App Growth & User Acquisition Lead – Consultant

Company: SoluLab
Role Type: Part-Time Consultant
Time Commitment: 2–3 hours/day
Experience: 5+ years in Paid App Growth / Mobile Performance Marketing
Location: Remote / India
About the Role
SoluLab is looking for a Paid App Growth & Revenue P&L Owner to take
commercial ownership of paid growth across two consumer mobile apps.
The role is not limited to running campaigns. You will be responsible for
diagnosing acquisition and monetization problems, improving the full growth
funnel, and making data-backed decisions around revenue, ROAS, payback,
and contribution margin.
Our target is to build toward 3–4× ROAS with sustainable unit economics,
where app category and cohort data support it. We value rigorous testing,
transparent reporting, and commercial accountability over short-term vanity
metrics.
Key Responsibilities
• Audit acquisition, attribution, analytics, creative, App Store/Google Play
listings, onboarding, retention, and monetization for both apps.
• Establish clear baselines for spend, installs, activation, CAC/CPI, paying
users, revenue, ROAS, retention, payback, and contribution margin.
• Develop and manage paid acquisition strategies across Google App
Campaigns, Meta, Apple Search Ads, and other relevant channels.
• Own campaign budgets, bidding, targeting, geography testing, creative
testing, and scaling/pause decisions.
• Work closely with Product and Design teams to improve store
conversion, onboarding, paywalls, subscriptions/IAP, activation, and
retention.
• Identify attribution gaps, poor-quality traffic, tracking issues, and
discrepancies between platform-reported and actual cohort
performance.
• Establish clear scale, hold, and stop thresholds for campaigns and
experiments.
• Lead a weekly performance review covering spend, cohort performance,
experiments, learnings, decisions, and next-week budget allocation.
• Own the growth P&L for both accounts and recommend where to scale,
pause, reallocate, or change the product funnel.
30-Day Success Expectations
First Week
• Separate diagnosis for each app
• Tracking and attribution validation
• Cohort performance baseline
• Prioritized growth and experimentation roadmap
First 15 Days
• Highest-impact tracking, creative, store, and funnel issues addressed
• Controlled experiments launched
• Clear stop/scale thresholds established
By 30 Days
• Demonstrable improvement in qualified acquisition, monetization, and
contribution margin
• Increased spend only where cohort evidence supports expected payback
and agreed ROAS targets
Required Experience
• Proven experience owning paid acquisition for consumer mobile apps
across at least 2 apps or categories.
• Demonstrated impact on revenue, ROAS, payback, and unit economics,
not just installs or CPI.
• Hands-on experience with campaign setup, optimization, creative
testing, and mobile measurement.
• Strong working knowledge of AppsFlyer, Adjust, Branch, Firebase, GA4,
or equivalent MMP/analytics platforms.
• Experience collaborating with Product and Design teams on activation,
retention, subscriptions, IAP, and monetization.
• Strong understanding of cohort analysis and LTV/CAC economics.
• Ability to identify failed campaigns quickly and make budget decisions
using incomplete or imperfect data.
• Strong communication skills with the ability to clearly explain
performance, risks, experiments, and commercial decisions.
• High ownership and accountability for measurable business outcomes.
What We Are Looking For
This is a hands-on operator role, not a strategy-only consulting position.
We want someone who can look at two underperforming app accounts,
identify where the money is leaking, determine what needs to change, execute
or direct the required experiments, and continuously connect marketing
performance to revenue and contribution profit.
To Apply: Share your CV/LinkedIn profile along with 1–2 examples of mobile
apps where you directly improved paid acquisition and commercial

Work arrangement
Yes