Manager - Digital Marketing

Objective: The Hindu is seeking App growth managers for its digital products. We are looking for passionate professionals with experience in App Growth to help scale up the installs and subscriptions for our Android and iOS apps through organic and paid channels (including Apple Search Ads).

Responsibilities:

Keyword Research and Optimization: Conduct keyword research, optimize app metadata, and adjust campaigns for visibility and conversion.

Market Analysis: Analyse competitive landscape to identify opportunities for increasing organic traffic or scaling paid acquisition.

Campaign Creation and Management: Design and manage Apple Search Ads and Google Universal App campaigns, including budget allocation and bidding strategies.

A/B Testing: Perform A/B testing on app store listings/creatives, app elements and ad campaigns to improve conversion rates.

Monitoring Performance:Track and analyze app performance metrics and Apple Search Ads campaigns to inform adjustments.

Content Creation:Collaborate with product managers, designers and content writers to create engaging content that adheres to app store guidelines.

Reporting:Prepare reports on ASO and ASA efforts, including performance and ROI analysis.

Collaboration: Work with team members across departments to align ASO and ASA strategies with business objectives.

Staying Updated:Keep up to date with industry trends, tools, ASO techniques, and app store policies.

Budget Management:Manage advertising budget to maximize campaign performance and ROAS.

Create and experiment with custom product pages and custom store listings on the Apple App Store and Google Play Store to target specific audiences and improve conversion rates.

Desired Skills:

• Should have a minimum of 4 years of experience in ASO, ASA and paid app growth; experience in the news industry or with a B2C subscription app preferably.
• Should have a proven track record of success in ASO, with demonstrable improvements in app visibility, downloads, user engagement, and conversions.
• Should have proficiency in ASO and app analytics/attribution tools (such as App Store Connect, GA4, Apps flyer, App tweak, Adjust, Branch, etc.) to help you interpret data and performance metrics
• Should be updated on app/play store policies, and procedures, and you understand app/play store algorithms, ranking factors and best practices.
• Should understand search traffic and its impact on organic metrics
• Should have experience conducting A/B tests in the App Store, and you have run promotional events on Play Store