• 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.

• Plan and execute growth optimization projects across multiple channels (paid, organic, partnerships, and product-led growth) • Support acquisition efforts including paid media, SEO, content distribution, and landing page optimization • Build and optimize automated lifecycle marketing campaigns (email, SMS, in-app) to drive activation and retention • Collaborate with product and engineering to test onboarding flows, conversion points, and user journeys • Use GTM tools to enrich data and support sales engagement • Analyze performance using dashboards and experiments (A/B tests, cohort analysis, funnel analysis) • Translate data and insights into clear recommendations and next steps • Contribute to overall growth strategy while owning execution of specific initiatives • Regular reporting on growth and funnel performance

• Build AI Automations: Design and deploy AI-driven workflows to automate lead qualification, content distribution, and personalized outreach. You should be the person asking, "How can we use LLMs to do this 10x faster?" • Own the Website: Treat our website as a product. You’ll own the performance, experiments, and conversion paths, ensuring roboflow.com is a high-converting machine. • GTM Engineering: Build the connective tissue between our tools. Whether it's connecting APIs, setting up webhooks, or building custom scrapers, you bridge the gap between marketing ideas and technical execution. • Lifecycle Marketing: Design the end-to-end user journey. You’ll use email flows, in-app triggers, and retention loops to turn a first-time user into a power user and advocate. • Analytics & Integration: You’ll ensure we have a clear view of our funnel from first touch to closed-won and find opportunities across all channels to increase leads, pipeline, and revenue. You have a track record of stitching together a Marketing stack and managing data pipelines. • Be a Generalist: On any given day, you might be building automations with Sales, working on a viral website for a product launch, or spinning up a new programmatic SEO strategy. You thrive on variety and aren’t afraid to dive into the unknown. • Ownership Mindset: end-to-end ownership of the infrastructure and the outcomes it produces