We are seeking a Performance Marketing Manager with proven hands-on experience in digital advertising, paid campaign management, mobile app user acquisition, and analytics-driven marketing.

The candidate will be responsible for planning, executing, monitoring, and optimizing performance marketing campaigns across Meta Ads and Google Ads. The role requires strong analytical skills and practical experience using Firebase Analytics and GA4 to measure app performance, track user behaviour, analyze conversion funnels, and optimize marketing campaigns for better results.

The successful candidate should be comfortable working with campaign data, identifying performance gaps, managing advertising budgets, improving acquisition efficiency, and delivering measurable marketing outcomes.

Key Responsibilities

1. Performance Marketing & Paid Advertising

• Plan, execute, manage, and optimize performance marketing campaigns across Meta Ads and Google Ads.
• Create and manage paid advertising campaigns focused on mobile app installs, user acquisition, conversions, and business growth.
• Develop campaign strategies aligned with marketing objectives, target audiences, and acquisition goals.
• Monitor campaign performance, advertising spend, conversions, and overall return on investment.
• Conduct A/B testing of ad creatives, headlines, copy, audience segments, and campaign strategies.
• Identify opportunities to improve campaign performance, reduce acquisition costs, and increase conversion rates.
• Optimize campaigns based on performance data, audience behaviour, and business requirements.

2. Mobile App Marketing & User Acquisition

• Develop and execute mobile app marketing strategies to increase app downloads, installs, registrations, and active users.
• Manage user acquisition campaigns through Google Ads and Meta Ads.
• Identify relevant audience segments and optimize targeting to attract high-quality app users.
• Analyze the user acquisition journey from ad impressions and clicks to app installs, registrations, and conversions.
• Monitor app install campaigns and evaluate the quality and engagement of acquired users.
• Implement strategies to improve user acquisition efficiency and reduce Cost Per Install (CPI).
• Work towards improving app growth, user engagement, and conversion performance through data-driven marketing.

3. Firebase Analytics & App Analytics

• Use Firebase Analytics to monitor mobile app performance and user behaviour.
• Analyze app events, user engagement, retention, conversions, and important user actions.
• Configure, monitor, and validate app event tracking in coordination with relevant technical teams.
• Analyze user journeys and identify drop-off points within the app conversion funnel.
• Use analytics insights to identify opportunities for campaign optimization and improved user acquisition.
• Monitor important app performance indicators and prepare reports based on analytics data.
• Work with Firebase Analytics and Google Analytics 4 (GA4) to measure campaign effectiveness and user behaviour.

4. GA4, App Event Tracking & Conversion Tracking

• Monitor campaign performance using Google Analytics 4 (GA4) and relevant app analytics tools.
• Track important marketing and app events, including app installs, registrations, sign-ups, purchases, and other defined conversions.
• Ensure accurate measurement of campaign results through appropriate event and conversion tracking.
• Analyze traffic sources, acquisition channels, user engagement, and conversion paths.
• Identify discrepancies between advertising platform data and analytics reports.
• Coordinate with technical or development teams to troubleshoot event tracking and measurement issues.
• Use conversion data to improve campaign targeting, budget allocation, and overall marketing effectiveness.

5. Campaign Attribution & Marketing Funnel Analysis

• Understand and monitor campaign attribution to evaluate the contribution of different advertising channels.
• Analyze the customer acquisition funnel, from ad impressions and clicks to installs, registrations, and purchases.
• Identify conversion bottlenecks and opportunities to improve funnel performance.
• Evaluate the performance of different campaigns, audiences, creatives, and acquisition channels.
• Use attribution and analytics insights to understand campaign effectiveness.
• Support data-driven decisions to improve acquisition quality and marketing performance.

6. Campaign Optimization & Budget Management

• Monitor advertising budgets and optimize campaign spending based on performance.
• Track Cost Per Install (CPI), Customer Acquisition Cost (CAC), conversion rates, and Return on Ad Spend (ROAS).
• Identify underperforming campaigns and implement corrective actions.
• Optimize bidding strategies, audience targeting, ad placements, and campaign structures.
• Conduct regular performance reviews to identify opportunities for improvement.
• Allocate budgets based on campaign performance and business priorities.
• Focus on improving campaign efficiency, conversion performance, and acquisition outcomes.

7. Reporting & Performance Analysis

• Prepare regular reports on campaign performance, advertising expenditure, app installs, conversions, and acquisition costs.
• Track key performance indicators (KPIs), including CTR, CPC, CPI, CAC, conversion rate, and ROAS, where relevant.
• Analyze performance trends and provide actionable recommendations.
• Present campaign insights and optimization opportunities to management.
• Maintain accurate campaign data and performance records.
• Use analytical insights to support marketing decisions and improve campaign outcomes.

8. Collaboration & Marketing Strategy

• Coordinate with creative, content, product, and technical teams to improve campaign performance.
• Provide inputs for ad creatives, campaign messaging, and audience-specific marketing strategies.
• Work with app development or technical teams to resolve analytics and tracking issues.
• Support the development of scalable mobile app user acquisition strategies.
• Stay updated with changes in Meta Ads, Google Ads, Firebase Analytics, GA4, and mobile advertising practices.

Candidates must have hands-on experience in the following areas:

1. Meta Ads: Facebook Ads, Instagram Ads, paid social campaigns, audience targeting, campaign optimization, and conversion campaigns.
2. Google Ads: Google advertising campaigns, app promotion campaigns, paid search or relevant campaign formats, conversion optimization, and budget management.
3. Mobile App Marketing: Mobile app promotion, app install campaigns, app growth, and user acquisition.
4. Firebase Analytics: App analytics, event tracking, user engagement analysis, and conversion measurement.
5. Google Analytics 4 (GA4): Traffic analysis, user behaviour, event reporting, acquisition reports, and conversion tracking.
6. App Event Tracking: Tracking important user actions and validating app events.
7. Attribution: Understanding the sources and contribution of different marketing campaigns to app installs and conversions.
8. Conversion Tracking: Measuring campaign conversions and evaluating marketing effectiveness.
9. Campaign Optimization: Improving campaign performance through testing, analysis, targeting, and budget optimization.
10. Funnel Analysis: Understanding user journeys, identifying drop-offs, and improving conversion performance.
11. Performance Metrics: Working knowledge of CAC, CPI, ROAS, CPC, CTR, and conversion rates.

Preferred Industry Experience

Experience in one or more of the following industries will be preferred:

• Mobile App Industry: App install campaigns, user acquisition, app engagement, and mobile growth marketing.
• EdTech Industry: Digital marketing campaigns for educational applications, online learning platforms, and subscription-based learning products.
• Gaming Industry: Mobile game promotion, player acquisition, app installs, and campaign performance optimization.
• Subscription-Based Products: Customer acquisition, subscription conversions, user engagement, and revenue-focused marketing campaigns.