Senior Mobile Marketing Manager

As a Senior Mobile Marketing Manager at 12Go, your primary responsibilities will revolve around the creation and optimization of mobile app campaigns for both iOS and Android platforms. You will work with various ad networks to enhance user acquisition, focusing on cost-per-install (CPI) and cost-per-action (CPA) strategies. Moreover, you will need to collaborate with design and product teams to ensure that your campaigns are visually appealing and on-brand. Your role will also include setting up and managing event tracking in AppsFlyer to gather crucial data for mobile marketing analytics, which will allow you to refine our strategies effectively.

To qualify for the Senior Mobile Marketing Manager position at 12Go, you should have a minimum of three years of experience in managing mobile app campaigns for both iOS and Android platforms. A proven track record in CPI and CPA campaigns is crucial, as well as experience with setting up tracking in AppsFlyer, including in-app events. Familiarity with app store listing optimization and ASO strategies is also important. Additionally, strong analytical skills related to data visualization and comparative analysis of key metrics such as LTV and conversion funnels are essential for success in this position.

At 12Go, the Senior Mobile Marketing Manager will find ample opportunities for professional growth and advancement. The company fosters a performance-driven culture that emphasizes continuous feedback, allowing you to refine your skills and expand your expertise. You will have access to paid training programs and various educational opportunities tailored to keeping you at the forefront of mobile marketing trends and technologies. Additionally, by working in an international environment with a passionate team, you will have a unique chance to share ideas, learn from your peers, and develop into a thought leader in the mobile marketing space.

12Go is dedicated to supporting a healthy work-life balance for its employees, including the Senior Mobile Marketing Manager role. With the opportunity for remote work, you can design a work environment that suits your lifestyle, whether you prefer working in a home office or traveling while remaining productive. The company also provides paid vacation days, allowing you the necessary time to recharge and unwind. This balanced approach is vital in ensuring you can deliver your best work while also enjoying personal time.

As a Senior Mobile Marketing Manager at 12Go, you will regularly use a variety of tools to manage and optimize mobile app campaigns effectively. Key among these are Google Ads and Meta Ads for running ad campaigns, as well as AppsFlyer for tracking user engagement and in-app events. Additionally, data analytics software will be indispensable for analyzing performance metrics like LTV and conversion rates. Familiarity with SQL can also be beneficial in handling and interpreting large datasets that drive informed marketing decisions.

When creating a mobile app marketing campaign, start by defining your target audience and understanding their behaviors. Conduct thorough market research to identify trends and preferences. Set clear objectives, such as increasing downloads or driving in-app purchases. Utilize a mix of channels, including social media, Google Ads, and influencer partnerships, to maximize your reach. Finally, implement tracking through tools like AppsFlyer to analyze performance and make data-driven adjustments as necessary.

In my previous role, I managed both CPI and CPA campaigns by firstly establishing different goals for each. For CPI campaigns, I focused on maximizing the number of installs at the lowest cost while also targeting relevant audiences to ensure quality users. For CPA campaigns, my strategy revolved around defining specific actions we wanted users to take after installing the app, such as making a purchase or signing up. I continually monitored and optimized both campaigns using A/B testing and adjusting bids based on performance metrics.

I am proficient in using Google Analytics, AppsFlyer, and SQL for data analysis. I utilize these tools to track user engagement, conversion rates, and in-app behaviors. Specifically, I analyze data to identify trends in user flows and optimize campaigns accordingly. By utilizing SQL, I can run detailed queries to extract and visualize data, providing insights into customer lifetime value and retention rates that drive key marketing decisions.

One successful mobile marketing campaign I managed involved a holiday promotion for a travel app. By utilizing targeted social media ads and influencer marketing, we focused on engaging users during a high travel season. We implemented A/B testing on different ad creatives and landing pages, resulting in a substantial increase in app installs by 40% and a boost in in-app purchases by 25%, exceeding our campaign objectives significantly.

I keep up with the latest trends in mobile marketing by regularly following industry blogs, joining webinars, and participating in professional forums. Subscribing to newsletters from leading mobile marketing platforms and engaging with thought leaders on social media also helps me stay informed about emerging tools and strategies. Continuous learning through courses focused on mobile marketing ensures that I remain adaptable and knowledgeable in this ever-evolving field.

My approach to app store optimization involves thorough keyword research to identify high-traffic search terms relevant to the app. I focus on optimizing the app title and description for these keywords, ensuring they resonate with potential users. Additionally, I conduct A/B testing on different icons and screenshots to gauge which visuals attract more downloads. Monitoring rankings and user feedback continuously allows me to refine our ASO strategy for better performance.

To assess the success of my campaigns, I define key performance indicators (KPIs) upfront, like conversion rates, return on investment (ROI), and user acquisition costs. I use tools like AppsFlyer and Google Analytics to track these metrics. Post-campaign, I analyze the data to determine which strategies performed best and gather insights for future campaigns. This helps in creating a feedback loop that informs ongoing optimization efforts.

Handling budget management for campaigns begins with establishing a clear budget allocation strategy based on expected returns. I closely monitor spending in real-time, using tools to track expenses across various channels. Regular performance reviews allow me to adjust the budget dynamically, reallocating funds to high-performing channels. Effective reporting ensures that all stakeholders are informed about spending trends and ROI, fostering a transparent financial environment.

I have substantial experience working in remote teams, which has enhanced my communication and collaboration skills. I utilize various tools like Slack, Zoom, and project management software to maintain effective communication and coordinate tasks effectively. I also prioritize maintaining regular check-ins, ensuring that team members feel connected and supported, which is crucial for motivating and engaging in a distributed work setting.

To ensure effective communication with cross-functional teams, I emphasize clarity and openness. Regular meetings and updates keep everyone aligned on goals and expectations. I also foster an environment where feedback is welcomed and collaboratively address any potential roadblocks together. Utilizing shared platforms for documentation and updates further streamlines communication, ensuring all team members have access to the information they need.