App Marketing Manager

Somo Media; Delhi; On-site; INR 1,200,000 - 2,200,000; Full time

Job summary

Somo Media in New Delhi seeks an experienced App Marketing Manager to drive growth for mobile apps. You will lead user acquisition, optimization of CPI/CPA, and app store presence through ASO and analytics.

You will manage paid campaigns, collaborate with product and creative teams, conduct A/B tests, and optimize retention and LTV to scale apps across markets. Strong analytical skills are essential.

Qualifications

• Strong knowledge of Mobile App Marketing and User Acquisition.
• Hands-on experience with Google Ads and Meta Ads.
• Understanding of CPI, CPA, CAC, ROAS, LTV, retention, conversion rate, and attribution.
• Experience in campaign optimization and budget management.
• Knowledge of mobile attribution platforms and analytics tools.

Responsibilities

• Develop and execute end-to-end app marketing and user acquisition strategies.
• Plan, launch, and optimize paid campaigns across platforms such as Google Ads, Meta Ads, and other relevant networks.
• Manage app install and conversion campaigns while optimizing CPI, CPA, ROAS, LTV, and CAC.
• Analyze campaign performance and identify opportunities to improve acquisition and monetization.
• Work closely with product and creative teams to develop high-performing ad creatives, videos, banners, and ad copies.
• Conduct A/B testing of creatives, audiences, landing flows, and campaign strategies.
• Monitor app analytics and user behavior to improve retention, engagement, and lifetime value.
• Work on App Store Optimization (ASO), including app titles, descriptions, keywords, screenshots, and ratings/reviews.
• Track and analyze user acquisition funnels from impression → click → install → registration → engagement → revenue.
• Use attribution and analytics platforms to measure campaign effectiveness and user quality.
• Prepare regular performance reports with actionable insights and recommendations.
• Coordinate with product, design, content, and technology teams to execute growth initiatives.
• Stay updated with the latest mobile marketing trends, advertising platforms, privacy changes, and app growth strategies.

Skills

Mobile App Marketing

User Acquisition

ASO

A/B Testing

CPI/CPA optimization

Budget Management

Analytics & Metrics

Attribution

Communication

Stakeholder Management

Education

Bachelor's degree in Marketing/Business/Digital Marketing or related field

Tools

Google Analytics

Firebase

AppsFlyer

Adjust

Branch

Job description

Location: New Delhi

Work Mode: Work From Office (WFO)

Experience: 2 - 3 Years

Employment Type: Full-Time

About the Role

We are looking for a results-driven App Marketing Manager to lead the growth and marketing of our mobile applications. The ideal candidate will have hands-on experience in app user acquisition, performance marketing, app store optimization, campaign management, and analytics.

The candidate will be responsible for developing and executing strategies to increase app installs, user engagement, retention, and revenue while maintaining an efficient Customer Acquisition Cost (CAC).

Key Responsibilities

• Develop and execute end-to-end app marketing and user acquisition strategies.
• Plan, launch, and optimize paid campaigns across platforms such as Google Ads, Meta Ads, and other relevant networks.
• Manage app install and conversion campaigns while optimizing CPI, CPA, ROAS, LTV, and CAC.
• Analyze campaign performance and identify opportunities to improve acquisition and monetization.
• Work closely with product and creative teams to develop high-performing ad creatives, videos, banners, and ad copies.
• Conduct A/B testing of creatives, audiences, landing flows, and campaign strategies.
• Monitor app analytics and user behavior to improve retention, engagement, and lifetime value.
• Work on App Store Optimization (ASO), including app titles, descriptions, keywords, screenshots, and ratings/reviews.
• Track and analyze user acquisition funnels from impression → click → install → registration → engagement → revenue.
• Use attribution and analytics platforms to measure campaign effectiveness and user quality.
• Prepare regular performance reports with actionable insights and recommendations.
• Coordinate with product, design, content, and technology teams to execute growth initiatives.
• Stay updated with the latest mobile marketing trends, advertising platforms, privacy changes, and app growth strategies.

Required Skills

• Strong knowledge of Mobile App Marketing and User Acquisition.
• Hands-on experience with Google Ads and Meta Ads.
• Understanding of CPI, CPA, CAC, ROAS, LTV, retention, conversion rate, and attribution.
• Experience in campaign optimization and budget management.
• Knowledge of Google Analytics / Firebase and mobile attribution platforms such as AppsFlyer, Adjust, or Branch.
• Understanding of App Store Optimization (ASO).
• Strong analytical and data interpretation skills.
• Experience with A/B testing and performance optimization.
• Good understanding of digital advertising and conversion funnels.
• Strong communication and stakeholder-management skills.
• Ability to work in a fast-paced, target-driven environment.

Preferred Qualifications

• Bachelor's degree in Marketing, Business, Digital Marketing, or a related field.
• Experience managing significant paid marketing budgets.
• Experience in scaling mobile apps across India and/or international markets.
• Experience with subscription-based, gaming, entertainment, fintech, e-commerce, or content apps will be an advantage.
• Knowledge of SKAdNetwork, iOS/Android attribution, deep linking, and privacy-related changes is a plus.

Key Performance Indicators (KPIs)

• App Installs and Quality of Acquired Users
• Cost Per Install (CPI)
• Customer Acquisition Cost (CAC)
• Return on Ad Spend (ROAS)
• User Retention
• User Engagement
• Lifetime Value (LTV)
• Conversion Rate
• Revenue Generated from Acquired Users
• Overall App Growth