Paid Media / Performance Marketing Manager (apps)

Meet Aperture

At Aperture, we create value and drive growth by delivering exceptional product consultancy and advertising services to our global partners. Through data-driven strategies, we harness our expertise in performance marketing, creative strategy, and product optimisation to achieve outstanding results.

Founded in 2022 by industry visionary Hannah Parvaz, we’ve quickly made waves. Already recognised as Business Consultant of the Year and named 2024’s Most Innovative Growth Agency, our trajectory is nothing short of extraordinary.

Now, as we prepare to scale new heights in 2026, we’re building a dream team to fuel our ambitions. This is your chance to join us and be part of our incredible growth story. Are you ready to make an impact?

Our Culture:

• Growth mindset. We're hungry to learn and improve.
• Take full responsibility for every outcome—no excuses.
• Obsess over results. We're here to make a measurable impact.
• We’re data-obsessed. We let numbers, not opinions, guide our decisions.
• Client success is our success. Period.
• No ego. The best idea wins, regardless of who it comes from.
• Radical candour. We give and receive honest feedback to fuel growth.

Work from anywhere

Embrace our remote-first culture that prioritises impact over location. Work from wherever you're most productive, while enjoying meaningful connections with the team in London from time to time. We bring everyone together regularly for inspiring sessions and great conversations over amazing food—because the best ideas often start with "what if?"

Role overview

We’re hiring a Growth Manager (Apps) to own performance-driven user acquisition for mobile products inside a growth squad.

This is a media buying and measurement-heavy role. You’ll be responsible for planning, executing, and scaling multi-channel app campaigns, building and optimising web-to-app flows, and driving efficient growth across both iOS and Android.

You will be deeply hands-on with:

• platform algorithms
• attribution frameworks
• signal engineering
• payback modelling
• budget allocation decisions

This role is not creative-led. You will collaborate closely with Creative Strategists, but your responsibility is media performance, measurement integrity, and economic scale.

For the right person, this role evolves into Growth Lead (Apps), shaping how Aperture scales acquisition, signal quality, and monetisation for mobile-first businesses.

Key responsibilities

Acquisition strategy and execution

• Own media buying for apps across the appropriate channel mix (Apple Search Ads, Google App Campaigns, Meta, TikTok, programmatic).
• Structure campaigns correctly for app objectives (install, trial, subscription, value-based optimisation).
• Allocate budgets based on payback, signal quality, and incremental performance — not vanity metrics.
• Design and manage both web-to-app and app-direct flows, choosing routing based on economics and tracking reliability.
• Build weekly structured testing roadmaps (channel, budget, optimisation event, geo expansion, creative inputs).

Measurement, attribution, and signal engineering

• Set up and maintain reliable attribution across:
• SKAN
• MMPs (e.g., AppsFlyer, Adjust, Singular)
• first-party event frameworks
• Understand the limitations of:
• probabilistic vs deterministic attribution
• SKAN vs AEM vs platform-reported metrics
• Design and refine signal strategies:
• AEM configuration
• Advanced data (ADC)
• server-side events / CAPI
• event prioritisation
• Reconcile platform data vs MMP vs backend subscription data.
• Communicate measurement gaps and propose realistic optimisation paths.

This role requires comfort with ambiguity in attribution — and the judgement to optimise within it.

Funnel, onboarding, and monetisation economics

• Map and monitor the full user journey:
  ad → store/web → install → onboarding → trial → subscription → retention
• Diagnose performance issues across the funnel using cohort data.
• Model payback periods by cohort (D0, D7, D30+).
• Adjust budget recommendations based on:
• CAC vs LTV
• cash flow constraints
• subscription mix
• geographic profitability
• Identify when store conversion, onboarding friction, or paywall design is limiting scale — and escalate with clear hypotheses.

App store and conversion optimisation

• Optimise App Store and Play Store listings (screenshots, previews, metadata, localisation).
• Monitor install-to-open and open-to-trial conversion.
• Feed paid learnings into ASO strategy.
• Track impact of store experiments on downstream performance, not just installs.

Web-to-app and subscription tooling

• Plan and optimise web funnels supporting web-to-app or web-subscription flows.
• Work with tools such as RevenueCat, FunnelFox, Web2Wave (or equivalents).
• Connect ad spend, subscription data, and backend revenue into unified reporting.
• Identify tracking breaks and solve them with structured approaches.

Creative collaboration (not ownership)

• Translate performance data into clear creative inputs and hypotheses.
• Work with Creative Strategists to:
• prioritise tests
• define success metrics
• interpret results
• Maintain tagging systems and structured learning logs.
• Focus on performance impact, not creative production.

Communication and client ownership

• Lead performance reviews clearly and confidently.
• Explain platform limitations and tracking realities to clients.
• Communicate:
• what happened
• why it happened
• what changes next
• Maintain short feedback loops across performance, creative, CRM, and product teams.

Requirements

Experience

• 3+ years in mobile performance marketing or app growth.
• Hands-on experience with:
• Meta (App campaigns)
• Google App Campaigns
• Apple Search Ads
• TikTok Ads
• Experience using MMPs such as AppsFlyer, Adjust, or Singular.
• Demonstrable experience scaling subscription apps or trial-based products.

Skills and mindset

• Deep comfort with attribution ambiguity and signal constraints.
• Strong commercial judgement - you think in payback, not just CPI.
• Comfortable working with:
• SKAN
• AEM
• CAPI / server-side tracking
• Able to debug tracking and event mapping issues logically.
• Structured, analytical thinker.
• Clear communicator in client settings.
• Not reliant on creative to save performance.

What this role is not

• Not a creative strategist role.
• Not a pure generalist growth role.
• Not junior.
• Not a reporting-only role.

This is a performance-first, algorithm-aware, economics-driven role.

Why this role matters

As privacy frameworks tighten and signal quality degrades, scaling mobile acquisition requires stronger judgement, cleaner signal design, and tighter economics.

This role is central to:

• protecting measurement integrity
• scaling budgets responsibly
• maintaining payback discipline
• future-proofing Aperture’s mobile growth capability

Originally posted on Himalayas