Digital Marketing Specialist | Growth Marketing Specialist (Fintech / Mobile App)

We are looking for a hands-on Digital Marketing Specialist with strong expertise in Performance Marketing, Mobile App User Acquisition, Paid Media (Google, Meta, TikTok), Analytics (GA4/Firebase), and Growth Marketing.

Experience in fintech, payments, digital wallets, or mobile app businesses is highly preferred.

***Paid Media — The Full Stack***

– Meta Ads (Facebook + Instagram) — campaigns, audiences, creatives, attribution windows, CAPI

– Google Ads — Search, UAC / App campaigns, Display, YouTube, Performance Max

– TikTok Ads — creative-led campaigns, Spark Ads, lookalike and interest targeting

– Snapchat Ads — especially relevant given the UAE’s high penetration rates

– Apple Search Ads (ASA) — mandatory for any mobile app business; CPP, keyword bidding, creative sets

– LinkedIn Ads — awareness and employer branding when needed

– X (Twitter) Ads — basic proficiency

– Programmatic fundamentals — DSPs, PMPs, viewability, brand safety; you don’t need to run a DSP independently but you need to know when and why to use one

***Mobile App Marketing***

– App Store Optimisation (ASO) — iOS App Store and Google Play; keyword strategy, listing copy, screenshots, A/B tests

– Apple Search Ads — campaign types, CPP structure, keyword match types

– Deep linking — how they work, deferred deep links, why they matter for campaigns, how to troubleshoot

– Mobile user acquisition funnels — install → registration → KYC → first transaction → retention

– Re-engagement and retargeting for lapsed mobile users

***Attribution & Measurement***

– Adjust — campaign tracking, deep links, cohort analysis, fraud filtering, SKAdNetwork (SKAN)

– Multi-touch attribution — understanding different models and their tradeoffs, not just reading dashboards

– Incrementality testing — knowing the difference between correlation and causation in performance data

– UTM discipline — consistent campaign tagging, source/medium/campaign/content/term, and QA

– SKAdNetwork — understanding post-iOS 14 privacy constraints and how they affect reporting

***Analytics***

– GA4 — event schema design, funnel analysis, explorations, audience building, custom reports, BigQuery export

– Firebase Analytics — mobile event tracking, user properties, debug view

– Mixpanel or Amplitude — product analytics, cohort retention, funnel drops; at least one is required

– UTM tracking, campaign tagging, and data hygiene across all tools

– Ability to read and QA data exports and SQL outputs — you don’t need to write complex queries but you need to understand results and flag anomalies

– Insider — journeys, segments, A/B testing, push notifications, in-app messaging, web personalisation, onsite campaigns

– Push notification strategy — timing, frequency capping, copy, deep link targets, opt-in rate optimisation

– Email marketing — automated flows, segmentation, deliverability fundamentals (SPF, DKIM, bounce handling)

– SMS marketing — particularly relevant for emerging-market user bases

– Lifecycle thinking: mapping a user from first install to loyal customer, building flows for each stage, measuring drop-off

– Re-engagement campaigns — win-back flows, churn prediction signals, incentive design

***SEO***

– Technical SEO — crawlability, page speed, Core Web Vitals, structured data, hreflang for multilingual sites

– On-page optimisation — keyword research, content briefs, title/meta, internal linking strategy

– Off-page — backlink strategy, digital PR, local citations

– Tools: Ahrefs or SEMrush (must have hands-on experience with at least one), Screaming Frog, Google Search Console

– ASO as the mobile equivalent of SEO — keyword ranking, listing conversion, review management

– Organic strategy across Instagram, TikTok, LinkedIn, Snapchat, X, and YouTube

– Content calendar management, scheduling tools (Buffer, Hootsuite, Later, or native schedulers)

– Short-form video — understanding what makes content perform on each platform; able to brief creators and UGC partners effectively

– Community management — responding, engaging, escalating when needed

– Influencer and creator partnerships — sourcing, vetting, briefing, tracking results with UTMs and promo codes

– Social listening — brand monitoring, competitor tracking, trend identification

***AI-Augmented Work***

– Claude — for research, campaign analysis, audience insights, and competitive research; daily use, not occasional

– Prompt engineering — knowing how to get reliable, structured output; iterating on prompts based on results

– AI-powered creative tools (AdCreative.ai, Pencil, or similar) — awareness and hands-on experience a strong plus

***Performance Reporting***

– Weekly and monthly reporting across all channels — owned from data pull to insight to recommendation

– CAC, ROAS, CPI, LTV, activation rate, retention rate, D1/D7/D30 — you know what drives each metric

– You act on data.

You don’t just present it.

Nice to Have:-

– Experience marketing a regulated financial product (wallet, remittance, payments, banking)

– UAE, GCC, East Africa, or Latin American market experience

– Bilingual: Arabic or Spanish a strong advantage

– Google Tag Manager — event setup, triggers, debugging

– Affiliate and referral programme management

– Basic HTML/CSS — enough to QA email templates and landing pages

– Experience working in a lean team where you had to own the full function yourself

– A management position — this is a full hands on job!

– An account management role — you are not briefing an external media agency

– A strategy-only role — you are accountable for execution, not just recommendations

– 3+ years in a hands-on digital marketing role (agency or in-house)

– Demonstrable results — be ready to present real campaigns and real numbers at interview

– Fluent English, written and spoken

– Must be based in or willing to relocate to Dubai, UAE

– Must be able to work on-site