Torchora
Back to Home

Key Responsibilities and Required Skills for App Marketing Manager

💰 $ 90,000 – $140,000

Digital MarketingMobile MarketingApp Marketing

🎯 Role Definition

The App Marketing Manager develops and executes marketing strategies to increase app downloads, user engagement, and in-app conversions. They collaborate closely with product, design, and analytics teams to ensure campaigns are data-driven, optimized, and aligned with business objectives.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Specialist
  • Mobile Marketing Coordinator
  • App Marketing Analyst

Advancement To:

  • Senior App Marketing Manager
  • Growth Marketing Manager
  • Director of Mobile Marketing

Lateral Moves:

  • User Acquisition Manager
  • Product Marketing Manager
  • Mobile Analytics Specialist

Core Responsibilities

Primary Functions

  1. Develop and execute mobile app marketing campaigns to drive downloads, retention, and in-app conversions.
  2. Conduct app store optimization (ASO) to improve visibility and rankings on iOS and Android platforms.
  3. Manage user acquisition campaigns across paid channels including social media, search, and programmatic advertising.
  4. Collaborate with product and design teams to create compelling in-app messaging and creatives.
  5. Monitor and analyze campaign performance using analytics platforms and adjust strategies for maximum ROI.
  6. Conduct A/B testing on app creatives, landing pages, and messaging to optimize performance.
  7. Implement push notifications, email, and in-app campaigns to increase engagement and retention.
  8. Develop segmentation strategies to target specific user groups effectively.
  9. Track and report on key KPIs including downloads, retention rates, LTV, and CAC.
  10. Work with cross-functional teams to align marketing initiatives with product launches and feature releases.
  11. Manage budgets for paid campaigns and optimize spend for efficiency.
  12. Evaluate competitor app marketing strategies and identify opportunities for differentiation.
  13. Support influencer marketing campaigns and app partnerships to increase visibility.
  14. Collaborate with analytics teams to create dashboards and reporting for stakeholders.
  15. Identify growth opportunities and recommend strategies for expansion into new markets.
  16. Ensure campaigns comply with platform policies and regulations.
  17. Maintain up-to-date knowledge of mobile marketing trends, tools, and best practices.
  18. Provide insights and recommendations based on user feedback and app reviews.
  19. Work with creative teams to develop engaging ad copy, graphics, and video assets.
  20. Continuously improve acquisition funnels to maximize app adoption and monetization.

Secondary Functions

  • Support ad-hoc analysis and reporting for app performance metrics.
  • Contribute to the organization’s digital marketing strategy and roadmap.
  • Collaborate with business units to translate marketing data into actionable strategies.
  • Participate in sprint planning and agile ceremonies with the app marketing team.

Required Skills & Competencies

Hard Skills (Technical)

  • App Store Optimization (ASO)
  • Paid user acquisition (Facebook, Google Ads, TikTok, etc.)
  • Mobile analytics tools (Firebase, Adjust, Appsflyer)
  • A/B testing and conversion rate optimization
  • Email and push notification marketing
  • Data analysis and KPI reporting
  • Marketing automation platforms
  • Creative development for app ads
  • Budget management for digital campaigns
  • SEO and mobile search marketing

Soft Skills

  • Strategic thinking and planning
  • Strong analytical and problem-solving skills
  • Communication and collaboration
  • Creativity and innovation
  • Time management and prioritization
  • Adaptability and learning mindset
  • Team leadership and mentoring
  • Attention to detail
  • Decision-making under pressure
  • Stakeholder management

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Business, Communications, or related field

Preferred Education:

  • Bachelor’s degree with a focus on Digital Marketing, Mobile Marketing, or Analytics

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Digital Media

Experience Requirements

Typical Experience Range:

  • 3–5 years in mobile or digital marketing

Preferred:

  • 5+ years of experience managing app marketing campaigns with measurable growth results
Explore More Careers