Growth Marketing Specialist

Summary:

Popsa is the publisher of your life stories, so the personalised products we create have huge emotional attachment. They are made for 50th birthday parties, to capture a new baby’s first year, or a fitting way to remember the holiday of a lifetime. Life’s great milestones, shared celebrations, but also the smaller moments in life.

We’re looking for an experienced customer acquisition specialist to join our team. This gives you an exciting opportunity to drive the strategy and execution of our marketing campaigns across a wide variety of channels, countries, audiences, products and occasions. We are looking for someone to join that has a passion for digital marketing and is highly numerate in their approach to marketing, yet appreciates the influence of creativity in driving successful outcomes. You will help accelerate our growth across our European markets.

You will be a key member of the marketing team with your core responsibility to acquire customers cost-effectively. It is a highly analytical role, yet you will also work closely with the Creative team on a regular basis to use the insights you gain from campaigns to deliver better outcomes.

You will have experience with Facebook, Google and other ad products, so will bring a core specialism to the team, yet you will be opened up to work across other channels.

What the job involves:

  • Ownership of the new customer acquisition strategy, execution and management across some of our core markets.

  • Regular reporting to ensure we are in line with KPIs such as CAC, profit margins and lead efforts to improve conversion metrics.

  • Use our analytics and business intelligence tools to identify cohorts with strong CAC:LTV.

  • Develop spreadsheet tools to help with modelling performance, forecasting and improving the efficiency of our customer acquisition efforts.

  • Working with creative and copy teams to propose and iterate on new ad/copy concepts that are thumb-stopping and high converting.

  • Manage the testing roadmap across channels and form hypotheses for new initiatives in a rigorous, scientific manner. Share marketing campaign insights with the whole team at marketing meetings.

EXPERIENCE & SKILLS

  • 4+ years experience in managing paid mobile app campaigns for a mobile app.

  • Experience in managing multi-geo and multi-language campaigns across Facebook, Google, Apple Search Ads and other customer acquisition channels such as TikTok, Snap and Twitter.

  • Familiarity with different optimisation objectives such as app-event optimisations, value optimisation and campaigns unique to app such as automated app ads.

  • Have worked in cross-functional working environments and have examples to show of collaborative working with creative and data analytics teams.

  • Highly numerate and data-driven: Able to analyse data with ease, draw conclusions, build recommendations and implement them.

  • Experience using attribution technologies such as Branch, AppsFlyer or adjust for mobile campaigns, as well as an understanding of the strengths and weaknesses of these platforms.

  • Has recent experience navigating the changes around iOS 14.5, SKAdNetwork and knows of the differences in attribution methods across platforms.

  • Experience with budgeting, forecasting and setting targets for KPIs such as CAC across markets, channels and OS.

  • Experience with analytics technologies such as Mixpanel or Amplitude for deriving insights from our customers behaviour in-app.

  • Advanced skills in Google Sheets/Microsoft Excel. Some exposure to SQL and/or Python for helping answer questions across large datasets.

  • Experience with BI tools for building dashboards such as Looker or Tableau.

  • Knowledge of eCommerce specific metrics such as gross margin and experience factoring this into campaign optimisation decisions.

  • Comfortable speaking with internal engineering teams about new technologies, marketing projects and debugging issues.

  • Client-side experience is preferable, although agency-side experience will be considered as long as you are hands on, driven and results orientated.

Advantage

  • Additional European language and understanding of local market culture and norms is a big plus.

  • Experience working on upper-funnel ad campaigns for driving brand metrics such as awareness and recall.

  • Experience with App store optimisation.

  • Experience working on other forms of measurement such as MMM and incrementally.

  • Experience with web development languages such as HTML, CSS and Javascript. Knowledge and experience with developing high converting landing pages.

Applications

If you're interested in this role we'd love to hear from you!

Send us an email with a covering letter as well as a CV and/or portfolio where appropriate.

We'll get back to you as soon as we can.

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