• Own and scale app acquisition across Apple Search Ads and paid social app campaigns, optimizing toward install efficiency and downstream funnel performance. • Develop and execute a testing roadmap across audiences, creatives, bidding strategies, and campaign structures. • Collaborate closely with the Core Performance Marketing team to ensure alignment across channels and campaigns. • Lead the creative testing strategy and translate performance insights into creative direction. • Own ASO strategy and execution, including keyword research, metadata optimization, creative strategy, and conversion rate optimization to improve discoverability, relevance, and store conversion. • Leverage existing tooling (e.g., AppTweak, Appsflyer) to identify opportunities, monitor performance, and inform testing priorities. • Manage and optimize App Store Product Pages, Custom Product Pages (CPPs), and In-App Events to support seasonal campaigns, promotions, and product launches. • Lead the strategy and execution of In-App Events and app-specific storefront placements to drive discovery, engagement, and conversion. • Collaborate with Product Marketing to translate positioning, messaging, and seasonal narratives into effective App Store and in-app experiences. • Ensure app store assets are aligned with broader marketing initiatives while tailored to app-specific audiences and intent. • Demonstrate a strong understanding of the app funnel from Open → Purchase, identifying drop-offs and opportunities to improve media conversion and velocity. • Use a data-first approach to analyze performance drivers and translate insights into action. • Report on app growth KPIs and test results to key stakeholders, with clear recommendations and next steps. • Partner closely with Product Marketing, Creative, Product, Data, Lifecycle/CRM, and Core Performance teams to drive cohesive app growth initiatives. • Partner with Data and Engineering to ensure accurate app measurement and attribution, including validating AppsFlyer event setup, event naming, and data integrity across the app funnel. • Operate alongside the SEO team (focused on non-app) with clear swim lanes and shared learnings. • Serve as the app growth subject-matter expert and point of accountability across the organization.