Experience: 4–7 Years

Employment Type: Full-time

Department: Marketing / Growth

About the RoleWe are seeking a hands-on, results-driven Performance & Growth Marketing Manager with proven experience scaling mobile applications, particularly in the US and Canadian markets.

The ideal candidate combines strong paid acquisition expertise across Meta Ads and Google Ads with practical knowledge of app analytics, conversion optimisation, engagement, retention and revenue growth. They must be able to independently plan, execute, analyse and optimise campaigns across the full user journey—from acquisition and onboarding to activation, monetisation and retention.

This is an execution and growth ownership role, not solely a strategy, coordination or agency-management position.

Key Responsibilities1. Paid Acquisition &

- Performance Marketing

- Plan, launch, manage and optimise campaigns across Meta Ads (Facebook/Instagram) and Google Ads.
- Drive Android and iOS app acquisition, particularly among audiences in the US and Canada.
- Manage targeting, audience segmentation, budgets, bidding, placements and creative testing.
- Monitor CPI, CPA, CAC, ROAS, LTV and conversion quality; scale effective campaigns while controlling costs.
- Optimise for valuable users and business outcomes, not installs alone.

2. App Growth & • Revenue
- Improve registration, onboarding completion, activation, engagement and monetisation.
- Analyse user journeys and conversion funnels to identify drop-offs and growth opportunities.
- Improve subscription, purchase or transaction conversions, where applicable.
- Develop initiatives to increase customer lifetime value and revenue.
- Partner with Product, Design and Engineering to test and improve app experiences.

3. Engagement, Retention & • Lifecycle Marketing
- Build initiatives to increase activation, repeat usage and long-term retention.
- Plan lifecycle campaigns using email, push notifications and in-app messaging.
- Develop behavioural segments, automated journeys, reactivation and win-back campaigns.
- Analyse retention cohorts, churn and engagement data; recommend and measure improvements.

4. Analytics, Attribution & • Tracking
- Use GA4, Firebase and relevant tools to analyse campaign performance and user behaviour.
- Set up, validate and troubleshoot conversion tracking, app SDKs and in-app events with technical teams.
- Understand Meta Pixel, Conversions API and mobile measurement/attribution platforms such as AppsFlyer, Adjust or Branch.
- Track installs, registrations, activation events and revenue actions.
- Build reports and dashboards linking marketing spend to acquisition, conversion and revenue; identify data gaps and improve measurement accuracy.

5. Experimentation & • Conversion Optimisation
- Run A/B tests on audiences, creatives, messaging, landing pages,



onboarding flows and campaign strategies.
- Analyse funnels, develop hypotheses, define success metrics and evaluate test results.
- Implement successful experiments and continuously improve conversion rates and campaign efficiency.

6.

Performance

Creative
- Develop ad concepts, hooks, headlines, copy and messaging for target audiences.
- Create or coordinate static, video, banner and other performance ad variations.
- Use Canva, Figma or similar tools for basic creative production and rapid testing.
- Analyse creative results, address ad fatigue and research competitor ads and market trends.

7.

Growth

Planning &

• Collaboration
- Build and execute practical growth plans aligned with acquisition, retention and revenue goals.
- Prioritise opportunities by impact, effort and available resources.
- Own agreed growth KPIs and provide regular reports with clear, actionable recommendations.
- Collaborate with Product, Design and Engineering in a fast-moving, resource-conscious startup environment.
- Monitor competitor activity, market trends, platform updates and emerging channels.

Required Skills & • Qualifications
- 4–7 years of experience in Performance Marketing, Growth Marketing or Mobile App Marketing.
- Strong, hands-on expertise in Meta Ads Manager and Google Ads, including setup, targeting, budgeting, optimisation and reporting.
- Proven paid acquisition experience for Android and/or iOS applications.
- Practical experience targeting North American audiences, especially the US and/or Canada.
- Experience in startups, growth-stage companies or emerging digital products.
- Strong understanding of app acquisition, activation, engagement, retention and monetisation.
- Ability to optimise for meaningful conversions, paying users and business outcomes—not just installs.
- Working knowledge of GA4, Firebase, in-app event tracking, conversion tracking and mobile attribution.
- Understanding of CPI, CAC, CPA, ROAS, conversion rates, retention, churn and LTV.
- Experience with A/B testing, funnel analysis, conversion optimisation and creative experimentation.
- Ability to independently interpret data, identify issues and implement improvements.
- Strong ad copy and creative concept development skills, communication and cross-functional collaboration.
- Comfortable taking ownership and delivering results independently.

Good to Have
- App Store Optimisation (ASO), including keyword research,



app listing and store conversion optimisation.
- SEO knowledge, including keyword strategy, content optimisation and organic acquisition.
- Experience with subscription apps, recurring-revenue products or multi-sided digital platforms.
- Familiarity with Braze, CleverTap, OneSignal, Customer.io or similar lifecycle/CRM platforms.
- Knowledge of Apple Search Ads, TikTok Ads or other app acquisition channels.
- Understanding of SKAdNetwork, App Tracking Transparency and mobile privacy frameworks.
- Experience with Google Play Console, App Store Connect or mobile attribution tools.
- Basic Canva/Figma skills and experience growing early-stage products with lean budgets.

What Success Looks LikeThe role will be measured by demonstrable improvements in:
- Acquisition efficiency: Lower cost per relevant, high-quality user.
- Activation and conversion: More users completing meaningful actions.
- Revenue: Increased paid conversions and stronger return on marketing spend.
- Engagement and retention: More repeat usage and reduced drop-off or churn.
- Experimentation: Consistent testing and scaling of effective growth initiatives.
- Measurement: Reliable attribution and reporting across acquisition and conversion funnels.

Targets will be agreed based on the product's growth stage, baseline performance and available budget. Ideal Candidate ProfileThe ideal candidate is a hands-on growth marketer who combines paid media execution, analytical thinking, creative experimentation and commercial awareness. They can work independently, spot opportunities and collaborate with product and technical teams to acquire relevant users, improve their experience and drive sustainable growth.

Important: Candidates whose experience is mainly in traditional website marketing, e-commerce advertising, social media management or agency coordination—with no substantial hands-on mobile app acquisition experience—may not be suitable.

Candidate EvaluationShortlisted candidates should be ready to discuss mobile app campaigns they personally managed, including:

- Platforms, target markets and approximate budgets.
- Their direct role in campaign setup, optimisation and analytics.
- Acquisition and conversion results before and after optimisation.
- Examples of improving onboarding, engagement, retention or revenue.
- One growth experiment: its hypothesis, execution and measurable outcome.

Anonymised case studies are welcome. Candidates need not disclose confidential information belonging to previous employers or clients.

Perks and advantages

EPFO

Medical Insurance

Paid Leaves

Medical Leaves

Schedule: Day Shift (Monday to Friday)

If you are interested in the role & if you have the right skill set, we would like to receive your CV at [email protected]

📌 Mobile Apps - Performance & Growth Marketing Manager (Noida)
🏢 Value Creatives
📍 Noida