GLOBAL MOBILE APP RUN MANAGER (F/M)

Lacoste; Paris; On-site; EUR 100,000 - 170,000; Full time

Job summary

A global fashion brand is seeking a Director to lead app strategy and performance. The ideal candidate will manage app operations and deployment while ensuring integration with broader marketing efforts. Responsibilities include analyzing app performance, collaborating with various teams to enhance user engagement, and recommending innovative features based on market trends. This full-time role is ideal for someone experienced in retail and digital marketing, passionate about mobile experiences.

Qualifications

• The ideal candidate has substantial experience in managing app operations.
• 3+ years managing in-app strategy, operations, and animation of a mobile app.
• Experience in app animation and omnichannel integration.

Responsibilities

• Define and secure the deployment of an efficient app animation plan.
• Ensure consistency of app activations driven by various teams.
• Analyze and monitor app performance across international markets.
• Collaborate with the Mobile App Product feature team.
• Recommend enhancements based on market trends, user feedback.

Skills

Fluent in English

Strong analytical capabilities

Strong organizational skills

Excellent communication skills

Experience with third-party solutions

Education

Background in marketing or commercial roles

Tools

App analytics tools

Job description

Location

Paris, Île‑de‑France, France.

Responsibilities

• Define and secure the deployment of an efficient app animation plan with regions, tailored to different markets and aligned with the overall brand vision and marketing calendar.
• Ensure consistency and perfect execution of app activations driven by Media, marketing, commercial, CRM, etc.
• Work closely with transversal teams to align app‑exclusive campaigns and activations with broader brand initiatives.
• Recommend app‑exclusive campaigns, special content needs, and events to engage users and enhance the app experience.
• Feed the Branding digital team using app success data to define the best activations and advantages to launch on the app, thereby increasing engagement.
• Support the media team in push notifications and smart alerts activation plans based on user interests and behaviors.
• Analyze and monitor app performance across international markets, leveraging KPIs to optimize user engagement, retention, monthly active users, conversion rate, etc.
• Collaborate with the Mobile App Product feature team to define strategies that improve functionality and performance while aligning with regional business goals.
• Recommend A/B tests to optimize the app journey and its efficiency.
• Build and share performance dashboards to feed regions and digital product teams for global performance improvement.
• Define and challenge incentives for markets (App download, retention rate, share of sales from the app, etc.).
• Co‑define the app’s e‑merchandising strategy with Global Emerch, optimizing product displays, promotions, and navigation to maximize sales, monthly active user, and session time.
• Recommend product‑exclusive and personalization strategies to boost engagement.
• Collaborate with cross‑functional teams to implement best practices for product assortment, seasonal campaigns, and promotional events.
• Ensure seamless integration of the app within the omnichannel ecosystem, creating synergies between physical stores, e‑commerce platforms, and the app.
• Advocate for the app’s role as a key touchpoint in the customer journey.
• Work with e‑commerce and retail teams to create seamless digital‑to‑physical experiences.
• Support the media team in geo‑targeted offer recommendations when users are near a store or relevant location.
• Recommend enhancements and improvements based on market trends, user feedback, and performance data.
• Stay ahead of mobile trends, competitor activities, and emerging technologies to suggest new features.
• Collaborate with product and tech teams to prioritize and implement updates that enhance functionality and user experience.
• Build and nurture a community of app‑related stakeholders to ensure alignment with business and brand objectives.
• Facilitate knowledge sharing across regions to drive app success globally.
• Build communication with the financial team on app performance for the executive committee.

Qualifications

The ideal candidate has a background in marketing or commercial roles and possesses substantial experience in managing app operations, particularly in a retail or service‑driven environment.

Experience

• Proven track record of at least 3 years managing in‑app strategy, operations, and animation of a mobile app, ideally within a retail environment.
• Experience in app animation, e‑merchandising specificities, app performance optimisation, and omnichannel integration.

Skills

• Fluent in English.
• Strong analytical capabilities to interpret app performance data and drive actionable insights.
• Strong organisational skills with the ability to manage multiple markets and stakeholders simultaneously.
• Excellent communication and interpersonal skills to engage with diverse teams and foster a sense of community.
• Experience with third‑party solutions (search, recommendation, personalization).

Mindset

• Strategic thinker with a customer‑centric approach.
• Proactive, solution‑oriented, autonomous, and innovative, with a passion for mobile experiences and digital excellence.
• Ability to work in a fast‑paced international environment and adapt to evolving business needs.

Seniority level

Director

Employment type

Full‑time

Job function

Product Management & Marketing

Industries

Retail Apparel and Fashion