Manager, Marcom App Marketing

App Communication & Marketing

• Develop annual, quarterly, and monthly App Marketing plans.
• Lead communication plans for feature launches, app updates, product campaigns, and feature adoption initiatives.
• Define target audience, communication objectives, key messages, placements, CTA, frequency, and success metrics.
• Manage app communication channels including Push Notifications, In-App Messages, Pop-ups, Banners, Announcements, Home Page Placements, and App Inbox.
• Analyze app funnel performance and identify opportunities to improve adoption and engagement.

Content Strategy & Management

• Own the Content Strategy and Content Calendar for the application.
• Plan and optimize content mix across product, service, promotion, educational, and self-service content.
• Define content hierarchy, messaging, and placements to enhance customer understanding and action.
• Manage content refresh, rotation, segmentation, personalization, and optimization.
• Collaborate with Creative teams to develop engaging and effective app content.

App Launch & Marketing Delivery

• Act as Marketing Owner for new feature and app version launches.
• Define customer benefits, audience strategy, communication plans, adoption plans, and tracking requirements.
• Translate complex product and technical requirements into customer-friendly communications.
• Manage marketing backlog, priorities, launch readiness, and post-launch performance optimization.

App Marketing Strategy & ASO

• Own App Store Optimization (ASO) strategy across App Store and Google Play.
• Manage app store content including keywords, descriptions, screenshots, previews, release notes, ratings, and reviews.
• Drive app download, registration, activation, MAU, and active user growth.

Performance Management

• Monitor and analyze key app marketing metrics including visibility, downloads, registrations, activation, MAU, active rate, feature adoption, CTR, engagement, and conversion performance.
• Conduct performance analysis by audience, placement, message, and campaign effectiveness.
• Lead A/B testing and continuous optimization initiatives.
• Partner with Data teams to ensure tracking, reporting, and dashboard readiness for decision-making.

Qualifications

• 5-8 years of experience in App Marketing, Product Marketing, Marketing Communication, Owned Media, Digital Content, or E-commerce.
• Experience managing Mobile Applications, E-commerce Apps, or Financial Apps.
• Strong understanding of ASO, App Marketing Funnel, Content Strategy, User Engagement, and App Performance Management.
• Experience working closely with Product, BA, PM, Development, Data, and Creative teams.
• Ability to drive projects independently, prioritize effectively, and manage end-to-end delivery.
• Strong ownership mindset with proactive problem-solving and decision-making capabilities.
• Excellent communication planning, content strategy, stakeholder management, and performance analysis skills.

Preferred Background

• Financial Services, Banking, Insurance, E-commerce, Digital Platform, or Consumer Technology industries.
• Experience with App Store Connect, Google Play Console, AppsFlyer, GA4, CleverTap, MoEngage, Braze, or similar marketing platforms.