App Marketing Manager

3 days ago

Kuala Lumpur, Kuala Lumpur, Malaysia SummitNext Technologies Full time 120,000 - 180,000 per year


Overview:
We are seeking an experienced Senior Manager of App Marketing to lead user acquisition, activation, retention, and engagement strategies for our mobile trading application. You will own the end-to-end mobile growth strategy, including paid acquisition, ASO, CRM, lifecycle marketing, and in-app user experience. This role demands strong analytical and execution skills, a deep understanding of trader behavior, and proven experience scaling mobile apps in fast-paced, ROI-driven environments.

What will you do:

1. Mobile Acquisition & Growth Strategy

  • Own the complete mobile user acquisition strategy (paid & organic) across Google, Meta, Display, Programmatic, OEMs, affiliates, and network channels.
  • Deliver on key performance indicators including installs, registrations, CPA, FTDs, trading activity, and retention.
  • Collaborate with data and BI teams to develop attribution models and optimize campaign performance.
2. App Store Optimization (ASO)
  • Improve app store visibility and conversion rates through keyword optimization, metadata management, and creative assets for iOS and Google Play.
  • Monitor competitor rankings and refine strategies for increased visibility and performance.
  • Launch and test creative variations including screenshots, video previews, and more.
3. Activation & Onboarding
  • Partner with Product, UX, and CRM teams to streamline the onboarding journey (install register verify deposit first trade).
  • Identify drop-off points and implement triggered messaging (push, in-app, SMS) to boost activation rates.
  • Optimize KYC processes, signup flows, and mobile funnels to increase FTUs and FTDs.
4. Lifecycle & Retention Marketing
  • Work closely with the CRM team to execute lifecycle campaigns (push, in-app, email, WhatsApp) aimed at increasing DAU/MAU, retention, and trading frequency.
  • Leverage segmentation and cohort analysis to run personalized mobile campaigns tailored to user lifecycle stages.
  • Drive engagement through features like gamification, loyalty programs, and trading alerts.
5. Cross-Functional & Regional Collaboration
  • Collaborate with country and regional teams to localize mobile campaigns and app storefronts.
  • Coordinate with compliance teams to ensure legal and regulatory approvals for mobile creatives.
  • Manage media agency and vendor relationships while exploring emerging user acquisition channels.
6. Reporting & Optimization
  • Develop dashboards and automate reporting to provide clear performance insights.
  • Apply A/B testing frameworks to optimize creatives, messaging, landing pages, and conversion funnels.
  • Continuously improve the CAC:LTV ratio through data-driven decisions.

What makes you a good fit:

  • Bachelors degree in Marketing, Digital, Business, or a related field.
  • 6-10+ years of experience in app marketing, performance marketing, or growth preferably in trading, fintech, crypto, or other high-volume digital platforms.
  • Deep understanding of mobile attribution platforms (e.g., Appsflyer, Adjust, Firebase).
  • Proficiency with analytics tools such as GA4, Looker, or Tableau.
  • Experience managing budgets, agencies, and multi-market digital campaigns.
  • Strong collaboration skills with product and CRM teams to enhance user onboarding and lifecycle journeys.
  • Familiarity with the trading lifecycle (registration, KYC, FTD, retention).
  • Bilingual or multilingual capabilities are a plus.
Preferred qualities:
  • Experience working in regulated environments (e.g., ASIC, FCA, CySEC).
  • Exposure to referral-based or community-driven growth strategies.
  • Familiarity with CRM and marketing automation platforms such as Braze, MoEngage, CleverTap, or OneSignal.

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