Responsibilities

• Performance Ownership: Own paid acquisition volume and efficiency against monthly targets. Know where the program stands, what is driving it, and what you are changing to move it.
• Budget Allocation: Decide how spend is distributed across platforms, campaigns and audiences — scaling what is working, cutting what is not, and sizing each move before you make it.
• Campaign Management & Execution: Build, launch, structure and maintain app and web acquisition campaigns across Google Ads, Meta, Apple Search Ads, TikTok, and secondary ad networks.
• Creative & Store Front: Brief, refresh and test ad creative. Build and test App Store custom product pages, and keep the ad, the store page and the destination telling one story.
• Measurement & Tracking: Verify that what the ad platforms report matches what our own analytics show. Maintain conversion events, deeplinks, and UTM and pixel integrity.
• Testing & Results: Define what success looks like before a test launches, read it out on schedule, and make a clear call to scale, stop, or iterate.
• Reporting: Keep weekly and monthly acquisition reporting current, and make a clear recommendation for what should run next.
• Example Week: Monday: Review the week's performance, re-prioritize, and align with the product-funnel Growth Manager on anything crossing between acquisition and the app.
• Example Week: Tuesday: Build and launch — campaigns, creative, store pages, tracking. Make the spend moves.
• Example Week: Wednesday: Read results, make scale/stop calls, set budgets through the weekend, and hand off.

Requirements

• Hands-On Platform Experience: You have personally managed app install and app event campaigns in Google Ads, Meta, and Apple Search Ads — building and optimizing them yourself, not briefing an agency to do it.
• Budget Judgment: You have allocated and paced real paid budget against volume and efficiency targets, and you are comfortable recommending a cut as readily as an increase.
• Mobile Measurement Literacy: SKAdNetwork, deeplinks, custom product pages, store listings, and the attribution gaps that come with all of them.
• Analytical Rigor: You check platform-reported results against an independent source, and you know what to do when the two disagree.
• Concise Communication: You write plainly. A busy stakeholder reads your recommendation once and knows what you want to do and what it costs.
• Comfort with AI & Tooling: Curious and proactive in using AI and automation for analysis, creative production, and reporting to move faster.