Paid Search Lead – App Campaigns

Role Overview

Campaign Management and Optimization

• Plan, build, and optimize app acquisition campaigns across Google App Campaigns, Apple Search Ads, Google Ads, and Microsoft Ads.
• Manage the funnel from installs through registration, funded accounts, and first trade across iOS and Android.
• Optimize bidding, keywords, audiences, creative assets, store listings, budgets, and geographic spend allocation.
• Manage Apple Search Ads placements, Search Match keyword harvesting, negative keywords, and Custom Product Pages.
• Own briefing, testing, rotation, and reporting for video, image, and text creative assets.

Data, Tracking, and Measurement

• Own AppsFlyer tracking, including SDK events, postbacks, OneLink deep linking, and integrations with Google Ads and Apple Search Ads.
• Analyze MMP, advertising platform, and internal BI datasets to identify performance drivers and opportunities.
• Apply app attribution and privacy measurement concepts including SKAdNetwork/AdAttributionKit and conversion value schemas.
• Test creative, campaign structure, bidding, store listings, landing pages, incrementality, and geo-lift where appropriate.
• Work with product, analytics, and engineering teams on event taxonomy and value passback for value-based bidding.

Reporting and Collaboration

• Produce reports covering install, post-install, and revenue metrics with insights, recommendations, and next steps.
• Track performance against forecasts, identify risks and opportunities, and explain reporting discrepancies to stakeholders.
• Collaborate with Paid Social, Programmatic, Analytics, CRM, Acquisition, Creative, Product, ASO, and Finance teams.
• Ensure campaigns are set up, quality-assured, and executed to a high standard.

Skills and Competencies

• Deep expertise in Google App Campaigns, Apple Search Ads, Google Ads, Microsoft Ads, auction dynamics, automated bidding, and app attribution.
• Hands-on knowledge of AppsFlyer or another mobile measurement partner, including event mapping, cohort reporting, deep linking, and fraud protection.
• Knowledge of ATT, SKAdNetwork/AdAttributionKit, conversion values, Android Privacy Sandbox, and privacy-first measurement.
• Strong analytical, numerical, data-handling, cross-channel collaboration, adaptability, and attention-to-detail skills.
• Advanced Excel proficiency, including pivot tables, lookups, and data modelling.
• Familiarity with AI-driven campaign types and automation is advantageous.

Experience Requirements

• A bachelor’s degree in a quantitative, analytical, or business-related field is preferred but not essential.
• At least 4 years of hands-on experience managing paid app acquisition and/or Paid Search campaigns on the buy-side.
• Hands-on experience scaling Google App Campaigns and Apple Search Ads with automated bidding and creative testing.
• Experience with AppsFlyer or another MMP and with post-install KPIs such as CPI, CPA, cost per funded account, ROAS, and LTV.
• Web Paid Search, Performance Max, high-LTV mobile app, regulated industry, Paid Social, SQL, or BigQuery experience is advantageous or preferred.

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