Role Overview

This role is responsible for driving app growth, lifecycle marketing, and B2B demand generation through data-driven marketing strategies. The position works closely with product, design, sales, and external partners to improve user acquisition, engagement, and long-term value across both consumer and business segments

Key Responsibilities

App Growth & User Acquisition

• Develop and execute strategies to grow core app metrics, including downloads, activation, retention, and repeat usage.
• Plan and manage full-funnel acquisition campaigns across paid, owned, earned, and partner channels.
• Optimise cost per acquisition (CPA), conversion rates, and overall marketing spend through ongoing performance analysis.
• Build campaign roadmaps aligned with product adoption and user growth objectives.
• Partner with product and design teams to improve onboarding journeys and overall user experience.

Lifecycle Marketing & CRM

• Design and manage personalised CRM journeys across onboarding, engagement, reactivation, and retention stages.
• Execute segmented campaigns via push notifications, email, in-app messaging, and other channels to drive loyalty and lifetime value.
• Conduct A/B testing and audience segmentation to continuously improve engagement and campaign effectiveness.

B2B Demand Generation & Lead Development

• Support B2B pipeline growth by planning and executing digital lead generation campaigns across channels such as LinkedIn, webinars, email, and content marketing.
• Collaborate with sales and business development teams to identify, qualify, and nurture potential leads.
• Apply demand generation best practices, conversion tracking, and reporting to improve lead quality and acquisition efficiency.

Partnerships & Strategic Campaigns

• Support partnership initiatives that drive both consumer adoption and business growth.
• Work with external partners (e.g. merchants, financial institutions, public sector bodies, and platforms) to develop co-marketing initiatives and joint campaigns.
• Contribute to partnership proposals, go-to-market strategies, and campaign execution to deliver shared objectives.

Market Insights & Performance Analytics

• Conduct market research and competitive analysis to identify growth opportunities across B2C and B2B segments.
• Track and analyse KPIs including acquisition, engagement, retention, ROI, lead volume, and lead acquisition cost.
• Translate insights into actionable recommendations to improve marketing performance and growth outcomes.

Job Requirements

• Bachelor's degree in Marketing, Business Administration, or a related discipline.
• Proven experience in app marketing with a strong track record in user acquisition and engagement.
• Solid understanding of B2B demand generation and digital marketing principles.
• Strong analytical skills with the ability to interpret data and translate insights into action.
• Hands-on experience with performance marketing platforms (e.g. Google Ads, Meta Business Manager), SEO tools (e.g. SEMrush, Google Trends), and CRM systems.
• Basic SEO knowledge, including keyword research, analysis, and optimisation, is an advantage.
• Strong project management and organisational skills with the ability to manage multiple priorities.
• Excellent communication and stakeholder management skills.
• Commitment to staying current with industry trends, emerging technologies, and best practices in app and B2B marketing.