Paid Media, Performance Marketing Manager

This is a fully remote position, open to applicants in United Kingdom, +5 more countries.

📋 Description

• Take charge of media purchasing for applications across Apple Search Ads, Google App Campaigns, Meta, TikTok, and programmatic channels.

• Organize campaigns aimed at installation, trial, subscription, and value-based optimization goals.

• Allocate budgets based on return on investment, signal quality, and incremental performance.

• Create and manage web-to-app and app-direct user flows.

• Develop weekly structured testing roadmaps that encompass channels, budgets, optimization events, geographic expansion, and creative inputs.

• Establish and maintain attribution across SKAN, MMPs, and first-party event frameworks.

• Design and fine-tune AEM, Advanced Data, server-side events/CAPI, and event prioritization strategies.

• Reconcile data from platforms, MMPs, and backend subscription systems.

• Communicate any measurement gaps and suggest optimization strategies.

• Map and observe the entire user journey from advertisement to retention.

• Analyze funnel performance using cohort data and model payback periods.

• Modify budget recommendations based on CAC vs LTV, cash flow constraints, subscription composition, and geographic profitability.

• Identify limitations related to store conversion, onboarding, or paywalls and escalate relevant hypotheses.

• Enhance App Store and Play Store listings while monitoring conversion metrics.

• Integrate insights from paid campaigns into ASO strategy and evaluate the impact of store experiments.

• Plan and optimize web funnels for web-to-app or web-subscription pathways.

• Collaborate with tools like RevenueCat, FunnelFox, Web2Wave, or similar platforms.

• Connect advertising expenditures, subscription data, and backend revenue into comprehensive reports.

• Identify and rectify tracking issues.

• Convert performance data into creative inputs and hypotheses.

• Work with Creative Strategists to prioritize tests, establish success metrics, and analyze results.

• Maintain tagging systems and organized learning logs.

• Lead performance evaluations and clarify platform limitations and tracking realities to clients.

• Foster feedback loops among performance, creative, CRM, and product teams.

⛳️ Requirements

• A minimum of 3 years in mobile performance marketing or app growth.

• Direct experience with Meta (App campaigns).

• Direct experience with Google App Campaigns.

• Direct experience with Apple Search Ads.

• Direct experience with TikTok Ads.

• Familiarity with MMPs such as AppsFlyer, Adjust, or Singular.

• Proven experience in scaling subscription apps or trial-based products.

• High comfort level with attribution ambiguity and signal constraints.

• Strong commercial acumen – focused on payback rather than just CPI.

• Comfortable working with SKAN.

• Comfortable working with AEM.

• Comfortable working with CAPI / server-side tracking.

• Capable of logically debugging tracking and event mapping issues.

• Structured, analytical thinker.

• Effective communicator in client interactions.

• Not overly reliant on creative to enhance performance.

🏝️ Benefits

• Competitive salary and performance-based bonuses.

• Comprehensive health and wellness benefits.

• Opportunities for professional development and training.

• Flexible working hours and remote work options.

• Collaborative and innovative work environment.