Smarter Apps

• Develop and explain the product idea and business model. • Create a product plan that supports business goals. • Turn ideas into clear product requirements and user stories. • Organize and update the product roadmap and backlog. • Perform market research and analysis, look for new opportunities. Brainstorm new product features and updates informed by user feedback, competitor analysis, and marketing creative messaging and performance. • Work with engineers, designers, marketers, and data analysts to launch features and improvements. • Analyze marketing and product KPIs and find ways to improve them. • Periodically prioritize and re-prioritize the Product Backlog considering the business priorities as communicated by the Executive team. • Articulate the business value to the product and engineering teams to ensure they understand the intent behind every new product or product release. • Lead cross-functional teams with your communication from the concept of the product all the way through to its launch. • Help improve how our products make money through subscriptions or other methods.

• Manage and optimize paid media campaigns across key UA channels (Apple Search Ads, Google Ads, Meta, TikTok, and others). • Analyze campaign performance in real time and make data-driven adjustments to optimize key performance metrics (CPI, CPA, LTV, ROAS). • Work with budget forecasts, pacing, and allocation across products to maximize efficiency and scale. • Work closely with internal and external creative teams to generate and test a variety of creative concepts. • Deliver clear briefs based on performance data and market trends. • Help build internal processes for creative testing and scaling successful concepts. • Monitor and analyze competitor creatives to identify emerging trends, opportunities, and best practices that can inform our own creative strategies. • Provide structured feedback to creative teams based on testing results, helping to iterate and improve future concepts. • Collaborate with the analytics and BI teams to ensure accurate data tracking, attribution, and reporting. • Utilize internal dashboards and BI platforms to monitor campaign performance and identify growth opportunities. • Actively contribute to refining reporting systems and processes. • Collaborate closely with ASO and product teams to optimize custom product pages and improve conversion funnels across various user segments and acquisition sources. • Coordinate with product teams to align UA efforts with product roadmaps and feature releases. • Leverage UA learnings to provide insights for product and monetization improvements. • Contribute to the development and refinement of UA processes, documentation, and internal playbooks. • Help establish internal best practices for campaign management, creative testing, and scaling.

• Design, implement, and manage paid media campaigns across platforms like Apple Search Ads, Google, Meta, and others. • Maintain and adjust budget forecasts to ensure optimal ROI. • Oversee performance analytics across the entire Smarter Apps product portfolio. • Utilize real-time data to adjust channel strategies, budget allocation, and campaign structure to optimize CPI, CPA, and LTV. • Use data to identify growth opportunities and scale successful initiatives. • Work closely with the creative team to develop and test ad concepts that align with performance goals and brand guidelines. • Collaborate with the creative production team to define audience segments, improve creative iteration efficiency, and develop new hypothesis-driven concepts. • Design and run A/B and multivariate tests to improve acquisition funnel performance. • Collaborate cross-functionally with product, design, and ASO teams to improve conversion rates across the user journey (including app store and onboarding flows). • Analyze user behavior and identify bottlenecks in the funnel. • Build and maintain reporting systems to track performance metrics and surface actionable insights. • Work with Engineering to configure and manage marketing tools (e.g., MMPs, attribution systems, payment processors). • Lead technical integrations to improve traffic buying efficiency and enable scaling across new acquisition channels. • Drive the adoption of modern AI technologies to automate and optimize traffic acquisition processes. • Evaluate, test, and implement new technologies or vendors to support sustainable and scalable growth. • Build and manage a high-performing UA team as the company scales. • Conduct regular 1:1s, set development goals, and support team members’ growth. • Lead hiring efforts and evaluate team structure to align with business priorities. • Define and align team KPIs and performance goals with leadership and cross-functional stakeholders. • Establish and continuously improve team processes, workflows, and documentation to ensure operational clarity and scalability.

• Analyze and report on marketing performance across all channels of user acquisition • Track and analyze cohort-level KPIs (retention, monetization, churn, engagement) to identify opportunities and guide optimization • Build, refine, and maintain predictive LTV models based on cohort performance and user segmentation • Validate data integrity across platforms and ensure consistency throughout the reporting and decision-making process • Ensure data quality and consistency across sources and tools, including cohort-level analysis • Build and maintain dashboards tailored to the needs of marketing and creative teams, as well as high-level strategic dashboards for C-level stakeholders • Support A/B test design and evaluation across ads, product pages, and onboarding flows • Partner with UA teams to evaluate campaigns and guide bidding, targeting, and creative strategies • Collaborate with Data Engineers to maintain reliable and scalable data pipelines • Support the integration of new tools, acquisition channels, and user funnels to improve attribution accuracy and data completeness

• Build and own the architecture for self-serve and automated insight delivery — from data pipelines to dashboards, alerts, and agents. • Create scalable and reusable dashboards to support forecasting, marketing performance, LTV analysis, product pricing, investment decisions, and KPI reporting. • Develop data tools and intelligent agents that unlock self-serve access to core company metrics across business units. • Translate ambiguous business needs into technical solutions that are resilient, extensible, and intuitive. • Define and enforce data quality standards, governance best practices, and documentation. • Define and standardize product analytics events in collaboration with Product and Engineering (e.g., onboarding steps, feature usage, paywall views.) • Own instrumentation frameworks to ensure all shipped features have measurement plans at launch. • Support A/B testing infrastructure, including experiment design, logging strategy, and outcome analysis to product trials, paywalls, and onboarding flows. • Develop LTV attribution by feature exposure, enabling teams to understand the revenue impact of new launches. • Track and analyze user funnels (e.g., D0-D3 onboarding, trial to conversion, subscription retention) across products to identify drop-offs and optimization opportunities. • Automate impact reporting (e.g., “Feature X led to +6% retention lift among power users”). • Build blended dashboards that unify product, marketing, and monetization metrics in a single view (e.g., how usage ties to ROAS, how features affect CAC payback).

• Own and drive ASO strategy across our portfolio of mobile apps. • Manage and iterate on metadata (titles, subtitles, descriptions, keywords) to improve rankings and conversion. • Collaborate with creative teams to test and optimize visual assets, including icons, screenshots, and preview videos. • Work with product and UA teams to align custom product pages and feature launches with acquisition goals. • Plan and implement A/B tests, and provide regular reporting on key metrics. • Proactively adopt automation and AI tools to scale testing, analysis, and reporting workflows.