Mobile App & Performance Marketing Specialist

This is an individual-contributor role with no team to delegate to — you plan, execute, and optimize personally. It's also a narrower, deeper mandate than a generalist digital marketing role — you live in ASO, Apple Search Ads, mobile attribution, and install-to-transaction funnels, and you've done it before inside a regulated financial product (wallet, remittance, payments, or banking app), not just an e-commerce or gaming app. You own mobile acquisition, app-store presence, and attribution end to end, and you execute personally.

What You Must Know:-

Mobile App Marketing — Core to This Role

– App Store Optimisation (ASO) — iOS App Store and Google Play; keyword strategy, listing copy, screenshots, A/B tests, review management

– Hands-on platform experience in App Store Connect (Product Page Optimization) and Google Play Console (Store Listing Experiments) — not just conceptual ASO knowledge

– Apple Search Ads (ASA) and Google UAC / App campaigns — CPP structure, keyword match types, creative sets

– Deep linking — how they work, deferred deep links, why they matter for campaigns, how to troubleshoot

– Mobile user acquisition funnels for a financial product — install → registration → KYC → first transaction → retention

– Re-engagement and retargeting strategy for lapsed mobile users

– Referral and affiliate programme management — refer-a-friend incentive design, tracking, and fraud prevention; a core acquisition channel for wallet products

-Fintech / Regulated Product Experience

– Demonstrable experience marketing a regulated financial product — wallet, remittance, payments, banking, or a licensed broker/exchange

– Understanding of compliance-aware advertising — Google and Meta's financial-services ad policies, and working within regulator-reviewed creative and messaging

– Comfort with KYC/funded-account funnels, not just top-of-funnel install metrics

Attribution & Measurement

– Adjust or AppsFlyer — campaign tracking, deep links, cohort analysis, fraud filtering, SKAdNetwork (SKAN)

– Multi-touch attribution — understanding different models and their tradeoffs, not just reading dashboards

– Incrementality testing — knowing the difference between correlation and causation in performance data

– UTM discipline — consistent campaign tagging and QA across all tools

– SKAdNetwork — understanding post-iOS 14 privacy constraints and how they affect reporting

Web & Digital Performance Marketing

– Hands-on experience managing Google Search, Display and Performance Max campaigns

– Meta Ads for web conversion and acquisition campaigns

– Understanding of landing-page conversion optimisation and web-to-app journeys

– Working knowledge of GA4 and Google Tag Manager for web campaign tracking and conversion measurement

– Basic understanding of SEO and website performance; however, mobile app growth remains the primary focus of this role

Analytics

– Firebase Analytics — mobile event tracking, user properties, debug view

– GA4 — funnel analysis, audience building, BigQuery export

– Mixpanel or Amplitude — product analytics, cohort retention, funnel drop-off; at least one is required

– Ability to read and QA data exports — you don't need to write complex queries but you need to understand results and flag anomalies

AI-Augmented Work

– Claude — for campaign analysis, ASO keyword research, competitive research; daily use, not occasional

– Prompt engineering — knowing how to get reliable, structured output

– AI-powered creative tools ( Pencil, or similar) — hands-on experience a strong plus

Performance Reporting

– Weekly and monthly reporting owned end to end — from data pull to insight to recommendation

– CPI, CAC, ROAS, activation rate, D1/D7/D30 retention, funded-account conversion rate — you know what drives each metric

-You act on data. You don't just present it.

Desired Candidate Profile

– 5+ years in a hands-on digital/performance marketing role, with at least 2+ years specifically in mobile app growth (ASO/ASA/UAC) – Demonstrable experience marketing a regulated financial product — be ready to present real campaigns and real numbers at interview – Demonstrable results in mobile attribution and funnel optimisation — be ready to present real campaigns and real numbers at interview – Fluent English, written and spoken – Must be based in or willing to relocate to Dubai, UAE – Must be able to work on-site

Nice to Have:-

– App Store Optimisation certifications (AppTweak, or similar)

– UAE, GCC, East Africa, or Latin American mobile-money market experience

– Bilingual: Arabic or Spanish a strong advantage

– Organic social awareness for app- or website-related content — this role does not own broader brand social/content strategy

• Experience working in a lean team where you had to own the full function yourself