Performance Marketing Specialist, Mobile

About the role

The specialist in this role owns the strategic direction and execution of all mobile user acquisition initiatives for the company. You are responsible for leading large-scale advertising efforts that directly contribute to the top-line growth of the business. This position requires a data-driven mindset where you analyze performance metrics to iterate and improve campaign efficiency continuously. You will manage substantial financial resources and optimize spend to ensure the highest possible return on advertising investment. The role demands close collaboration with cross-functional teams to align marketing objectives with broader business goals. You will act as the key decision-maker regarding channel allocation and bidding strategies for mobile campaigns. Ownership of the full marketing funnel from acquisition to retention optimization is central to this position. You will leverage advanced analytical techniques to dissect performance data and uncover actionable insights.

Key facts

What you'll do

• Architect and deploy high-impact mobile advertising campaigns across Google, Meta, Apple Search Ads, and TikTok platforms.
• Drive strategic initiatives to prioritize ROAS above all other metrics to meet and exceed mobile user acquisition targets.
• Govern the integrity of marketing data by overseeing attribution models and ensuring data accuracy using AppsFlyer and similar tools.
• Lead the creative development lifecycle by briefing cross-functional teams and validating the effectiveness of ad copy and video scripts.
• Utilize artificial intelligence tools for advanced campaign optimization, automated copy generation, and in-depth performance analysis.
• Champion fraud detection protocols to identify and mitigate mobile ad fraud vectors such as SDK spoofing and sophisticated click injection attacks.
• Conduct independent data analysis using SQL, Looker, and Tableau to transform raw data into strategic recommendations.
• Establish testing frameworks to evaluate new audiences, creatives, and landing pages in a structured and statistically valid manner.
• Monitor competitor activities and market trends to adjust bidding strategies and creative angles for maximum impact.
• Ensure strict compliance with platform policies and privacy regulations affecting mobile advertising and data usage.
• Manage the full budget lifecycle by overseeing monthly advertising spends of at least USD 300k efficiently and effectively.
• Serve as the subject matter expert for mobile performance marketing within the organization and the wider industry network.
• Develop forecasting models to predict campaign performance and guide future budget allocations.
• Document playbooks and standard operating procedures to ensure consistency and scalability of successful campaigns.

Requirements

• Bring a minimum of 5 years of cumulative experience in performance or growth marketing with a distinct focus on mobile app user acquisition.
• Demonstrate deep technical proficiency with AppsFlyer, including advanced skills in configuration, event tracking, and data reconciliation.
• Provide a proven track record of successfully optimizing campaigns for ROAS across multiple advertising channels.
• Show evidence of managing monthly advertising budgets of at least USD 300k with a history of positive financial outcomes.
• Highlight practical experience running simultaneous campaigns on Google, Meta, Apple Search Ads, and TikTok at scale.
• Exhibit professional fluency in English, both written and verbal, for effective communication with stakeholders.
• Display strong analytical skills capable of interpreting complex datasets to solve marketing performance challenges.
• Show commitment to meeting deadlines and managing multiple high-priority projects in a fast-paced environment.
• Understand the fundamentals of digital advertising ecosystems, including ad exchanges, demand-side platforms, and supply-side platforms.
• Possess excellent problem-solving abilities to troubleshoot underperforming campaigns and implement corrective actions swiftly.

Nice to have

• Leverage a background in the gaming, fintech, or cryptocurrency sectors to understand specific industry nuances.
• Apply experience marketing cryptocurrency products to navigate the specific challenges of this vertical.

Practical notes

This position operates on a full-time engagement basis with a compensation package that includes a salary determined by experience level complemented by company equity. The role requires a physical presence at the London office four days per week to facilitate collaboration and team integration. Comprehensive benefits accompany the position, including an unlimited vacation policy, provision of Apple hardware, and a ClassPass membership for wellness activities. The role offers geographical flexibility, allowing employees to work from any location globally for up to 20 days per year, provided connectivity requirements are met.