App Marketing Specialist (Digital agency)

A Digital Marketing agency is hiring for the profile of App Marketing Specialist.
Location: Gurgaon
Experience: 3-5 years
Industry Focus: BFSI – Banking, Fintech, Lending, Insurance, Payments and Investment Apps
Major Responsibilities & Deliverables:
1. App User Acquisition & Performance Marketing
Plan, execute and optimise app acquisition campaigns across Google App campaigns, Apple Search Ads, Meta Ads and other relevant advertising platforms.
Drive app installs and high-quality user actions such as registrations, re-engagement, login, KYC completion, loan applications, policy purchases, account openings and transactions.
Develop acquisition strategies aligned with business objectives, target audiences and customer lifecycle stages.
Manage campaign budgets, bids, audience targeting, creative testing and performance optimisation.
2. BFSI Category Expertise
Understand customer acquisition journeys across banking, lending, insurance, fintech, payments and investment applications.
Optimise campaigns against downstream business outcomes, not just installs or cost per install (CPI).
Understand funnel metrics such as install-to-registration rate, registration-to-KYC rate, application completion rate, cost per qualified lead and cost per funded or activated user.
Work within BFSI advertising policies, platform restrictions, brand guidelines and applicable regulatory requirements.
Coordinate with clients to understand product eligibility, customer segments, acquisition goals and conversion quality.
3. Measurement, Attribution & Analytics
Work with mobile measurement partners (MMPs) such as AppsFlyer, Adjust or Branch.
Understand mobile attribution, SKAN, deep linking, deferred deep linking and conversion event tracking.
Analyse campaign performance across installs, in-app events, retention, re-engagement and return on ad spend (ROAS), where applicable.
Identify funnel drop-offs and recommend actionable improvements based on campaign and user behaviour data.
Prepare regular performance reports, dashboards and optimisation recommendations.
4. Campaign Optimisation & Growth
Conduct structured A/B tests across creatives, messaging, audiences, bidding strategies and campaign structures.
Monitor campaign pacing, CPI, cost per action (CPA), conversion rates and quality of acquired users.
Identify opportunities to scale campaigns while maintaining acquisition efficiency and user quality.
Collaborate with creative teams to develop and test ad assets, videos, app store creatives and performance-led messaging.
Stay updated on changes in app advertising platforms, attribution methodologies and BFSI marketing trends.
5. Client & Stakeholder Management
Present campaign performance, insights, optimisation plans and growth opportunities to internal and external stakeholders.
Coordinate with account management, analytics, creative and technology teams to ensure effective campaign delivery.
Translate campaign data into clear business recommendations.
Maintain campaign documentation, performance trackers, testing plans and reporting schedules.
Job Skills
• At least 3-5 years of experience working in client handling or brand strategy role preferably in a digital marketing agency
• Excellent understanding of the full marketing mix
• Highly creative with ability to think out of box
• Experience in identifying target audiences and devising campaigns that engage, inform and motivate
• Proven ability to develop brand and marketing strategies and effectively communicate recommendations to executive management
• Advanced communication and interpersonal skills
• Up-to-date with latest trends and marketing best practices

Work arrangement
No