App Performance Marketing

Keka Technologies Private Limited; Gurugram District; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Broadway is hiring a Performance Marketing Manager (Application) in Gurugram. The role focuses on paid user acquisition for mobile apps, ROI optimization, and cross-functional collaboration with creative, retention, and e-commerce tech teams.

The candidate will manage budgets, optimize CAC/ROAS, and align media buying with product analytics, ensuring strong app performance across channels and networks.

Qualifications

• 3–4 years of dedicated experience in digital/performance marketing, with at least 2 years on mobile app acquisition.
• Hands-on experience with Meta Ads Manager, Google Ads (UAC), Apple Search Ads.
• Experience with MMPs (AppsFlyer, Adjust, Branch).
• Proficiency in GA4, Mixpanel, Amplitude, or Tableau/Looker Studio.
• Familiarity with Shopify, Magento, or WooCommerce infrastructure.

Responsibilities

• Plan, launch, scale, and optimize end-to-end paid app acquisition campaigns across Meta, Google UAC, ASA, TikTok/Snapchat, and programmatic DSPs.
• Track and optimize CPI, CPA/CAC, ROAS, LTV, retention (D1/D7/D30), and AOV.
• Allocate monthly/quarterly budgets across acquisition and retargeting channels.
• Own configuration and attribution modeling with MMPs.
• Measure post-install behavior and funnel performance via analytics tools.
• Drive ASO and creative testing; coordinate with retention/CRM teams to maximize ROAS.

Skills

Data-driven

Growth mindset

Analytical thinking

Experimentation

A/B testing

Cohort analysis

Tools

AppsFlyer

Adjust

Branch

GA4

Mixpanel

Amplitude

Tableau

Looker Studio

Meta Ads Manager

Google Ads

Apple Search Ads

Job description

Performance Marketing Manager (Application)

3-4 Years

Gurugram

Full-Time

About Broadway

Broadway is a first-of-its-kind experiential retail destination bringing together 200+ digital-first and indie brands across fashion, beauty, lifestyle, and wellness. We create immersive experiences that help customers discover and experience products in a new way

Role Overview

We are looking for a data-driven, growth-oriented App Performance Marketing Professional with 3 to 4 years of hands-on experience in driving paid user acquisition, app installs, and in-app retention for scaling D2C brands.

In this role, you will own paid marketing budgets across app acquisition networks, optimize customer acquisition cost (CAC), scale return on ad spend (ROAS), and improve bottom-of-the-funnel app conversions. You will bridge performance media buying with product analytics, working closely with creative, retention, and e-commerce tech teams.

Key Responsibilities

• Campaign Management: Plan, launch, scale, and optimize end-to-end paid app acquisition campaigns across channels including Meta Ads (App Install Campaigns), Google App Campaigns (UAC), Apple Search Ads (ASA), TikTok/Snapchat, and programmatic/affiliate DSPs.
• Funnel Optimization: Track and optimize key app performance metrics: Cost Per Install (CPI), Cost Per Acquisition/First Purchase (CPA/CAC), Return on Ad Spend (ROAS), Customer Lifetime Value (LTV), Retention (D1/D7/D30), and Average Order Value (AOV).
• Budget Management: Allocate and manage monthly/quarterly marketing budgets effectively across acquisition and retargeting channels to drive scalable growth.

2. Attribution, Tracking & Deep Linking

• MMP Integration: Own configuration, event tracking, and attribution modeling via Mobile Measurement Partners (MMPs) like AppsFlyer, Adjust, or Branch.
• In-App Analytics: Measure post-install behavior, cohort retention, drop-offs, and custom event funnels (e.g., install $\rightarrow$ registration $\rightarrow$ add-to-cart $\rightarrow$ checkout) using Mixpanel, CleverTap, MoEngage, or GA4.
• SKAdNetwork & Privacy Compliance: Maintain tracking accuracy and attribution setup under iOS SKAdNetwork (SKAN 4.0+) and Android Privacy Sandbox constraints.

3. App Store Optimization (ASO) & Creative Strategy

• ASO Execution: Drive organic app downloads by optimizing App Store (iOS) and Google Play Store listings through keyword research, localized screenshots, app preview videos, and A/B testing store listings.
• Creative Testing Framework: Partner with in-house or agency creative teams to build high-converting mobile-first ad concepts (UGC, dynamic product ads, short-form video) and run structured creative testing cycles.
• App Retargeting: Execute paid re-engagement and dynamic retargeting campaigns (e.g., Criteo, Meta Dynamic Ads, RTB House) for lapsed users and abandoned carts.
• Cross-Functional Synergy: Collaborate with Retention/CRM teams (Push Notifications, SMS, WhatsApp) to suppress recent buyers and maximize incremental ROAS.

Requirements & Qualifications

• Experience: 3–4 years of dedicated experience in digital/performance marketing, with at least 2 years focused on mobile app acquisition and scaling D2C/e-commerce brands.
• Core Technical Stack:
  • Paid Channels: Hands-on experience with Meta Ads Manager, Google Ads (UAC), Apple Search Ads.
  • MMPs: AppsFlyer, Adjust, or Branch.
  • Analytics & BI: GA4, Mixpanel, Amplitude, or Tableau/Looker Studio.
  • E-Commerce Platforms: Familiarity with Shopify, Magento, or WooCommerce infrastructure.
• Analytical Capability: High proficiency in data analysis, cohort analysis, pivot tables, and multi-touch attribution modeling.
• Mindset: Experiment-driven approach with a clear methodology for hypothesis testing, A/B testing ad creatives, landing/in-app pages, and custom audiences.

Preferred Qualifications

• Prior experience with an established fast-growing D2C startup in Fashion, Beauty, FMCG, Health & Wellness, or Consumer Electronics.
• Certifications in Google Ads, Meta Blueprint, or MMP Platforms.
• Basic understanding of SQL or BI dashboarding tools.