AGM - User Acquisition

With 100+ bn minutes streamed annually, 120 minutes of daily average listening time, and 6+ billion total audio plays on our platform, Pocket FM is on a mission to build the world’s largest AI-powered audio streaming platform. Rapidly growing in the US and India, with strong momentum in Europe and LATAM, we are redefining how stories are created, owned, and consumed.What sets us apart?

We’re an AI-first company, leveraging cutting-edge generative AI to transform every part of our ecosystem—from content creation and language localization to marketing, distribution, and monetization. Our in-house AI has already powered 10% of US revenue and is listening through original, AI-generated audio series. We’re also expanding into new storytelling formats like comics and web novels, all built on the foundation of our proprietary AI platforms.

You can get more updates, insights and everything behind the scenes at Pocket FM here - https://xtra.pocketfm.com/

What is the role?

Goal is to scale and optimise spends across external digital marketing channels:

• New User Acquisition
• Reducing existing user churn
• Re-activation of Lapsed Users

You’ll own user acquisition for the US region, and build the playbooks that will define how we grow, monetize, and retain users in one of our most complex markets.

What needs to be solved?

Strategy: Marketing channel strategy

• Evaluate channel/ campaign performance, working with the analytics and business teams
• Experiment with new channels and new products from existing partners
• Babysit and manage the life cycle of UA campaigns from Acquisition to Retention via different channels
• Manage and drive monthly ad spends, balancing performance with stakeholder expectations. A key part of this is to work closely with studios and the business team to align UA strategy with product A/B testing, maintaining a strong creative/playable pipeline, and leveraging data analysis to drive continuous growth. Run A/B tests on creatives, campaigns and audiences
• Build direct publisher/ network relationships where helpful and run pilot campaigns to test feasibility
• Test, launch and scale digital lead generation through programmatic buying

Execution: Marketing operations

• Campaign execution. Design, set up, and optimize campaigns to drive high-quality, cost-effective app installs -tracking and improving core KPIs like CPI, ROAS, Retention, and LTV
• Coordinating with the creative/ production team to launch quirky, audience-centric creatives/ promos
• Working with the third-party agency to get all integrations completed and doing periodic campaign performance reviews.
• Identify and reduce fraud and misattribution across channels
• Agency/ partner management

Enablers:

• Ensure the enablement and maintenance of tracking tags across various client apps and websites
• Report campaign performance weekly to the business team, forecast monthly response volume, and budgets

What We’re Looking For

• 1-3 years of experience with a strong understanding of consumer funnel, consumer cohorts, and targeting; scaling consumer tech or gaming companies
• Media understanding is a primary need. Experience of working with external agencies – Creative Agencies, Media Partners, Research Partners, etc
• We are looking for data-driven people who enjoy solving complex problems through analytical excellence and commercial acumen. Deep experience with attribution models, funnel analysis, ROI/LTV frameworks
• Strong understanding of digital tools across search. performance, social media, reach platforms and where to use what
• Ability to judge creative assets both from a brand strategy as well as aesthetic sense
• Experience of working across the complete marketing mix i.e, new product launches, communication, revenue management, packaging development
• Sharp understanding of creative strategy and the ability to scale high-performing assets
• An experiment-first mindset: bias for action, willingness to test, learn, and pivot quickly
• Hands-on operator - comfortable moving between strategy and execution