Role Overview:

We are looking for a sharp, execution-focused Performance Marketing & Growth Lead to own the full paid marketing function. This is a high-ownership role responsible for driving app growth through performance marketing, retaining and re-engaging users through lifecycle automation, and building organic growth through ASO and SEO.

Key Responsibilities:

1. Performance Marketing - App & Web:

- Own end-to-end paid acquisition across Meta, Google (UAC/PMax) and other channels such as Snapchat, Telegram and X.

- Drive app installs, first orders and repeat purchases, with a strong focus on CAC, ROAS and CPFO.

- Manage creative testing cycles including briefing, reference sourcing and iterations.

- Conduct weekly marketing reviews covering spend, performance, creative learnings and future plans.

- Build and own media plans aligned with monthly and quarterly growth targets.

2. CLM & Retention - CleverTap:

- Own the complete CRM/CLM lifecycle through CleverTap, including push notifications, in-app messages, email and WhatsApp journeys.

- Design and execute retention strategies across key user cohorts including new, lapsing, churned and high-LTV users.

- Conduct A/B testing across messaging, timing and segmentation, and convert successful learnings into automated journeys.

- Monitor uninstall rates, churn signals and cohort-level LTV.

- Own win-back and re-engagement campaigns in coordination with merchandising and in-app offers.

3. ASO & SEO/GEO:

- Own App Store Optimisation (ASO) for both Play Store and App Store, including keyword strategy, metadata, creative assets, ratings and review management.

- Drive organic search strategy with a geo-local focus.

- Track keyword rankings, store listing conversion rates and organic install attribution.

- Coordinate with content and design teams to develop ASO creatives including screenshots, feature graphics and preview videos.

4. Analytics & Reporting:

- Own the marketing analytics stack including AppsFlyer, Firebase, Google Analytics, Google Play Console and CleverTap.

- Prepare weekly marketing reviews covering performance, key learnings and actionable next steps.

- Conduct ad-hoc deep dives such as first-order analysis and cohort-level uninstall analysis.

- Present key insights and recommendations to leadership.