Role mission
Own Apple Search Ads channel for paid user acquisition and App Store Optimization (ASO) for TouchRetouch on iOS. You’ll plan, launch, and optimize paid search campaigns end-to-end — account structure, keywords, bids, budgets, and Custom Product Page pairing — and own the organic store presence they convert against: metadata, keyword rankings, screenshots, and CPPs — to hit ROAS and CAC targets. You’ll keep attribution reliable and reporting honest, run a disciplined testing cadence, and work in collaboration with CMO, Marketing Manager, and Content, with the main focus on the US market.
Key responsibilities:
1) Apple Search Ads campaign management
- Own account architecture: Brand / Generic / Competitor / Discovery campaigns, ad group segmentation, match types, and negative keyword hygiene.
- Manage bids and budgets daily against CPT/CPA/ROAS targets; run structured bid and placement tests (Search results, Search tab, Today tab, product pages).
- Pair campaigns with Custom Product Pages and ad variations; coordinate keyword–CPP relevance with ASO.
- Plan geo expansion beyond the US based on unit economics and keyword volume.
2) App Store Optimization (ASO) & keyword strategy
- Own store metadata — app title, subtitle, keyword field, and localized US metadata; run continuous keyword research (volume, relevance, intent) with ASO tools and sync paid + organic keyword strategy to protect and grow organic rank.
- Own store conversion assets — screenshots, app preview, and Custom Product Pages; run store A/B tests (Product Page Optimization) to lift install rate.
- Monitor competitor bidding, defend brand terms, and identify conquesting opportunities.
- Feed search-intent insights to Content and Product (feature naming, screenshots, CPP angles).
3) Measurement, attribution & reporting
- Ensure MMP tracking is reliable (AppsFlyer): ASA integration, SKAdNetwork / AdAttributionKit setup, ATT-aware reading of the data.
- Reconcile discrepancies between the ASA console, MMP, and revenue data (RevenueCat / Amplitude); maintain source-of-truth dashboards.
- Report weekly on spend, TTR, CR, CPT, CPA, cohort ROAS, and LTV by campaign, keyword, and CPP; document decisions and learnings.
4) Experimentation & channel expansion
- Maintain a prioritized hypothesis backlog (bids, structures, CPPs, creatives, geos) with clear success criteria; kill or scale fast.
- Brief Content on creative needs for CPPs and ad variations based on search-intent data.
- Support tests on secondary channels (Google App Campaigns, Meta) when ASA learnings justify expansion.
5) Agency & vendor coordination
Success metrics (owned or co-owned)
- Cohort ROAS and CAC on paid iOS traffic.
- CPT, CPA (trial), CPA (purchase), TTR and CR on ASA.
- Paid installs volume at target efficiency; share of defended brand traffic.
- Organic keyword rankings and store conversion rate on the US storefront.
- Shared: Revenue, Growth profit, CR install–trial and trial–purchase on paid cohorts.
Qualifications
Must-have
- 2+ years of hands-on Apple Search Ads management for consumer mobile apps (subscription iOS preferred), owning budgets and performance targets.
- Deep fluency in ASA metrics and mechanics: TTR, CR, CPT, CPA, ROAS, LTV, relevance, match types, placement types.
- Practical experience with Custom Product Pages and understanding of how paid search interacts with ASO / organic rank.
- Hands-on ASO experience: on-metadata optimization (title, subtitle, keywords), screenshot and Custom Product Page testing, and growing organic keyword rankings and store conversion — using ASO intelligence tools (e.g., ASOMobile, AppTweak).
- Comfortable with MMPs (AppsFlyer or Adjust), including SKAdNetwork / AdAttributionKit and ATT implications for iOS measurement.
- Experience with the US market; strong analytical skills and a data-driven approach to budget optimization.
- Analytics skills: Amplitude / Firebase / GA4 or similar; confident spreadsheet modeling of funnels and payback.
- Upper-Intermediate (or higher) English level.
Nice-to-have
- Experience with Google App Campaigns, Meta, or TikTok as secondary channels.
- Familiarity with ASA automation platforms (SplitMetrics) and store A/B testing tools.
- Experience auditing or managing external UA agencies.
- Photo/creative category experience or a good eye for evaluating CPP performance.
30/60/90-day plan
- 30 days: Audit the ASA account, attribution setup, and keyword coverage; audit store metadata, screenshots, and CPP coverage; reconcile console vs. MMP data; propose top 5 quick wins across paid and ASO; ship 1–2 low-risk bid/structure or metadata fixes.
- 60 days: Rebuilt campaign architecture live; expanding generic, discovery, and competitor campaigns; ship first metadata and screenshot/CPP tests and establish a paid–organic keyword sync.
- 90 days: Demonstrate measurable improvement in cohort ROAS or CAC and in organic keyword rankings or store conversion; validated scaling plan (budget, keywords, CPPs, geos) for the next quarter.
Current marketing team structure:
CMO
Marketing Manager // Apple Search Ads & ASO Specialist
Content manager
Steps to hire
- Call with CMO
- Test task
- Final call with CEO
