App Search Optimization Manager

Responsibilities:

• Own growth for global products used by customers in 150+ countries.
• Directly influence business decisions through data-driven insights and growth strategy.
• Partner closely with the CMO to define growth priorities, marketing investments, and long-term growth initiatives.
• Drive end-to-end growth across user acquisition, activation, retention, monetisation, and brand growth.
• Work across product, engineering, design, marketing, and AI teams to solve high-impact business challenges.
• Lead experimentation at scale by designing and executing growth experiments that improve key business metrics.
• Leverage AI to accelerate analytics, automate workflows, and unlock new growth opportunities.
• Mentor junior growth analysts and help build a high-performance, data-driven growth culture.
• Build products with global impact while working in a fast-moving, product-first organisation focused on innovation and measurable outcomes.

Growth Strategy and Business Ownership:

• Own key growth metrics, including user acquisition, activation, retention, conversion, and revenue across mobile and web products.
• Develop and execute data-driven growth strategies aligned with business objectives.
• Identify growth opportunities, prioritise initiatives, and drive measurable business outcomes.
• Present growth insights, recommendations, and performance updates directly to the CMO.
• Own revenue growth targets in partnership with product and marketing teams.
• Drive initiatives that improve profitability, customer lifetime value, and marketing efficiency.

Product and Growth Analytics:

• Analyse user behaviour, conversion funnels, retention cohorts, and revenue performance using product analytics platforms.
• Build executive dashboards and define key performance indicators (KPIs) for business and product growth.
• Identify growth bottlenecks and recommend actionable solutions backed by data.
• Leverage Mixpanel, Firebase, Looker Studio, and other analytics tools to support strategic decision-making.

Performance Marketing Optimisation:

• Own the performance and optimization of growth channels, including Google Ads, Apple Search Ads, Meta Ads

Responsibilities include:

• Optimise campaign performance to maximise ROAS and profitability.
• Analyse CAC, CPI, CPA, LTV, payback period, and marketing ROI.
• Recommend budget allocation across acquisition channels based on business impact.
• Continuously improve campaign efficiency through experimentation and data analysis.

App Store Optimisation (ASO):

• Develop and execute ASO strategies to improve app visibility and conversion.
• Own keyword research, ranking analysis, competitor benchmarking, and listing optimisation.
• Analyse ratings, reviews, and user feedback to identify product and growth opportunities.
• Collaborate with product and design teams to improve store conversion rates.

Product Growth and Conversion Optimisation:

• Analyse user journeys and identify opportunities to improve activation, engagement, and subscription conversion.
• Collaborate with product, design, and engineering teams to optimise user experience.
• Recommend product improvements based on behavioural analytics and customer insights.
• Drive initiatives to improve onboarding, paywall performance, and monetisation.

Growth Experimentation:

• Design, execute, and analyse A/B tests across acquisition, activation, retention, and monetisation funnels.
• Develop hypotheses, define success metrics, and evaluate experiment outcomes.
• Build a culture of continuous experimentation and data-driven optimisation.
• Scale successful experiments into repeatable growth initiatives.

Brand and Organic Growth:

• Develop strategies to increase branded search volume, direct traffic, and organic user acquisition.
• Analyse brand awareness initiatives and measure their impact on business growth.
• Identify opportunities to strengthen long-term organic growth channels.
• Collaborate with marketing and content teams to improve brand visibility and customer acquisition.

Competitor and Market Intelligence:

• Monitor competitor products, pricing, marketing strategies, and growth initiatives.
• Analyse industry trends and identify emerging growth opportunities.
• Benchmark product and marketing performance against competitors.
• Present actionable competitive insights to support strategic planning.

Leadership and Cross-functional Collaboration:

• Mentor and support junior growth analysts in their professional development.
• Collaborate with Product, Engineering, Design, and Marketing teams to execute growth initiatives.
• Drive cross-functional projects that improve customer acquisition, engagement, and retention.
• Promote data-driven decision-making across the organisation.

AI-Powered Growth:

• Leverage AI tools to accelerate market research, data analysis, reporting, and growth experimentation.
• Identify opportunities to automate repetitive growth workflows using AI.
• Evaluate emerging AI technologies that can improve marketing efficiency and product growth.
• Champion AI-driven best practices within the Growth team.

Requirements:

• Bachelor's degree in engineering, computer science, information technology, business analytics, statistics, marketing, or a related field.
• 3-8 years of experience in product growth, growth marketing, performance marketing, mobile app growth, or a similar analytical growth role.
• Proven experience managing and optimising growth across one or more acquisition channels, including Google Ads, Apple Search Ads, Meta Ads, ASO, SEO, or lifecycle marketing.
• Strong hands-on experience with Mixpanel, Firebase Analytics, Google Analytics 4 (GA4), and Looker Studio for product and marketing analysis.
• Strong understanding of growth metrics such as CAC, CPI, CPA, ROAS, LTV, retention, activation, conversion rate, payback period, and revenue growth.
• Demonstrated experience designing, executing, and analysing A/B tests and growth experiments.
• Strong analytical and problem-solving skills with the ability to convert complex data into clear business recommendations.
• Experience collaborating with Product, Engineering, Design, and Marketing teams to deliver measurable business impact.
• Experience mentoring or guiding junior team members is preferred.
• Passionate about consumer internet products, AI-powered tools, and data-driven growth.

Skills

ASO, Apple Search Ads, Firebase, GA4, Google Ads, Google Analytics, Looker, Meta Ads, Mixpanel, SEO, app store optimization