Company:
- Set up, run and optimise panellist acquisition campaigns across Google Ads, Meta Ads (Facebook and Instagram), TikTok and other digital platforms, driving app installs, registrations, first-survey completion and activation.
- Run targeted campaigns to reach specific demographic and behavioural profiles, addressing the panel shortages and niche audience needs agreed with the Panel Operations & Data Manager, and support tests of web-based acquisition beyond the panel app.
- Optimise performance day to day through audience targeting, creative testing, bidding, conversion optimisation and spend pacing, improving cost efficiency without compromising panellist quality.
- Monitor install fraud and incentive-traffic fraud flags across campaigns and partner set-ups, pausing sources that fail quality checks and sharing flags with the Panel Operations & Data Manager.
Engagement and reactivation
- Run engagement and reactivation sends to agreed segments of existing and dormant panellists, such as push notifications, email and in-app messages, using the segments and success measures set by the Panel Operations & Data Manager.
- Test and optimise the timing, content and frequency of sends to improve participation and cohort retention without over-messaging panellists.
Channels and partners
- Support app store optimisation (ASO) for our app store listings and search optimisation for our panel sign-up pages; website SEO stays with Marketing.
- Work with partners and channels, including paid search, organic social, app review platforms, affiliates and referral partnerships, and support KOL and influencer activity in coordination with Marketing.
- Test emerging and market-specific platforms across Southeast Asia, including local messaging and social apps, use AI-driven tools and automation to improve audience discovery, creative production and campaign efficiency, and recommend new channels and partners where results justify it.
Creative and brand
- Brief and coordinate acquisition creative by market in line with the agreed plan. Local-language creative and copy are produced by market colleagues or agencies; you track creative performance and recommend what to test next.
- Ensure all acquisition creative and copy follow brand guidelines, with Marketing sign-off on new creative.
- Support a monthly sync with Marketing on calendar, creative and spend.
Spend and reporting
- Deliver market-level acquisition plans against the targets for activated new panellists and cohort retention set by the Panel Operations & Data Manager.
- Manage day-to-day spend within agreed budgets, tracking spend, cost per activated panellist and return by channel and market. You will manage the paid acquisition budget day to day.
- Report campaign results regularly to the Panel Operations & Data Manager, using the agreed panel metric definitions, and recommend changes to channels, audiences, creative and spend.
Tracking and collaboration
- Keep acquisition tracking working across mobile and web, including campaign parameters, attribution links, conversion events (app installs, registrations and first-survey completion) and event flow between the app, backend and analytics systems.
- Work with product and engineering teams to set up and maintain attribution, including supporting any future set-up of a mobile measurement partner (MMP) such as AppsFlyer or Adjust, and flag tracking gaps early.
- Work with the Panel Operations & Data Manager, who owns acquisition strategy, metric definitions, campaign measurement and the quality of acquired panellists, on target audiences, demographic shortages and the long-term value of acquired panellists.
Data protection and privacy
- Ensure acquisition, tracking and messaging activities comply with applicable data protection laws, including the Personal Data Protection Act (PDPA), Indonesia's Personal Data Protection (PDP) law and the company's data policy, including consent for tracking and marketing messages and the handling of personal data shared with ad platforms, partners and agencies.
What you will bring
3 to 5 years
of hands-on experience in performance marketing or mobile user acquisition.- Hands-on experience setting up, running and optimising campaigns in Google Ads and Meta Ads, with TikTok Ads Manager a plus.
- Experience driving mobile app installs, registrations and activation through paid campaigns.
- Hands-on use of tracking and attribution tools, including GA4, Firebase, app store consoles, campaign parameters, deep links and SDK events, and the ability to spot and diagnose tracking gaps with technical teams.
- Experience spotting and acting on install fraud and low-quality incentive traffic.
- Experience running engagement, lifecycle or reactivation messaging such as push notifications, email or in-app messages, using push and CRM tools (e.g. Braze, CleverTap or OneSignal).
- Working knowledge of ASO, paid search, social acquisition and emerging digital acquisition channels.
- Ability to analyse acquisition funnels, campaign cohorts and cost per acquisition, and to report results clearly.
- Experience managing day-to-day campaign spend within agreed budgets, ideally across more than one market.
- Comfortable using AI-driven tools and automation to improve campaign execution and performance.
- Analytical, detail-minded and proactive, with a test-and-learn approach and a strong sense of ownership for execution.
Nice to have
- Experience growing consumer mobile apps, loyalty platforms, rewards programmes, online communities or survey panels.
- Exposure to Southeast Asian digital acquisition ecosystems and local platforms.
- Experience with AppsFlyer, Adjust or other mobile measurement partners, including MMP set-up.
- Experience with web-based acquisition and cross-platform conversion tracking.
- Familiarity with data protection and consent requirements for digital marketing in Southeast Asia.
Working arrangements
- Working hours: Flexible, with some overlap with Southeast Asian business hours. The role works with teams across Southeast Asia; India Standard Time (IST) is 1.5 to 2.5 hours behind the Southeast Asian markets we work with.
- Location: Chennai, India
- Work arrangement:
To be confirmed: remote, hybrid or a co-working desk in Chennai
- Travel: None required
- Start date: January or February 2027
