App Marketing Manager

Overview

About the Role

Paid App Acquisition

• Plan, execute, and scale paid UA campaigns across Meta (AAA/Advantage+), Google (App Campaigns / ACi & ACe), Apple Search Ads, TikTok Ads, Snapchat, and programmatic DSPs.
• Own end-to-end campaign management: targeting, bidding, creative testing, budget pacing, and ROAS optimization.
• Build and scale campaigns optimized for installs, registrations, first purchase, and repeat purchase events.

Attribution & Measurement

• Manage and configure MMPs (AppsFlyer, Adjust, or Branch) — including SDK integrations, event mapping, postbacks, SKAN configuration, and fraud protection.
• Set up and maintain attribution windows, conversion event hierarchies, and deep linking infrastructure.
• Work closely with product/engineering teams to ensure clean event tracking via Firebase, GA4, and the MMP.
• Navigate iOS 14.5+ (ATT, SKAN 4.0) and Android Privacy Sandbox implications for campaign measurement.

Analytics & Reporting

• Build weekly/monthly dashboards covering CPI, CPA, ROAS, LTV, retention curves, and cohort performance.
• Run cohort and funnel analysis to identify drop-offs and optimize the install-to-purchase journey.
• Partner with CRM/lifecycle teams (MoEngage, push, email) to coordinate paid and owned channel impact.

Creative & Experimentation

• Brief, test, and iterate on ad creatives (statics, UGC, video) across platforms.
• Run structured A/B tests on creatives, audiences, landing experiences, and store listings.
• Own ASO basics — keyword optimization, store listing experiments, and conversion rate improvement on App Store and Play Store.

Cross-functional Collaboration

• Coordinate with product, engineering, design, and CRM teams on tracking, deep links, and lifecycle flows.
• Manage external agencies and ad platform reps where relevant.

Required Qualifications

• 4-6+ years of performance marketing experience with at least 3 years focused specifically on mobile app marketing.
• Proven track record of scaling paid app campaigns on Meta and Google App Campaigns with clear ROAS/CAC outcomes.
• Hands-on expertise with at least one major MMP (AppsFlyer strongly preferred; Adjust or Branch also welcome).
• Strong working knowledge of Firebase, GA4, and event-based tracking architecture.
• Deep understanding of SKAN, ATT, deferred deep linking, and privacy-first attribution.
• Strong Excel/Sheets skills; comfort with pivot tables, cohort modeling, and basic SQL is a plus.
• Familiar with ASO principles and tools (e.g., AppTweak, SensorTower, data.ai).
• Excellent analytical thinking and ability to translate data into action.
• Nice to Have
• Experience marketing apps in food delivery, subscription, D2C, or e-commerce verticals.
• Experience with UAE/GCC market dynamics and Arabic-language creative testing.
• Familiarity with CRM/lifecycle tools (MoEngage, CleverTap, Braze, OneSignal).
• Experience running TikTok, Snapchat, and emerging channels for app growth.
• Knowledge of incrementality testing and MMM basics.