Website:
croissancenow.com
Job details:
Department : Campaign Delivery — App
Location : Gurgaon/Ghaziabad/Hybrid (2 days in-office)
CTC Range : ₹9 – 14 LPA (commensurate with experience)
Reports To : Founding Partner – Operations
Experience : Minimum 5 years in mobile app user acquisition
Start Date : Immediate / As soon as possible
ABOUT THE ROLE
As our App Campaign Delivery Manager, you will own the complete execution of user acquisition campaigns designed to drive app installs, in-app events, and measurable downstream KPIs for our clients across BFSI, HealthTech, EdTech, and D2C verticals. You will be the agency's primary expert in mobile measurement, attribution, and app-first paid acquisition — spanning Google UAC, Meta App Install campaigns, programmatic in-app advertising, performance affiliate networks, and direct media buying across third-party ad networks. You will align with and evaluate ad network partners, negotiate direct media buys, set up MMP integrations, manage attribution windows, prevent fraud, and deliver clean, accountable performance reporting that directly ties every rupee of media spend to measurable business outcomes.
KEY RESPONSIBILITIES
• Own end-to-end delivery of all app install and user acquisition campaigns across the agency's client portfolio
• Plan, set up, and launch campaigns on Google App Campaigns (UAC), Meta App Install Ads, and programmatic in-app platforms (AppLovin, IronSource, Unity Ads, InMobi, or similar)
• Lead MMP onboarding for new clients: SDK integration advisory, event mapping, cohort setup, and attribution window configuration on AppsFlyer or Adjust
• Design and manage the full attribution architecture: media source mapping, deep linking, deferred deep links, and re-engagement campaign tracking
• Configure and actively manage fraud prevention: install validation rules, CTIT thresholds, bot traffic filtering, and publisher blacklists
• Execute performance optimisations: creative rotation, audience segmentation, bid strategy adjustments (Target CPI, Target CPA, ROAS bidding), and event value optimisation
• Identify, evaluate, and onboard third-party ad networks — assess network quality, negotiate CPI/CPE payout rates, and manage ongoing partner relationships
• Execute direct media buying across ad networks: negotiate insertion orders, manage budgets, monitor delivery pacing, and enforce brand safety standards
• Align ad network partnerships with client objectives — match the right network to the right vertical, geography, and audience profile
• Manage performance affiliate and traffic partnerships — onboard publishers, set payout structures, monitor traffic quality, and enforce compliance
• Collaborate with the creative team to brief and iterate on video ads, playable ads, and native creatives optimised for UA objectives
• Run creative A/B tests rigorously — test hypotheses around ad format, messaging, CTA, and audience segment with statistically meaningful sample sizes
• Build and maintain client-facing dashboards showing cohort performance, Day 1/7/30 retention by channel, LTV proxies, and ROAS curves
• Monitor and interpret cohort data to identify high-quality traffic sources and reallocate budgets toward best-performing channels
• Stay current on iOS privacy changes (SKAdNetwork, ATT framework), Android Privacy Sandbox developments, and their implications for measurement and targeting
• Support new business pitches with benchmark CPIs by vertical, recommended channel mix, and MMP setup plans
PLATFORM & TECHNICAL REQUIREMENTS
• Mobile Measurement Platforms (MMP): Expert level on AppsFlyer OR Adjust — one is mandatory, both is ideal
◦ Dashboard navigation: cohort reports, retention reports, fraud reports, pivot reports
◦ SDK integration: understanding of Android and iOS SDK setup (developer handoff, not coding)
◦ Attribution setup: multi-touch, view-through attribution, re-engagement campaigns
◦ Protect (AppsFlyer) or Fraud Prevention Suite (Adjust): active configuration and monitoring
• Google App Campaigns (UAC): Advanced
◦ Asset group strategy, creative rotation, in-app event optimisation
◦ Firebase event setup and Google Ads linking
◦ Bidding: Target CPI, Target CPA, Maximise Installs/Conversions
• Meta App Install Campaigns: Advanced
◦ App Events Optimisation (AEO) and Value Optimisation (VO)
◦ Meta SDK vs MMP postback configuration — understanding the difference and when each is used
◦ Post-iOS 14 campaign structures: AEM, SKAdNetwork, aggregated event measurement
• Programmatic In-App: Hands-on experience with at least two of AppLovin MAX, IronSource (Digital Turbine), Unity Ads, InMobi, Vungle, or Chartboost
◦ Understanding of waterfall mediation vs in-app bidding and their impact on UA cost efficiency
◦ Creative formats: interstitials, rewarded video, banner, and native in-app placements
• Ad Network Alignment & Direct Media Buying
◦ Experience evaluating ad networks for quality, reach, and vertical fit before committing client budgets
◦ Negotiating CPI, CPE, and CPM rates directly with network account managers
◦ Managing insertion orders (IOs), budget caps, and delivery tracking on direct buys
◦ Familiarity with networks such as Moloco, Liftoff, Jampp, Digital Turbine, Mintegral, or Affle
◦ Monitoring network-level performance: CTR, CVR, IPM (Installs per Mille), post-install event rates by source
• Performance Affiliate / CPI Networks: Experience onboarding and managing publisher networks on a CPI or CPE payout model
◦ Publisher quality scoring, traffic source analysis, and fraud prevention on affiliate channels
• App Store Optimisation (ASO): Working knowledge — enough to advise on store listing improvements that complement paid UA
CANDIDATE REQUIREMENTS
• Minimum 5 years of hands-on mobile user acquisition experience — agency or high-growth app company background preferred
• Direct, verifiable experience managing monthly UA budgets of ₹20L–₹1 Cr+ across app install channels
• Expert-level command of at least one MMP (AppsFlyer or Adjust) — this is a non-negotiable requirement
• Strong understanding of the mobile measurement ecosystem: IDFA, GAID, SKAdNetwork, privacy-first attribution, fingerprinting limitations
• Demonstrated ability to optimise toward post-install events (D1 retention, registration, first transaction) — not just installs
• Excellent analytical skills — fluent in cohort analysis, LTV estimation, and ROAS modelling from MMP data
• Experience working with product and tech teams on SDK integration, deep link setup, and app event naming conventions
Strong written and verbal communication in English — able to present complex attribution data clearly to non-technical client stakeholders
SECTOR EXPERIENCE (ADVANTAGEOUS)
• BFSI — insurance app, lending app, mutual fund, or neobank user acquisition with post-install KYC/activation events
• HealthTech — doctor consultation, e-pharmacy, or diagnostics app install campaigns with registration and booking as downstream events
• EdTech — course app installs with trial start or enrolment as the optimisation event
• D2C — shopping app installs optimised toward first purchase or add-to-cart events
GOOD TO HAVE
• Familiarity with Branch.io as an alternative MMP or deep linking platform
• Experience with retargeting and re-engagement campaigns using AppsFlyer Audiences or Adjust Audiences
• Knowledge of incrementality testing and holdout group methodology for UA channels
• Exposure to international UA campaigns — UAE, Singapore, or South-East Asia markets
• Understanding of App Store Connect (iOS) and Google Play Console analytics
• Google UAC certification or Google Mobile Ads certification (current)
WHAT YOU WILL OWN (KPIS)
KPI / Target / Expectation
CPI (Cost per Install) : At or below agreed client benchmarks every month
Post-install event rate : CPE targets met: registration, first transaction, D1 retention
Fraud rate ; Below 5% invalid installs across all client campaigns
Budget utilisation : 95–100% of agreed monthly budget deployed efficiently
Reporting turnaround : Cohort reports delivered within 2 days of month-end
To apply: Send your CV, a brief cover note, and relevant campaign performance samples to harry@croissancenow.com
Subject line: Application – App Campaign Delivery Manager
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