About Fareportal Fareportal is the largest privately held online travel company by flight booking volume. Its creative technology, company owned and operated global contact centres, and industry partnerships give customers access to over 500 airlines, a million lodgings and hundreds of car rental companies worldwide. Through consumer brands including CheapOair and OneTravel, customers can book online, through iOS and Android apps, by phone or live chat. Fareportal provides airline partners access to a broad customer base booking high‑yielding international travel and add‑on ancillaries. Role overview Lead app growth for CheapOair and OneTravel across iOS and Android, owning app store optimization, organic downloads and paid app acquisition. Develop and execute a growth plan that increases qualified installs, first bookings, tickets and net revenue within agreed profitability targets. Combine strategic leadership with hands‑on campaign management, creative development and structured testing. Partner with App, Product, Technology, Analytics, Brand, Creative and CRM teams to improve the journey from discovery and download through activation, first booking and repeat use. Growth strategy and leadership
• Own the app acquisition strategy, budgets and forecasts across organic and paid sources; set targets for installs, first bookings, tickets, net revenue and contribution after marketing costs.
• Build a prioritized growth and testing roadmap with clear hypotheses, owners, milestones and success measures. Translate performance gaps into specific actions and investment decisions.
• Lead internal specialists, agencies and external partners; manage delivery, performance and team development.
• Present results and recommendations to leadership, distinguishing platform‑reported performance from evidence of incremental growth. App store optimization and organic growth
• Own ASO strategy and execution across the Apple App Store and Google Play, improving discoverability, store conversion and organic downloads.
• Conduct keyword, competitor and customer research; optimize app names, subtitles, descriptions and keyword fields as appropriate for each store and market.
• Own briefs and testing for app icons, screenshots, preview videos and store messaging; coordinate production,



localization and publishing with Creative and App teams.
• Monitor search visibility, keyword rankings, store visitors, conversion and organic installs by brand, platform and market; diagnose changes and prioritize improvements.
• Grow organic downloads through coordinated website‑to‑app journeys, SEO, email, CRM and brand initiatives. Work with channel owners on app promotion and deep links.
• Coordinate review and rating improvement initiatives with Product and Customer Service, and feed customer feedback into app experience priorities. Success measures Growth in qualified installs, first bookings, tickets and net revenue; improved store and booking conversion; stronger acquisition economics; and consistent delivery of ASO, creative and campaign tests. Paid app acquisition and creative testing Own Google App campaigns and Apple Ads. Meta campaigns remain with a separate Paid Social owner; coordinate on app growth objectives, creative insights and measurement.
• Own strategy and hands‑on execution of Google App campaigns and Apple Ads, including setup, campaign structure, budgets, bids, targeting and keyword optimization where applicable.
• Scale qualified downloads and first bookings using campaign and cohort performance; manage spend pacing and allocate investment across brands, platforms and markets.
• Develop creative briefs covering audiences, customer insights, value propositions, messaging, formats and asset requirements. Manage copy, image and video production and refreshes.
• Run structured tests across creative concepts, assets, campaign settings and relevant app store destinations; define success criteria, document results and scale effective approaches.
• Optimize acquisition economics using cost per install, install‑to‑booking conversion, cost per first booking, net revenue, return on ad spend and payback.
• Evaluate and test additional acquisition channels,



including paid social beyond Meta, such as TikTok and Reddit, and programmatic mobile advertising. Prioritize tests by audience fit, first‑booking economics and payback. Conversion and measurement
• Partner with App and Product teams to improve onboarding, registration and booking conversion; identify funnel friction and agree on prioritized tests and fixes.
• Work with Analytics and Technology to validate attribution, event tracking and deep links across iOS and Android. Reconcile reporting discrepancies and account for privacy‑related measurement limitations.
• Build reporting across organic and paid acquisition, activation, first bookings and repeat value. Use cohorts and appropriate incrementality tests to guide growth decisions.
• Coordinate with CRM on activation, repeat engagement and customer quality. Qualifications
• 10+ years in app growth, mobile acquisition, performance marketing or related roles, with meaningful leadership and budget ownership.
• Demonstrated success growing organic downloads through ASO and improving app store conversion across iOS and Android.
• Hands‑on experience managing Google App campaigns and Apple Ads, with evidence of improving booking or purchase outcomes beyond install volume.
• Experience with keyword research, store optimization, localization and testing tools; additional paid social or programmatic app acquisition experience preferred.
• Strong creative judgment and experience writing briefs, managing asset production and running structured creative tests.
• Strong analytical and commercial skills, including forecasting, funnel analysis, cohort analysis and acquisition economics; working knowledge of mobile measurement platforms, attribution, event tracking and deep linking.
• Ability to lead teams and agencies and deliver across Product, Technology, Creative and CRM. Online travel, marketplace or other transactional app experience preferred. Disclaimer This

job description
is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee. Fareportal reserves the right to change the duties, responsibilities, expectations or requirements at its sole discretion, with or without notice.

📌 Director of App Growth and Acquisition (Gurugram)
🏢 Fareportal
📍 Gurugram