We are looking for a data-driven and creative ASO Associate to drive organic growth for our portfolio of mobile games. You will be responsible for the end-to-end visibility of our titles on the Google Play Store and Apple App Store. Working closely with our Head of Marketing, you will turn market trends into actionable growth strategies and ensure our store presence is world-class.
What This Role Is - and What It Isn't
This role IS:
- Day-to-day hands-on management of paid UA campaigns across Google Ads, Meta, Unity Ads, Mintegral, AppLovin, TikTok, and other mobile ad networks.
- Owning the execution of UA strategy set by the UA Lead / CMO.
- Driving organic growth alongside paid - ASO support, organic channel testing.
- Working closely with the creative team to brief and iterate on ad creatives.
- Coordinating with the Marketing Data Analyst to read performance and find optimization opportunities.
This role IS NOT:
- A UA Lead / CMO role - you're not setting the overall strategy or owning the final budget call.
- A pure ASO role - ASO is part of the job, but paid UA is the primary focus.
- A brand marketing or content marketing role.
- A data analyst role - you'll read dashboards and pull insights, but deep analytics is owned by the Marketing Data Analyst.
- A creative role - you'll brief and review creatives, not design them.
Key Responsibilities
Paid UA Campaign Execution
- Set up, launch, and optimize campaigns across Google Ads (UAC), Meta (Advantage+ App), Unity Ads, Mintegral, AppLovin, TikTok, and other ad networks.
- Manage bids, budgets, geos, audiences, and creative rotations daily.
- Test new campaign structures, bid strategies (tCPI, tROAS, value optimization), and audience segments under the UA Lead's direction.
- Monitor campaign health daily and act fast on regressions or wins.
Budget Management
- Allocate budgets across channels and campaigns as agreed with the UA Lead / CMO.
- Track spend pacing and flag deviations early.
- Maintain accurate spend records and reconcile against MMP and ad-network reports.
Performance Tracking & Reporting
- Track core UA metrics daily: spend, installs, CPI, ROAS, retention, payback period.
- Build and maintain UA performance reports - daily, weekly, monthly.
- Read cohort ROAS, identify what's working, surface what isn't.
- Coordinate with the Marketing Data Analyst on deeper analysis.
Creative Coordination
- Brief the creative team on ad creatives needed for upcoming campaigns and tests.
- Iterate on creative concepts based on performance data.
- Maintain a creative library and refresh cycle across channels.
Organic Growth
- Support ASO efforts - keyword research, store listing optimization, A/B testing screenshots and icons.
- Test and grow organic acquisition channels (cross-promo, partnerships, content).
- Track organic install trends and report alongside paid.
Coordination & Communication
- Work closely with the UA Lead / CMO to align on plans, share learnings, and surface decisions that need their input.
- Partner with product and analytics teams on launch plans for new games and features.
- Communicate clearly and proactively - flag risks and wins early, don't wait for the weekly review.
Required Skills & Qualifications
Channel Experience
- Hands-on experience running paid campaigns on at least two of: Google Ads (UAC), Meta (Advantage+ App or App Campaigns), Unity Ads, Mintegral, AppLovin, TikTok, ironSource.
- Comfortable with mobile app campaign types specifically - not just e-commerce or lead-gen campaigns.
- Understanding of bid strategies - tCPI, tROAS, value optimization - and when to use which.
Mobile UA Metrics
- Solid grasp of UA metrics: CPI, CPM, IPM, CTR, CVR, ROAS, LTV, payback period, retention curves.
- Comfort with cohort-based analysis - reading D7/D14/D30 ROAS, not just blended numbers.
- Understanding of how creative, audience, geo, and bid changes affect each metric.
MMP & Attribution
- Working knowledge of at least one Mobile Measurement Partner: Singular, AppsFlyer, Adjust, Branch, or Kochava.
- Familiarity with attribution basics - install sources, postbacks, SKAN/SKAdNetwork for iOS, deterministic vs. probabilistic attribution.
Tools
- Advanced Excel / Google Sheets - pivots, lookups, cohort analysis, basic modelling.
- Comfort with ad-network dashboards and MMP dashboards.
- Familiarity with BI tools (Looker Studio, Power BI, Tableau) is a plus.
Working Style
- Strong execution discipline - campaigns set up correctly the first time, no sloppy QA.
- Self-driven daily monitoring - you check campaigns every day, not when something breaks.
- Comfortable taking direction from the UA Lead / CMO and executing it precisely.
- Communicates proactively - surfaces issues and wins early, doesn't wait to be asked.
Education
- Bachelor's degree in any field. Marketing, business, or quantitative backgrounds are common but not required. What matters is execution track record on paid UA.
Pay: ₹15,000.00 - ₹50,000.00 per month
Benefits:
- Health insurance
- Leave encashment
Experience:
- gaming company: 1 year (Required)
Work Location: Remote
