• Own and optimize paid acquisition • Manage and improve campaigns across Google Ads, Meta Ads, and LinkedIn • Run structured experiments on targeting, positioning, creative, and landing pages • Collaborate on ad creatives and landing page improvements using tools like Canva, Figma, and AI-assisted workflows • Use paid channels to test ICP hypotheses and messaging • Connect paid performance to activation and retention metrics • Drive experimentation across the full funnel • Contribute across acquisition, activation, and retention • Identify friction in signup, onboarding, and pricing flows • Run experiments related to referrals, affiliates, product-led loops, churn reduction, and reactivation • Document hypotheses clearly and scale what works • Support early-stage growth for a new product • Explore potential distribution channels before heavy execution • Test early-stage acquisition hypotheses across communities, partnerships, and product loops • Design lean experiments focused on traction and learning • Operate comfortably in ambiguity and iterate quickly • Use data to drive decisions • Analyze performance data and translate it into actionable recommendations • Build and maintain dashboards in Looker Studio • Track KPIs across the funnel • Share structured learnings that influence prioritization

• Own and scale our highest-leverage retention and performance marketing channels • Manage email marketing strategy and execution using Klaviyo • Build and optimize lifecycle flows (welcome, post-purchase, sunset, winback) • Plan and execute campaign calendars aligned with business goals • Lead segmentation, testing, and deliverability best practices • Drive measurable increases in retention and LTV • Report clearly on performance and insights • Own and scale our performance-based influencer program • Manage affiliate platforms including ShopMy and Awin (experience preferred) • Collaborate with paid media to test and scale influencer-generated content • Manage the marketing calendar and ensure alignment across initiatives • Contribute to launches and promotional strategy • Analyze CAC, LTV, AOV, retention, and channel performance to inform strategy and optimize execution.

• Lead and manage client projects • Shape the overall direction of the engagement • Deliver client-ready deliverables, insights, and solutions • Drive business development and client relationship growth • Mentor and develop junior team members

• 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). • 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. • 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. • 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. • 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. • Translate performance data into clear creative inputs and hypotheses. • Lead performance reviews clearly and confidently. • Explain platform limitations and tracking realities to clients. • Maintain short feedback loops across performance, creative, CRM, and product teams. • This role evolves into **Growth Lead (Apps)**, shaping how Aperture scales acquisition, signal quality, and monetisation for mobile-first businesses.