Growth Manager – Apps
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Job Description
Growth Manager responsible for performance-driven user acquisition for mobile apps at a global consultancy. Collaborate on media buying and measurement strategies for effective growth.
Responsibilities:
- Own media buying for apps across the appropriate channel mix (Apple Search Ads, Google App Campaigns, Meta, TikTok, programmatic).
- Structure campaigns correctly for app objectives (install, trial, subscription, value-based optimisation).
- Allocate budgets based on payback, signal quality, and incremental performance — not vanity metrics.
- Design and manage both web-to-app and app-direct flows, choosing routing based on economics and tracking reliability.
- Build weekly structured testing roadmaps (channel, budget, optimisation event, geo expansion, creative inputs).
- Set up and maintain reliable attribution across:
- SKAN
- MMPs (e.g., AppsFlyer, Adjust, Singular)
- first-party event frameworks
- Understand the limitations of:
- probabilistic vs deterministic attribution
- SKAN vs AEM vs platform-reported metrics
- Design and refine signal strategies:
- AEM configuration
- Advanced data (ADC)
- server-side events / CAPI
- event prioritisation
- Reconcile platform data vs MMP vs backend subscription data.
- Communicate measurement gaps and propose realistic optimisation paths.
- Map and monitor the full user journey:** ad → store/web → install → onboarding → trial → subscription → retention
- Diagnose performance issues across the funnel using cohort data.
- Model payback periods by cohort (D0, D7, D30+).
- Adjust budget recommendations based on:
- CAC vs LTV
- cash flow constraints
- subscription mix
- geographic profitability
- Identify when store conversion, onboarding friction, or paywall design is limiting scale — and escalate with clear hypotheses.
- Optimise App Store and Play Store listings (screenshots, previews, metadata, localisation).
- Monitor install-to-open and open-to-trial conversion.
- Feed paid learnings into ASO strategy.
- Track impact of store experiments on downstream performance, not just installs.
- Plan and optimise web funnels supporting web-to-app or web-subscription flows.
- Work with tools such as RevenueCat, FunnelFox, Web2Wave (or equivalents).
- Connect ad spend, subscription data, and backend revenue into unified reporting.
- Identify tracking breaks and solve them with structured approaches.
- Translate performance data into clear creative inputs and hypotheses.
- Lead performance reviews clearly and confidently.
- Explain platform limitations and tracking realities to clients.
- Maintain short feedback loops across performance, creative, CRM, and product teams.
- This role evolves into **Growth Lead (Apps)**, shaping how Aperture scales acquisition, signal quality, and monetisation for mobile-first businesses.
Requirements:
- 3+ years in mobile performance marketing or app growth.
- Hands-on experience with:
- Meta (App campaigns)
- Google App Campaigns
- Apple Search Ads
- TikTok Ads
- Experience using MMPs such as AppsFlyer, Adjust, or Singular.
- Demonstrable experience scaling subscription apps or trial-based products.
- Deep comfort with attribution ambiguity and signal constraints.
- Strong commercial judgement — you think in payback, not just CPI.
- Comfortable working with:
- SKAN
- AEM
- CAPI / server-side tracking
- Able to debug tracking and event mapping issues logically.
- Structured, analytical thinker.
- Clear communicator in client settings.
- Not reliant on creative to save performance.
- This is a performance-first, algorithm-aware, economics-driven role.
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