Key Responsibilities: 1. Web & App Campaign Strategy & Execution: a. Develop and execute integrated performance marketing campaigns across web and app platforms, utilizing channels such as Google Ads, Facebook/Instagram Ads, Apple Search Ads, and display networks. b. Manage and optimize campaigns for both user acquisition (UA) and revenue generation on both web and mobile platforms. c. Implement cross-channel strategies to drive traffic, increase conversions, and maximize ROI. d. Continuously monitor and optimize for performance metrics such as Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), Cost Per Install (CPI), and Lifetime Value (LTV). 2. Data-Driven Optimization & Reporting: a. Use data from both web and app analytics tools (e.g., Google Analytics, Firebase, Appsflyer etc.) to measure campaign performance and identify optimization opportunities. b. Provide detailed reports and insights on campaign performance, identifying trends, challenges, and opportunities to stakeholders. c. Leverage A/B testing methodologies to refine ad creatives, targeting, and bidding strategies for both web and mobile campaigns. d. Monitor user journey across platforms (web and app) to optimize the overall funnel and drive better conversion rates. 3. Creative Development & Campaign Enhancement: a. Collaborate with creative teams to develop high-converting ad creatives (e.g., banners, videos) for both web and mobile platforms that resonate with target audiences. b. Optimize campaign targeting, bidding strategies, and budget allocation for maximum impact on both web and app channels. c. Lead the testing and iteration of campaigns to identify best-performing assets and strategies for scaling. 4. Collaboration with Cross-Functional Teams: a. Work closely with product, design, and tech teams to align on campaign goals, target audiences, and promotional strategies across both web and mobile platforms. b. Provide input and recommendations on App Store Optimization (ASO) and web landing page optimization to enhance conversion rates and user experience. c. Support the development of cross-platform marketing initiatives and seasonal campaigns. 5. Budget & Resource Management: a. Manage the overall budget for web and app marketing campaigns, ensuring efficient spend allocation and optimization for the highest return. b. Make data-driven decisions to shift budget across channels and platforms based on campaign performance. Desired Qualifications: Masters degree in marketing, Business, or related field. 5+ years of experience with cross-platform campaigns (web and app) and advanced targeting techniques. Familiarity with automation tools and bid management platforms is a plus. Knowledge of customer journey mapping and optimizing the user experience across web and app.
