App Performance Marketing Specialist / Digital Acquisition Manager

Job Description

Position: App Performance Marketing Specialist / Digital Acquisition Manager (Apps) Location: Mumbai Experience: 49 years in performance marketing or mobile app acquisition roles Employment Type: Full-time Key Responsibilities: (Must Have) App User Acquisition: Drive quality installs and app sign-ups through performance marketing campaigns across Google Ads (UAC), Meta, Display Ads, Affiliates, Programmatic, and other relevant channels. Campaign Strategy & Execution: Plan, launch, and scale paid campaigns across platforms with clear KPIs around CPI, CPA, CAC, and ROAS. Budget Management & Optimization: Manage campaign budgets efficiently and optimize for best cost-efficiency while maintaining scale and quality. Conversion & Attribution Tracking: (Must Have) Set up and manage end-to-end tracking using tools like AppsFlyer, Branch, Adjust, or similar. Ensure proper implementation of tracking pixels, SDKs, and UTMs for accurate attribution. Analytics & Reporting: Analyze performance data daily to extract actionable insights. Create regular reports on performance metrics, user behavior, cohort analysis, and channel contribution. Collaboration & Coordination: Work closely with product, creative, and tech teams to align on campaign goals, creative assets, and landing page optimization. Required Skills & Qualifications: Proven track record of executing and scaling app marketing campaigns for Apps across digital channels. Strong hands-on experience with Google UAC, Meta Ads, DV360, affiliate networks, and programmatic platforms. Deep understanding of mobile attribution and analytics platforms (AppsFlyer, Branch, Firebase, etc.). Proficient in setting up and troubleshooting tracking, SDK integrations, and conversion events. Ability to analyze data to optimize campaigns for lower cost-per-install and better retention. Experience working with performance KPIs like CPI, CPA, CAC, ROAS, LTV, etc. Familiarity with A/B testing, creative testing, and funnel optimization strategies. Comfortable working in a fast-paced, growth-oriented environment. Good to Have: Experience in fintech, gaming, or high-growth B2C apps. Knowledge of ASO and organic growth strategies. Experience with retargeting and remarketing campaigns.