Responsibilities
Strategy and management
- development and implementation of a user acquisition strategy based on business metrics LTV, CAC, ROAS, Payback Period.
- Responsibility for the full cycle of UA campaigns in several channels and or geos from planning to analysis and optimization.
- Participation in media planning, budgeting and preparation of strategic reviews by areas.
- Implementation and development of new UA channels, monitoring their effectiveness.
Analytics and optimization
- Conducting deep quantitative and cohort analytics on funnels
- Building, launching and analyzing AB tests for creatives, offers, targeting and strategies procurement
- Systematic analysis of the competitive environment using tools Sensor Tower, AppMagic, Mobile Action, Ads Library.
- Collection and structuring of data from advertising platforms and analytical systems AppsFlyer, Firebase, Looker
- Operational implementation Setting up, launching and scaling campaigns in key digital channels Meta, Google UAC, TikTok
- Maintaining the relevance of creatives, audiences and hypotheses for each channel.
- Regular reporting on the results of campaigns and channels.
Interaction and communication
- Coordination of goals, hypotheses and adjustments to strategies with product, analytical and creative teams.
- Providing the product team with recommendations based on the analysis of user behavior and funnels.
Performance metrics
- Achieve KPIs for advertising channels and campaigns
- Fulfillment of target KPIs for the country CAC, CPI, ROAS, CPA
Qualifications
Advertising platforms
- Expertise in channels: Meta, TikTok, Google, ASA, etc.
- Builds a purchasing strategy, scales campaigns taking into account unit economics.
- Oversees one or more channels, is responsible for the result.
Analytics and metrics
- Understand unit economics CAC, LTV, ROI, ARPU, retention at the cohort level.
- Conduct indepth product analysis revenue per user, payback period by segments.
- Know how to present findings to product and business teams.
- Design scalable dashboards and reporting structures in Sheets.
Tracking and analytics
- Deploy custom settings in AppsFlyer, Firebase, including advanced mapping.
- Work with BI systems Looker, Tableau.
- Advanced use of AppsFlyer cohort analysis, Protect360, custom dashboards, raw data exports.
- Consults on setting up events, attribution and deep/deferred linking.
- Optimize the structure of Skan campaigns: schema, prioritization of events, setting up conversion value.
- Takes into account the limitations of Privacy Sandbox and develops migration strategies to new approaches.
Working with creatives and tests
- Forms a creative strategy concepts, directions, test hypotheses.
- Builds a testing framework offers, channels, audiences.
- Supervises the work of designers and copywriters, ensures creative rotation.
- Control the compliance of creatives with brand guides and brand index.
- Responsible for the implementation of best practices in visual identity.
Planning and Budget
- Participate in quarterly and annual budget planning.
- Allocates budgets by region and product in accordance with business goals.
Conditions & Benefits
- Stable salary, official employment.
- Health insurance.
- Hybrid work mode and flexible schedule.
- Relocation package offered for candidates from other regions.
- Access to professional counseling services including psychological, financial, and legal support.
- Discount club membership.
- Diverse internal training programs.
- Partially or fully paid additional training courses.
- All necessary work equipment.