep hands-on ownership of Meta app campaigns — you've built the structures, made the bidding calls, and scaled the budget yourself.
- Working knowledge of Google App Campaigns, or clear evidence you can pick it up fast. It's a real part of the job, just not the bigger half.
- Have personally managed a monthly app budget of a reasonable scale and can talk through what you did when CPI or CAC moved against you.
- Solid grasp of mobile attribution: how app campaigns actually optimise, what a modelled conversion is, and why platform numbers rarely tie out.




- Comfortable in GA4 and campaign dashboards; can build a report from raw data rather than waiting for one.
- Strong Excel/Sheets — pivots, cohort tables, and enough structure to make a cohort payback model.
- Clear written communication. You'll be writing analyses, not just pulling screenshots.

Nice-to-haves

- Consumer subscription or edtech experience, especially with Indian audiences.
- Google Analytics and Meta Analytics, comfortable working across both and reconciling what they report.
- Experience with server-side conversion setups — Meta CAPI especially, Google enhanced conversions secondarily.
- Have written ad copy or briefed video creative yourself.

Who this isn't for

- Someone whose experience is entirely web lead-gen or e-commerce.
- Someone who has only managed campaigns through an agency and hasn't been inside the account.

What success look like ?

- First 30 days: You know our account structure, our event taxonomy, and where our numbers currently disagree. You've shipped your first creative test batch.
- First 90 days: You own the campaigns outright, and weekly reporting runs without anyone chasing you. At least one meaningful CAC or conversion-rate improvement is attributable to something you changed.
- First 6 months: You've built a testing cadence that produces compounding wins, and the team trusts a single set of numbers because you built and defended it.

Why Join ? You'll have real budget ownership from month one, direct access to product and engineering, and a growth function small enough that your work is visible and slow decisions don't happen. If you want to go deep on app growth rather than being one more person on a large media team, this is the right size of problem.

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