Every paid channel. You are the channel manager across the full performance marketing mix: Meta, TikTok, Google, programmatic, ad networks, and any emerging channel worth testing. You decide where we spend, how much, and why — and you live with the results.
Off-platform partnerships. Beyond self-serve ad platforms, you will identify, negotiate, and manage relationships with external partners — media companies, OEM and on-device distribution partners, ad networks, affiliate and performance platforms, publisher direct buys, and other non-standard acquisition channels. You own these relationships end-to-end: partner evaluation, deal structure, execution, and ongoing performance management.
Budget and efficiency. Own the monthly performance marketing budget with full accountability to CAC, CPI, LTV, and ROAS. Allocate across channels and partners dynamically based on performance, scale what works, cut what doesn’t, and report spend decisions clearly to leadership.
Measurement and analytics. Work on tracking setup to extract meaningful signal — diagnosing performance shifts, identifying what’s working and what isn’t, and translating data into clear actions. You are comfortable going deep into the numbers independently, spotting anomalies before they become problems, and working cross-functionally with product, data, and engineering teams to investigate and resolve issues collaboratively.
Creative and channel testing. Run structured tests across audiences, creatives, bidding strategies, ad formats, and partner inventory. Treat every campaign and partnership as a hypothesis. Document what you learn and build a compounding playbook over time.
The full funnel. You are accountable not just for installs but for quality users. Partner with product and growth teams to understand post-install behaviour, feed those insights back into performance marketing strategy and creative direction, and optimise toward activation and retention, not just volume.
New distribution thinking. A new social platform lives or dies by how it finds its first million users. Beyond standard channels, you will proactively explore non-obvious distribution: influencer/KOL paid amplification, content seeding partnerships, cross-platform distribution deals, incentivised install ecosystems, and anything else early data suggests is worth testing.