Performance Manager – Apps

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October 21

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Aperture

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B2B • eCommerce • Marketing

Aperture is the growth agency specializing in full funnel optimization, offering services in creative advertising, product optimization, and growth consulting. With a team led by industry experts, Aperture aims to help companies enhance their growth through proven strategies and data-driven insights. The agency has a diverse portfolio of clients and focuses on reducing customer acquisition costs and improving conversion rates for its partners.

1 - 10 employees

Founded 2022

🤝 B2B

🛍️ eCommerce

📋 Description

• Run high-performance user acquisition for mobile products inside a growth squad. • Plan and execute multi-channel app campaigns, build and optimise web-to-app funnels. • Hands-on with measurement and attribution (SKAN, MMPs like AppsFlyer). • Comfortable switching between app campaign types and web flows. • Confident leading creative testing - from writing hooks to briefing and interpreting results. • Understand how app store listings impact conversion and how different signal and attribution strategies influence accuracy and optimisation. • Evolve into Growth Lead (Apps), shaping how Aperture scales acquisition and monetisation for mobile-first businesses.

🎯 Requirements

• Acquisition strategy and execution • Own media buying for apps across the right mix of channels (Apple Search Ads, Google App Campaigns, Meta, TikTok, and programmatic). • Design and manage web-to-app and app-direct funnels; decide when to route traffic to web versus store based on conversion, tracking, and payback. • Build weekly testing plans covering audiences, budgets, creative hypotheses, and landing/store experiments.**** • Measurement, attribution, and signals • Set up and maintain reliable measurement across SKAN, MMPs (e.g., AppsFlyer), and first-party event frameworks. • Balance probabilistic and deterministic attribution methods, understanding their trade-offs for each platform and client. • Operate and refine signal strategies (ADC, AEM, server-side events) to maximise optimisation accuracy and event quality. • Reconcile platform, MMP, and internal data sources; communicate discrepancies transparently and propose solutions.**** • Funnels, onboarding, and monetisation • Map and monitor the entire user journey: ad → web/store → install → onboarding → trial/subscription → retention. • Partner with product and CRM to diagnose drop-offs in onboarding or paywall flows; make clear, testable recommendations.**Model payback periods by cohort (D0, D7, D30+) and adjust budget recommendations based on LTV/CAC and cash flow.**** • Store presence and conversion • Optimise App Store and Play Store listings (screenshots, videos, metadata, localisation) to improve install conversion.**Feed learnings from ads and onboarding into ASO strategies; measure and report impact on install-to-open and open-to-trial rates.**** • Web funnels and tooling • Plan, brief, and optimise web funnels that support web-to-app or web-subscription flows. • Use tools like RevenueCat, FunnelFox, and Web2Wave to unify subscription data, diagnose issues, and generate actionable insights. • Build reporting that connects ad spend, store performance, and subscription data into a single view of true payback.**** • Creative testing and collaboration • Write strong hooks and headlines that convert; brief creative teams with clear hypotheses and success metrics. • Partner with the Creative Strategist to produce concepts, analyse results, and iterate based on performance insights. • Maintain a structured creative testing framework and tagging system for continuous learning.**** • Communication and client ownership • Lead regular performance reviews: what happened, why, and what’s next. • Communicate tracking limitations, platform changes, and their impact on optimisation clearly. • Work cross-functionally with data, product, CRM, and creative to keep tests moving and feedback loops short.** • Core competencies • Proven success running app acquisition campaigns with measurable impact on installs, trials, and subscriptions. • Deep understanding of SKAN, MMPs (AppsFlyer, Adjust, Singular) and the evolving attribution landscape. • Strong grasp of web-to-app funnel design, store conversion levers, onboarding flows, and payback modelling. • Ability to balance probabilistic and deterministic attribution strategies and apply ADC/AEM insights effectively. • Hands-on creative testing experience - writing, briefing, and scaling high-performing ads. • Clear communicator who can translate data into confident strategic recommendations.**** • Desirable experience • Experience with server-side tracking, event deduplication, and postback validation.**Familiarity with subscription analytics platforms like RevenueCat or custom LTV tracking. • Understanding of cohort-based reporting and incrementality testing. • Exposure to product-led growth strategies and retention modelling.**