Associate Director - Performance

Initiative MENA; Dubai; On-site; AED 600,000 - 900,000; Full time

Job summary

Initiative MENA in Dubai is seeking an Associate Director - Performance Marketing to lead and execute data-driven strategies across paid media, with a focus on app growth, ROI, and client outcomes. You will manage cross-functional teams, mentor professionals, optimize campaigns using GA4, AppsFlyer, and DV360, and present performance roadmaps to senior stakeholders.

This is a senior role requiring deep analytics, experimentation, and proven growth across industries while maintaining exceptional

Qualifications

• Minimum 8 years of experience in Performance Marketing, Digital Media, or Growth Marketing within an agency or client-side environment.
• Proven expertise across Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, DV360, and other performance media platforms.
• Strong understanding of mobile app marketing, attribution platforms (AppsFlyer, Adjust, Branch), and app optimization strategies.
• Experience working with Google Analytics 4 (GA4), Looker Studio, and other analytics/reporting tools.

Responsibilities

• Develop and lead integrated performance marketing strategies focused on app installs, app registrations, app LTV and revenue growth.
• Lead generation and customer acquisition campaigns with a focus on cost efficiency and conversion quality.
• Collaborate with clients to improve lead quality through audience targeting, landing page recommendations, and conversion optimization.
• Present campaign performance, quarterly business reviews, growth strategies, and performance roadmaps to senior stakeholders.
• Lead, coach, and mentor Performance Managers and Specialists.

Skills

Strong analytical mindset

Stakeholder management

Leadership & mentoring

Campaign management

Tools

Google Ads

Meta Ads

TikTok Ads

LinkedIn Ads

DV360

AppsFlyer

Adjust

Branch

GA4

Looker Studio

Job description

The Associate Director - Performance Marketing is responsible for leading the development and execution of data-driven performance marketing strategies that drive measurable business growth across paid media channels. This role has a strong focus on client management, app growth, team management, account onboarding and conversion optimization, ensuring campaigns are aligned with client commercial objectives and performance KPIs.

The successful candidate will combine strategic thinking with hands‑on performance expertise, leveraging analytics, experimentation, and optimization to maximize ROI. They will act as a senior client partner, leading performance discussions, managing cross‑functional teams, and mentoring junior talent while ensuring best‑in‑class campaign delivery across multiple accounts.

Key Responsibilities

Performance Marketing Strategy

• Develop and lead integrated performance marketing strategies focused on app installs, app registrations, app LTV and revenue growth.
• Build full‑funnel acquisition strategies across Mobile through Paid Search, Paid Social, Display, Programmatic and Affiliate networks.
• Identify growth opportunities through audience segmentation, attribution analysis, and channel expansion.
• Stay ahead of industry trends, platform updates, and emerging technologies to continuously improve performance capabilities.

Lead Generation & Customer Acquisition

• Drive high‑quality App campaigns with a strong focus on cost efficiency and conversion quality.
• Optimize campaigns towards business KPIs including CPI, CPE, CAC, ROAS, LTV, and revenue.
• Collaborate with clients to improve lead quality through audience targeting, landing page recommendations, and conversion optimization.
• Lead app acquisition strategies across iOS and Android.
• Optimize campaigns for installs, registrations, in‑app events, subscriptions, and purchases.
• Work closely with attribution platforms such as AppsFlyer, Adjust, or Branch to measure and improve campaign effectiveness.
• Analyze user behaviour, retention, cohort performance, and lifetime value to drive scalable app growth.

Data, Analytics & Optimization

• Translate data into actionable insights and strategic recommendations.
• Build performance reports and executive‑level presentations highlighting key trends and optimization opportunities.
• Design, execute, and evaluate A/B tests across creatives, audiences, landing pages, bidding strategies, and user journeys.
• Monitor campaign health daily and proactively identify optimization opportunities to maximize performance.
• Serve as the senior day‑to‑day contact for performance marketing engagements.
• Build trusted client relationships through strategic consultation and proactive recommendations.
• Present campaign performance, quarterly business reviews, growth strategies, and performance roadmaps to senior stakeholders.
• Clearly understand client businesses, commercial objectives, and industry dynamics to deliver tailored performance solutions.
• Lead, coach, and mentor Performance Managers and Specialists.
• Ensure high standards of campaign execution, optimization, and reporting across the team.
• Support resource planning, workload management, and professional development of team members.
• Foster a culture of innovation, accountability, and continuous learning.
• Coordinate with Strategy, Creative, Analytics, Data Science, SEO, CRM, and Client Services teams to deliver integrated campaigns.
• Manage multiple projects simultaneously while maintaining quality and meeting deadlines.
• Ensure seamless communication between clients and internal stakeholders throughout campaign lifecycles.

Skills & Experience

• Minimum 8 years of experience in Performance Marketing, Digital Media, or Growth Marketing within an agency or client‑side environment.
• Strong expertise across Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, DV360, and other performance media platforms.
• Proven experience managing lead generation and customer acquisition campaigns across multiple industries.
• Strong understanding of mobile app marketing, attribution platforms (AppsFlyer, Adjust, Branch), and app optimization strategies.
• Experience working with Google Analytics 4 (GA4), Looker Studio, and other analytics/reporting tools.
• Deep understanding of attribution models, conversion tracking, pixels, APIs, and measurement frameworks.
• Strong analytical mindset with experience interpreting complex datasets and making data‑driven decisions.
• Excellent stakeholder management and client presentation skills.
• Demonstrated ability to lead teams, mentor talent, and manage multiple high‑profile accounts.
• Experience managing sizeable media budgets while consistently delivering measurable business outcomes.