Senior App Growth Marketing Manager
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Job Description
Senior App Growth Marketing Manager at Mixbook overseeing app acquisition and App Store optimization. Leading data-driven strategies to enhance app growth and performance.
Responsibilities:
- Own and scale app acquisition across Apple Search Ads and paid social app campaigns, optimizing toward install efficiency and downstream funnel performance.
- Develop and execute a testing roadmap across audiences, creatives, bidding strategies, and campaign structures.
- Collaborate closely with the Core Performance Marketing team to ensure alignment across channels and campaigns.
- Lead the creative testing strategy and translate performance insights into creative direction.
- Own ASO strategy and execution, including keyword research, metadata optimization, creative strategy, and conversion rate optimization to improve discoverability, relevance, and store conversion.
- Leverage existing tooling (e.g., AppTweak, Appsflyer) to identify opportunities, monitor performance, and inform testing priorities.
- Manage and optimize App Store Product Pages, Custom Product Pages (CPPs), and In-App Events to support seasonal campaigns, promotions, and product launches.
- Lead the strategy and execution of In-App Events and app-specific storefront placements to drive discovery, engagement, and conversion.
- Collaborate with Product Marketing to translate positioning, messaging, and seasonal narratives into effective App Store and in-app experiences.
- Ensure app store assets are aligned with broader marketing initiatives while tailored to app-specific audiences and intent.
- Demonstrate a strong understanding of the app funnel from Open → Purchase, identifying drop-offs and opportunities to improve media conversion and velocity.
- Use a data-first approach to analyze performance drivers and translate insights into action.
- Report on app growth KPIs and test results to key stakeholders, with clear recommendations and next steps.
- Partner closely with Product Marketing, Creative, Product, Data, Lifecycle/CRM, and Core Performance teams to drive cohesive app growth initiatives.
- Partner with Data and Engineering to ensure accurate app measurement and attribution, including validating AppsFlyer event setup, event naming, and data integrity across the app funnel.
- Operate alongside the SEO team (focused on non-app) with clear swim lanes and shared learnings.
- Serve as the app growth subject-matter expert and point of accountability across the organization.
Requirements:
- 7+ years of experience in growth, performance marketing, or mobile app marketing, with direct ownership of app acquisition and optimization, with a strong emphasis on iOS.
- Proven experience managing Apple Search Ads, Google App campaigns and paid social app campaigns with a strong understanding of mobile performance metrics (CPI, CPA, LTV, CVR).
- Strong understanding of mobile app attribution and measurement, including SKAN frameworks, AppsFlyer, and best practices for event taxonomy, attribution windows, and performance validation.
- Hands-on experience with ASO, including keyword strategy, metadata optimization, creative testing, and store conversion optimization.
- Experience owning App Store Product Pages, Custom Product Pages, and In-App Events.
- Strong analytical and problem-solving skills with the ability to use data to drive strategy and day-to-day decision making.
- Experience partnering cross-functionally with Product Marketing, Product, Creative, and Data teams.
- Comfortable operating in a fast-paced, test-and-learn environment with a high degree of ownership and autonomy.
- Excellent communication and presentation skills, with the ability to clearly articulate insights and recommendations.
Benefits:
- Quarterly travel to the San Francisco Bay Area
- West Coast Working Hours
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