Mobile App Growth Lead

About Us

ExpressVPN, part of Kape Technologies, is one of the world's leading VPN and digital privacy brands, trusted by millions of users globally. We are committed to making online privacy accessible to everyone — and we're growing fast. As we expand our mobile footprint, we're looking for a driven, strategic, and hands-on Mobile App Growth Lead to own and accelerate our app growth across paid and organic channels.

Role Overview

As our Mobile App Growth Lead, you will own the end-to-end growth strategy for ExpressVPN's mobile app across both paid acquisition and organic search (ASO). You will plan, execute, and scale campaigns across major paid channels including Google UAC, Meta, TikTok, native ad networks, and DSPs, while also driving discoverability and conversion through a robust ASO program. This is a senior individual contributor role with significant ownership, reporting to the Head of Performance Marketing.

Key Responsibilities

Paid User Acquisition

• Plan, launch, and scale paid app install and subscription campaigns across Apple Search Ads, Google UAC, Meta Ads, TikTok Ads, Apple Search Ads (ASA), native ad platforms, and programmatic DSPs.
• Develop full-funnel acquisition strategies tailored to mobile, optimizing from impression to install to paid subscription.
• Continuously test and optimize creative assets, audience targeting, bidding strategies, and landing experiences to improve CPA and maximize ROAS.
• Identify and evaluate new paid channels, ad formats, and growth opportunities to diversify and expand the acquisition mix.
• Manage significant media budgets with a strong focus on efficiency, scalability, and hitting growth targets.

App Store Optimization (ASO)

• Lead and Own the end-to-end ASO strategy for ExpressVPN across the Apple App Store and Google Play Store in key markets.
• Conduct ongoing keyword research, metadata optimization (titles, descriptions, subtitles), and conversion rate optimization for store listings.
• Manage A/B testing of store creatives (icons, screenshots, preview videos) to maximize browse-to-install conversion rates.
• Monitor and analyze organic ranking trends, competitor positioning, and algorithm changes to proactively adapt strategy.
• Collaborate with design and brand teams to produce high-converting store creative assets aligned with brand guidelines.

Analytics & Reporting

• Define, track, and report on core growth KPIs including installs, CPI, CPA, LTV, ROAS, organic ranking, and conversion rates.
• Build and maintain performance dashboards to provide clear visibility into campaign and ASO performance for key stakeholders.
• Leverage MMP data (e.g., Adjust, AppsFlyer, Firebase) and in-platform analytics to derive actionable insights and inform strategy.
• Implement A/B testing frameworks across both paid and organic initiatives to drive continuous improvement.

Cross-Functional Collaboration

• Partner with product, engineering, and data science teams to improve in-app onboarding, conversion flows, and retention.
• Work with the creative team to brief and iterate on ad creatives and store assets based on performance data.
• Collaborate with the broader performance marketing team to share learnings and align on strategy across platforms.

Requirements

Experience

• 5+ years of experience in mobile app growth, performance marketing, or user acquisition roles.
• Hands-on experience managing campaigns on Google UAC/ACi, Meta Ads, TikTok Ads, and Apple Search Ads.
• Proven experience with programmatic DSPs and/or mobile ad networks (e.g., ironSource, AppLovin, Unity Ads).
• Demonstrated success running and scaling ASO programs across the App Store and Google Play.
• Experience in subscription-based or freemium mobile apps is strongly preferred.
• Experience with Mobile Measurement Platforms (MMPs) such as AppsFlyer.

Skills

• Strong analytical mindset with the ability to interpret complex datasets and translate them into clear strategies.
• Proficiency in analytics and reporting tools (e.g., Google Analytics, Tableau, Looker, Excel).
• Deep understanding of mobile attribution, incrementality, and privacy changes (ATT, SKAdNetwork).
• Familiarity with ASO tools such as AppTweak, MobileAction, or Sensor Tower.
• Creative eye for mobile ad formats and store listing best practices.
• Excellent communication skills with the ability to present insights and recommendations to senior stakeholders.
• Strong project management capabilities — able to manage multiple campaigns and initiatives simultaneously.

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