<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:14.0pt"><span style="font-family:"Times New Roman","serif"">Responsibilities:</span></span></b></span></span></span></p>
<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">1. App Downloads & User Acquisition</span></span></b></span></span></span></p>
<ul>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Own <b>end-to-end app acquisition strategy</b> across Android & iOS platforms.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Drive <b>high-quality app installs</b> through paid channels: Google App Campaigns, Meta, influencer marketing, OEM partnerships, and affiliate networks.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Optimize <b>Cost per Install (CPI)</b> and <b>Cost per First Order (CPFO)</b> while scaling volume.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Execute store-level digital campaigns to convert offline customers into app users (QR-led installs, in-store promotions).</span></span></span></span></span></span></li>
</ul>
<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">2. App Store Optimization (ASO)</span></span></b></span></span></span></p>
<ul>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Own ASO strategy to improve <b>organic app discoverability, install conversion rates, and ratings</b>.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Optimize app listings: keywords, screenshots, videos, descriptions, reviews & ratings.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Collaborate with product and tech teams to improve app performance metrics affecting store rankings.</span></span></span></span></span></span></li>
</ul>
<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">3. App Engagement, Retention & Lifecycle Marketing</span></span></b></span></span></span></p>
<ul>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Build and execute <b>user lifecycle journeys</b> using push notifications, in-app messages, email, SMS, and WhatsApp.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Improve <b>DAU/MAU, retention cohorts, repeat order frequency</b>, and churn reduction.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Design personalized campaigns based on user behaviour, order history, and location.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Drive adoption of loyalty programs, offers, subscriptions, and app-exclusive launches.</span></span></span></span></span></span></li>
</ul>
<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">4. Performance Marketing for App Orders</span></span></b></span></span></span></p>
<ul>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Lead app-focused performance marketing across:</span></span></span></span></span></span>
<ul style="list-style-type:circle">
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list 1.0in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">App install → first order → repeat order funnel</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list 1.0in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Retargeting, re-engagement, and win-back campaigns</span></span></span></span></span></span></li>
</ul>
</li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Own metrics like <b>ROAS, LTV/CAC, order conversion rates</b>, and app revenue contribution.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Coordinate with aggregator platforms to ensure <b>app-first ordering incentives</b>.</span></span></span></span></span></span></li>
</ul>
<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">5. Analytics, Experimentation & Growth Insights</span></span></b></span></span></span></p>
<ul>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Set up and own <b>app growth dashboards</b> tracking installs, activation, retention, cohorts, funnel drop-offs, and revenue.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Run A/B tests on:</span></span></span></span></span></span>
<ul style="list-style-type:circle">
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list 1.0in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Onboarding flows</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list 1.0in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Offers & promotions</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list 1.0in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Push notification timing & creatives</span></span></span></span></span></span></li>
</ul>
</li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Translate insights into product, UX, and marketing improvements.</span></span></span></span></span></span></li>
</ul>
<p style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="font-family:Calibri,"sans-serif""><b><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">6. Product & Tech Collaboration</span></span></b></span></span></span></p>
<ul>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Work closely with <b>product, tech, and UX teams</b> to improve app onboarding, checkout flow, and overall experience.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Provide data-backed inputs on features that improve retention, speed, and conversion.</span></span></span></span></span></span></li>
<li style="margin-bottom:13px"><span style="font-size:11pt"><span style="line-height:normal"><span style="tab-stops:list .5in"><span style="font-family:Calibri,"sans-serif""><span style="font-size:12.0pt"><span style="font-family:"Times New Roman","serif"">Align marketing calendars with app releases, feature launches, and app-exclusive campaigns.</span></span></span></span></span></span></li>
</ul>
