Digital Marketing Specialist (Performance Marketing & Mobile Apps)

Job Description Roles & Responsibilities We are looking for a hands-on Digital Marketing Specialist with strong expertise in Performance Marketing, Mobile App User Acquisition, Paid Media (Google, Meta, TikTok), Analytics (GA4/Firebase), and Growth Marketing. Experience in fintech, payments, digital wallets, or mobile app businesses is highly preferred. What You Must Know:- Paid Media — The Full Stack – Meta Ads (Facebook + Instagram) — campaigns, audiences, creatives, attribution windows, CAPI – Google Ads — Search, UAC / App campaigns, Display, YouTube, Performance Max – TikTok Ads — creative-led campaigns, Spark Ads, lookalike and interest targeting – Snapchat Ads — especially relevant given the UAE’s high penetration rates – Apple Search Ads (ASA) — mandatory for any mobile app business; CPP, keyword bidding, creative sets – LinkedIn Ads — awareness and employer branding when needed – X (Twitter) Ads — basic proficiency – Programmatic fundamentals — DSPs, PMPs, viewability, brand safety; you don’t need to run a DSP independently but you need to know when and why to use one Mobile App Marketing – App Store Optimisation (ASO) — iOS App Store and Google Play; keyword strategy, listing copy, screenshots, A/B tests – Apple Search Ads — campaign types, CPP structure, keyword match types – Deep linking — how they work, deferred deep links, why they matter for campaigns, how to troubleshoot – Mobile user acquisition funnels — install → registration → KYC → first transaction → retention – Re-engagement and retargeting for lapsed mobile users Attribution & Measurement – Adjust — campaign tracking, deep links, cohort analysis, fraud filtering, SKAdNetwork (SKAN) – Multi-touch attribution — understanding different models and their tradeoffs, not just reading dashboards – Incrementality testing — knowing the difference between correlation and causation in performance data – UTM discipline — consistent campaign tagging, source/medium/campaign/content/term, and QA – SKAdNetwork — understanding post-iOS 14 privacy constraints and how they affect reporting Analytics – GA4 — event schema design, funnel analysis, explorations, audience building, custom reports, BigQuery export – Firebase Analytics — mobile event tracking, user properties, debug view – Mixpanel or Amplitude — product analytics, cohort retention, funnel drops; at least one is required – UTM tracking, campaign tagging, and data hygiene across all tools – Ability to read and QA data exports and SQL outputs — you don’t need to write complex queries but you need to understand results and flag anomalies CRM & Lifecycle Marketing – Insider — journeys, segments, A/B testing, push notifications, in-app messaging, web personalisation, onsite campaigns – Push notification strategy — timing, frequency capping, copy, deep link targets, opt-in rate optimisation – Email marketing — automated flows, segmentation, deliverability fundamentals (SPF, DKIM, bounce handling) – SMS marketing — particularly relevant for emerging-market user bases – Lifecycle thinking: mapping a user from first install to loyal customer, building flows for each stage, measuring drop-off – Re-engagement campaigns — win-back flows, churn prediction signals, incentive design SEO – Technical SEO — crawlability, page speed, Core Web Vitals, structured data, hreflang for multilingual sites – On-page optimisation — keyword research, content briefs, title/meta, internal linking strategy – Off-page — backlink strategy, digital PR, local citations – Tools: Ahrefs or SEMrush (must have hands-on experience with at least one), Screaming Frog, Google Search Console – ASO as the mobile equivalent of SEO — keyword ranking, listing conversion, review management Social Media & Content – Organic strategy across Instagram, TikTok, LinkedIn, Snapchat, X, and YouTube – Content calendar management, scheduling tools (Buffer, Hootsuite, Later, or native schedulers) – Short-form video — understanding what makes content perform on each platform; able to brief creators and UGC partners effectively – Community management — responding, engaging, escalating when needed – Influencer and creator partnerships — sourcing, vetting, briefing, tracking results with UTMs and promo codes – Social listening — brand monitoring, competitor tracking, trend identification AI-Augmented Work – Claude — for research, campaign analysis, audience insights, and competitive research; daily use, not occasional – Prompt engineering — knowing how to get reliable, structured output; iterating on prompts based on results – AI-powered creative tools — awareness and hands-on experience a strong plus Performance Reporting – Weekly and monthly reporting across all channels — owned from data pull to insight to recommendation – CAC, ROAS, CPI, LTV, activation rate, retention rate, D1/D7/D30 — you know what drives each metric – You act on data. You don’t just present it. Desired Candidate Profile Nice to Have:- – Experience marketing a regulated financial product (wallet, remittance, payments, banking) – UAE, GCC, East Africa, or Latin American market experience – Bilingual: Arabic or Spanish a strong advantage – Google Tag Manager — event setup, triggers, debugging – Affiliate and referral programme management – Experience working in a lean team where you had to own the full function yourself What This Role Is Not – A management position — this is a full hands on job! – An account management role — you are not briefing an external media agency – A strategy-only role — you are accountable for execution, not just recommendations Requirements – 3+ years in a hands-on digital marketing role (agency or in-house) – Demonstrable results — be ready to present real campaigns and real numbers at interview – Fluent English, written and spoken – Must be based in or willing to relocate to Dubai, UAE – Must be able to work on-site Employment Type Full Time Company Industry IT - Software Services Department / Functional Area MarketingBrand ManagementMarketing ResearchDigital Marketing Keywords Growth Marketing SpecialistPaid Media SpecialistInsiderUser Acquisition SpecialistPerformance Marketing ManagerPaid SocialPaid SearchMobile Marketing ManagerDigital WalletROAS OptimizationSenior Digital Marketing Executive Get real-time job updates only on our App