Performance Manager (Apps)

Meet ApertureAt Aperture, we create value and drive growth by delivering exceptional product consultancy and advertising services to our global partners. Through data-driven strategies, we harness our expertise in performance marketing, creative strategy, and product optimisation to achieve outstanding results.Founded in 2022 by industry visionary Hannah Parvaz, we've quickly made waves. Already recognised as Business Consultant of the Year and named 2024's Most Innovative Growth Agency, our trajectory is nothing short of extraordinary.Now, as we prepare to scale new heights in 2025, we're building a dream team to fuel our ambitions. This is your chance to join us and be part of our incredible growth story. Are you ready to make an impact?Our Culture:Growth mindset. We're hungry to learn and improveTake full responsibility for every outcome—no excusesObsess over results. We're here to make a measurable impactWe're data-obsessed. We let numbers, not opinions, guide our decisionsClient success is our success. PeriodNo ego. The best idea wins, regardless of who it comes fromRadical candour. We give and receive honest feedback to fuel growthWork from anywhereEmbrace our remote-first culture that prioritises impact over location. Work from wherever you're most productive, while enjoying meaningful connections with the team in London from time to time. We bring everyone together regularly for inspiring sessions and great conversations over amazing food—because the best ideas often start with "what if?"Role overview:We're hiring a Performance Manager (Apps) to run high-performance user acquisition for mobile products inside a growth squad. You'll plan and execute multi-channel app campaigns, build and optimise web-to-app funnels, and turn insights into scale across both iOS and Android.You'll be hands-on with measurement and attribution (SKAN, MMPs like AppsFlyer), comfortable switching between app campaign types and web flows when the economics demand it, and confident leading creative testing - from writing hooks to briefing and interpreting results.You'll understand how app store listings impact conversion, how onboarding and paywalls shape payback, and how different signal and attribution strategies - from ADC to AEM, probabilistic to deterministic - influence accuracy and optimisation. You'll know when to rely on platform automation and when to introduce custom optimisation setups to improve performance and tracking.For the right person, this role will evolve into Growth Lead (Apps), shaping how Aperture scales acquisition and monetisation for mobile-first businesses.RequirementsAcquisition strategy and executionOwn media buying for apps across the right mix of channels (Apple Search Ads, Google App Campaigns, Meta, TikTok, and programmatic)Design and manage web-to-app and app-direct funnels; decide when to route traffic to web versus store based on conversion, tracking, and paybackBuild weekly testing plans covering audiences, budgets, creative hypotheses, and landing/store experimentsMeasurement, attribution, and signalsSet up and maintain reliable measurement across SKAN, MMPs (e.g., AppsFlyer), and first-party event frameworksBalance probabilistic and deterministic attribution methods, understanding their trade-offs for each platform and clientOperate and refine signal strategies (ADC, AEM, server-side events) to maximise optimisation accuracy and event qualityReconcile platform, MMP, and internal data sources; communicate discrepancies transparently and propose solutionsFunnels, onboarding, and monetisationMap and monitor the entire user journey: ad → web/store → install → onboarding → trial/subscription → retentionPartner with product and CRM to diagnose drop-offs in onboarding or paywall flows; make clear, testable recommendations. Model payback periods by cohort (D0, D7, D30+) and adjust budget recommendations based on LTV/CAC and cash flowStore presence and conversionOptimise App Store and Play Store listings (screenshots, videos, metadata, localisation) to improve install conversion. Feed learnings from ads and onboarding into ASO strategies; measure and report impact on install-to-open and open-to-trial ratesWeb funnels and toolingPlan, brief, and optimise web funnels that support web-to-app or web-subscription flowsUse tools like RevenueCat, FunnelFox, and Web2Wave to unify subscription data, diagnose issues, and generate actionable insightsBuild reporting that connects ad spend, store performance, and subscription data into a single view of true paybackCreative testing and collaborationWrite strong hooks and headlines that convert; brief creative teams with clear hypotheses and success metricsPartner with the Creative Strategist to produce concepts, analyse results, and iterate based on performance insightsMaintain a structured creative testing framework and tagging system for continuous learningCommunication and client ownershipLead regular performance reviews: what happened, why, and what's nextCommunicate tracking limitations, platform changes, and their impact on optimisation clearlyWork cross-functionally with data, product, CRM, and creative to keep tests moving and feedback loops shortCore competenciesProven success running app acquisition campaigns with measurable impact on installs, trials, and subscriptionsDeep understanding of SKAN, MMPs (AppsFlyer, Adjust, Singular) and the evolving attribution landscapeStrong grasp of web-to-app funnel design, store conversion levers, onboarding flows, and payback modellingAbility to balance probabilistic and deterministic attribution strategies and apply ADC/AEM insights effectivelyHands-on creative testing experience - writing, briefing, and scaling high-performing adsClear communicator who can translate data into confident strategic recommendationsDesirable experienceExperience with server-side tracking, event deduplication, and postback validation. Familiarity with subscription analytics platforms like RevenueCat or custom LTV trackingUnderstanding of cohort-based reporting and incrementality testingExposure to product-led growth strategies and retention modelling