Responsibilities:

1. App Downloads & User Acquisition

• Own end-to-end app acquisition strategy across Android & iOS platforms.
• Drive high-quality app installs through paid channels: Google App Campaigns, Meta, influencer marketing, OEM partnerships, and affiliate networks.
• Optimize Cost per Install (CPI) and Cost per First Order (CPFO) while scaling volume.
• Execute store-level digital campaigns to convert offline customers into app users (QR-led installs, in-store promotions).

2. App Store Optimization (ASO)

• Own ASO strategy to improve organic app discoverability, install conversion rates, and ratings.
• Optimize app listings: keywords, screenshots, videos, descriptions, reviews & ratings.
• Collaborate with product and tech teams to improve app performance metrics affecting store rankings.

3. App Engagement, Retention & Lifecycle Marketing

• Build and execute user lifecycle journeys using push notifications, in-app messages, email, SMS, and WhatsApp.
• Improve DAU/MAU, retention cohorts, repeat order frequency, and churn reduction.
• Design personalized campaigns based on user behaviour, order history, and location.
• Drive adoption of loyalty programs, offers, subscriptions, and app-exclusive launches.

4. Performance Marketing for App Orders

• Lead app-focused performance marketing across:
  • App install → first order → repeat order funnel
  • Retargeting, re-engagement, and win-back campaigns
• Own metrics like ROAS, LTV/CAC, order conversion rates, and app revenue contribution.
• Coordinate with aggregator platforms to ensure app-first ordering incentives.

5. Analytics, Experimentation & Growth Insights

• Set up and own app growth dashboards tracking installs, activation, retention, cohorts, funnel drop-offs, and revenue.
• Run A/B tests on:
  • Onboarding flows
  • Offers & promotions
  • Push notification timing & creatives
• Translate insights into product, UX, and marketing improvements.

6. Product & Tech Collaboration

• Work closely with product, tech, and UX teams to improve app onboarding, checkout flow, and overall experience.
• Provide data-backed inputs on features that improve retention, speed, and conversion.
• Align marketing calendars with app releases, feature launches, and app-exclusive campaigns.