Senior Marketing Manager

About the Role

We are looking for a hands\-on Growth Marketing Manager to take complete ownership of marketing for our mobile applications and websites, from strategy and execution to performance tracking and continuous optimisation.

This role requires someone who can independently plan, execute, analyse, and improve marketing activities across multiple channels. The ideal candidate should understand how to acquire users, increase app installs, drive website traffic, improve conversion rates, and turn marketing investments into measurable business growth.

You will be responsible for the complete marketing lifecycle, including app marketing, website growth, paid advertising, SEO, ASO, content strategy, analytics, campaign management, and user retention.

• *We are looking for an owner, not just an executor.** You should be comfortable building a marketing strategy from scratch, managing budgets, coordinating with developers and designers, and being accountable for results.

Key Responsibilities1\. Mobile App Marketing \& User Acquisition

• Develop and execute end\-to\-end marketing strategies for iOS and Android applications.
• Plan and manage campaigns to increase app installs, registrations, active users, and conversions.
• Run and optimise paid campaigns across Google Ads, Meta Ads, Apple Search Ads, and other relevant acquisition channels.
• Develop app launch, user acquisition, remarketing, and re\-engagement strategies.
• Manage App Store and Google Play Store optimisation (ASO), including keywords, titles, descriptions, screenshots, creatives, and listing experiments.
• Analyse cost per install (CPI), cost per acquisition (CPA), retention, conversion rates, and return on ad spend (ROAS).
• Identify opportunities to improve onboarding, activation, engagement, and long\-term user retention.
• Coordinate with product, design, and development teams to implement marketing campaigns, attribution, and conversion tracking.

2\. Website Marketing \& Growth

• Own the end\-to\-end digital marketing strategy for company and client websites.
• Develop and execute SEO strategies, including technical SEO, on\-page optimisation, keyword research, content planning, and backlink strategy.
• Manage website traffic acquisition through organic search, paid advertising, referral campaigns, and other relevant channels.
• Improve landing pages, lead\-generation funnels, calls to action, and conversion rates.
• Work with UI/UX designers and developers to improve website performance, user experience, and conversion outcomes.
• Monitor website speed, indexing, search visibility, traffic quality, and user behaviour.
• Identify and resolve marketing\-related website issues in collaboration with the technical team.

3\. Paid Advertising \& Performance Marketing

• Plan, launch, manage, and optimise paid marketing campaigns across relevant advertising platforms.
• Develop campaign structures, audience segments, keyword strategies, ad creatives, and landing\-page experiments.
• Allocate budgets based on performance and business objectives.
• Conduct A/B testing of advertisements, creatives, audiences, messaging, and landing pages.
• Monitor campaign performance and take corrective action to improve efficiency.
• Prepare budget forecasts, campaign reports, and performance recommendations.

4\. Content, Branding \& Creative Strategy

• Develop content strategies for websites, app listings, blogs, landing pages, and social media.
• Plan content calendars and ensure consistent messaging across marketing channels.
• Work with designers, developers, writers, and external agencies to produce marketing assets.
• Develop campaign messaging, value propositions, and audience\-specific marketing content.
• Use AI\-powered marketing tools where appropriate to improve productivity and campaign execution.
• Maintain consistent brand positioning and messaging across digital touchpoints.

5\. Analytics, Tracking \& Reporting

• Set up and manage Google Analytics 4 (GA4\), Google Tag Manager (GTM), Google Search Console, and relevant advertising analytics.
• Establish conversion tracking for app installs, registrations, purchases, leads, and other business goals.
• Work with Firebase, app attribution platforms, and mobile measurement tools where required.
• Build dashboards and provide clear, actionable performance reports.
• Track KPIs including traffic, installs, customer acquisition cost, conversion rates, retention, and marketing ROI.
• Identify performance gaps and recommend data\-backed improvements.

6\. Growth Strategy \& Marketing Ownership

• Build a complete marketing roadmap aligned with business objectives.
• Conduct competitor research, audience analysis, market research, and channel evaluation.
• Identify new opportunities for organic growth, paid acquisition, partnerships, referrals, and user engagement.
• Manage marketing vendors, freelancers, agencies, and campaign budgets when required.
• Coordinate with internal stakeholders to ensure timely campaign launches and implementation.
• Prioritise marketing initiatives based on expected business impact.
• Take ownership of marketing deliverables, timelines, performance, and continuous improvement.

Required Skills \& Qualifications

• 4–7 years of hands\-on experience in digital marketing, growth marketing, or performance marketing.
• Demonstrated experience marketing mobile applications and websites.
• Practical experience with Google Ads, Meta Ads, SEO, and conversion optimisation.
• Strong understanding of App Store Optimisation (ASO) and mobile user acquisition.
• Experience with GA4, Google Tag Manager, Google Search Console, and campaign tracking.
• Understanding of app attribution, Firebase Analytics, and mobile marketing measurement.
• Strong knowledge of keyword research, landing\-page optimisation, funnels, and A/B testing.
• Ability to analyse data and make decisions based on measurable results.
• Strong project management, communication, and cross\-functional coordination skills.
• Ability to work independently and manage multiple marketing initiatives simultaneously.
• A performance\-driven mindset with a clear focus on business outcomes.

Preferred Qualifications

• Experience marketing applications in the US market.
• Experience working with US\-based clients, SaaS businesses, technology companies, or consumer applications.
• Experience managing meaningful advertising budgets and demonstrating campaign ROI.
• Familiarity with subscription growth, app monetisation, lifecycle marketing, email marketing, and push notifications.
• Experience with tools such as Adjust, AppsFlyer, Branch, Semrush, Ahrefs, or equivalent platforms.
• Experience using AI tools to support research, campaign optimisation, content production, and reporting.

What Success Looks Like

Within the first 90 days, the successful candidate should be able to

• Audit the existing marketing setup for our apps and websites.
• Develop a prioritised marketing strategy with clear goals, budgets, and timelines.
• Establish reliable analytics and conversion tracking.
• Launch or improve acquisition campaigns across the most relevant channels.
• Identify SEO, ASO, and website conversion opportunities.
• Deliver regular performance reports with actionable recommendations.
• Demonstrate measurable progress against agreed acquisition, traffic, conversion, or revenue targets.

Who Should Apply?

We are looking for a professional who combines strategic thinking with hands\-on execution. You should be comfortable identifying what needs to be done, planning the approach, executing the work, measuring the outcome, and improving performance without requiring constant supervision.

Candidates whose experience is limited to social media posting, basic content creation, or coordinating external agencies without hands\-on marketing ownership may not be suitable for this position.

Application Requirements

Please share your updated resume along with the following details

• Mobile applications or websites you have marketed.
• Marketing channels you have personally managed.
• Examples of measurable results achieved, such as app installs, organic traffic growth, conversion improvements, or reduced acquisition costs.
• Advertising platforms and analytics tools you have used hands\-on.
• Your current CTC, expected CTC, and notice period.

• *Subject Line:** Application – Growth Marketing Manager \| Mobile Apps \& Website

Send at\- shuv@birbals.com

Work Location: Remote