Performance Marketing Specialist (App Growth Focus)

Role & responsibilities

About the Role

We are looking for a highly skilled Performance Marketing Specialist with strong experience in App Growth Marketing. The ideal candidate must be able to drive high-quality app installs, optimize in-app events, boost purchases, and consistently deliver strong ROI and ROAS across Meta Ads, Google Ads, and other paid channels.

Key Roles & Responsibilities
1. App Install & Growth Campaigns

Plan, set up, and optimize App Install campaigns across Meta Ads and Google App Campaigns (UAC).

Scale installs while maintaining low CPI (Cost Per Install) and ensuring high-quality user acquisition.

Target users with high intent and improve install-to-signup and install-to-purchase conversion rates.

2. In-App Events & Purchase Optimization

Optimize campaigns for in-app actions such as registration, login, add-to-cart, checkout, and purchase.

Use event-based bidding strategies to improve in-app event volume and quality.

Leverage Google UAC for in-app event campaigns and Metas App Event Optimization (AEO).

3. ROI & ROAS Management

Monitor and improve ROAS, LTV, CAC, and overall ROI.

Identify high-performing audiences, placements, geo segments, and creatives to scale profitable campaigns.

Optimize budgets to maximize returns from both iOS and Android.

4. Tracking, Analytics & Firebase

Set up, manage, and troubleshoot tracking on Firebase, including in-app events and attribution.

Collaborate with tech teams to implement Conversion API, SDK tracking, and deep linking.

Analyze user behavior data to understand drop-offs and improve the funnel.

5. A/B Testing & Creative Optimization

Conduct A/B experiments on creatives, ad formats, messaging, audiences, and landing flows.

Work with the design team to develop high-performing concepts for install and purchase-driving campaigns.

6. Reporting & Insights

Maintain detailed dashboards for CPI, CPA, ROAS, purchases, retention, and cohort analysis.

Present weekly and monthly performance reports with insights and action plans.

Required Skills & Qualifications

4+ years experience in performance marketing, with at least 2 years in app install & app event optimization.

Strong expertise in Meta Ads, Google UAC, bidding strategies, and audience segmentation.

Deep understanding of CPI, CPA, ROAS, LTV, Retention, Cohorts and attribution models.

Hands-on experience with Firebase Analytics, event setup, and funnel analysis.

Strong analytical skills and ability to take data-driven decisions.

Experience with Conversion API, MMPs (AppsFlyer/Adjust) is a plus.