Senior App Marketing Manager

Role Overview

The Senior Manager – Digital Marketing will lead end-to-end performance marketing, app user acquisition, retention, and lifecycle growth strategies for the company’s digital app ecosystem. This role is responsible for driving measurable growth in app installs, engagement, and revenue through data-driven campaigns, full-funnel optimization, and continuous experimentation across paid and organic channels.

Key Responsibilities

1. Performance Marketing & User Acquisition

Plan, execute, and optimize performance marketing campaigns across channels (Google Ads, Meta, Apple Search Ads, Programmatic, YouTube, TikTok, Affiliates, etc.).

Develop and own the user acquisition strategy for app installs and conversions while maintaining efficient CAC and ROAS.

Manage and optimize budgets across channels to maximize growth and ROI.

Continuously test creatives, messaging, and audience targeting to improve performance metrics.

2. App Marketing & Growth

Drive the end-to-end app growth funnel — from acquisition to activation, engagement, retention, and monetization.

Collaborate with product and analytics teams to design and implement growth experiments and A / B tests across app onboarding and user journeys.

Partner with the product and tech teams to enhance app store presence (ASO – App Store Optimization) and conversion rates.

Analyze app analytics (Firebase, Appsflyer, Adjust, Singular, etc.) to derive actionable insights and optimize marketing performance.

3. Retention & Lifecycle Marketing

Lead CRM and retention marketing initiatives across push notifications, in-app messaging, email, and remarketing.

Build personalized user journeys and automation workflows to drive engagement and repeat usage.

Collaborate with data and marketing automation teams to segment audiences and deliver targeted campaigns.

4. Analytics, Measurement & Reporting

Establish and track key KPIs such as CAC, LTV, ROAS, retention rate, churn, DAU / MAU, and conversion rates.

Create regular performance dashboards and present insights to senior leadership.

Implement robust attribution and tracking frameworks to ensure accuracy in campaign measurement.

5. Cross-functional Leadership

Collaborate with product, creative, data, and tech teams to align marketing initiatives with business goals.

Manage and mentor a team of digital marketing specialists and agency partners.

Stay updated with digital marketing trends, tools, and best practices to ensure continuous innovation and competitiveness.

Qualifications & Skills

7–12 years of experience in digital marketing with a focus on performance marketing, app marketing, or growth marketing .

Proven track record in scaling mobile apps through paid and organic channels.

Hands-on experience with marketing platforms

Strong analytical skills with proficiency in Excel, Google Analytics, and data visualization tools (Tableau, Looker, etc.).

Deep understanding of A / B testing, attribution, cohort analysis, and LTV modeling.

Strategic thinker with a bias for execution and data-driven decision-making.

Experience in managing teams and agencies in a fast-paced, high-growth environment.