App Marketing Manager

Somo Media; Delhi; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Somo Media in New Delhi is seeking a results-driven App Marketing Manager to lead the growth and marketing of our mobile applications. The role requires hands-on experience in app user acquisition, performance marketing, ASO, campaign management, and analytics.

You will develop and execute strategies to increase app installs, user engagement, retention, and revenue while maintaining a healthy CAC, and collaborate with product, design, and tech teams to drive scalable growth.

Qualifications

• 2–3 years of experience in app marketing and user acquisition.
• Experience with paid campaigns across Google Ads and Meta Ads.
• Experience with app store optimization (ASO) and analytics.

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 and Meta Ads.
• 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, 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

Google Ads

Meta Ads

ASO

Analytics

A/B Testing

Attribution

Budget Management

Retention

Education

Bachelor's degree in Marketing

Tools

Google Analytics

Firebase

AppsFlyer

Adjust

Branch

Job description

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).

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