Paid Social & Mobile App Growth Manager (Remote)

About this job

Open to candidates across EU / EMEA time zones (UTC+0 to UTC+3) FP Markets Group of Companies is a well-established multi-regulated broker, founded in Australia, offering traders access to CFD trading on Forex, Indices, Commodities, Stocks and Cryptocurrencies. We are growing and looking to recruit a Full-time Paid Social & Mobile App Growth Manager. You will own two of our biggest growth levers: paid social across web and app, and mobile app growth from install to first-time deposit (FTD). Sitting in the Growth Team (Global Paid Growth), you will set strategy, run a multi-channel budget and decide each month where spend goes, web sign-ups or app installs, based on cost per FTD and return on ad spend (ROAS). You will own the numbers from impression to FTD and beyond. How success is measured • Leads and FTDs from paid social (web) and from the app, by source and region. • Cost per install, cost per registration and CPA per FTD against target, by region and platform. • Install-to-FTD conversion rate. • 30 / 90-day ROAS on web and app cohorts. • Spend within the approved monthly budget. • App store conversion rate (page view to install), keyword rankings and average rating. Responsibilities Strategy and budget • Own the paid social and mobile app acquisition strategy, budget and forecast across all target regions. • Decide each month how spend splits between web and app objectives, based on cost per FTD, ROAS and install-to-FTD conversion. • Manage monthly budget pacing with Marketing Operations, reallocating spend weekly based on CPA, ROAS and cohort quality, and report performance against objectives. Paid social (web and app) • Plan, launch and optimise paid campaigns across Meta, TikTok, Snapchat, X, LinkedIn and Reddit, for both web leads and app installs. • Own account structure, audiences, bidding and campaign naming across all paid social platforms. • Optimise beyond installs and leads to registration, KYC completion and FTD, using value-based and event-based bidding. • Run a continuous creative testing programme with the Creative and Content teams: briefs (video, playables, static, store assets), variants, learnings and fatigue tracking. Mobile app acquisition • Plan, launch and optimise app install and in-app event campaigns across Apple Search Ads, Google App Campaigns (UAC) and selected programmatic / mobile ad network partners. • Source, onboard and manage app networks and agencies, with strict fraud controls. ASO and organic app growth • Own App Store and Google Play optimisation: keyword research, metadata, screenshots, preview videos and localisation for priority languages. • Run store-listing experiments (Google Play Experiments, Apple Product Page Optimisation) and Custom Product Pages aligned to paid campaigns. • Grow ratings and reviews through in-app prompts and review management. • Drive web-to-app and cross-channel installs with SEO, Content, CRM and Partnerships (IB/affiliate) teams, including deep links and QR flows. Measurement and attribution • Own mobile measurement through our MMP (AppsFlyer): SDK events, deep links, SKAdNetwork / AdAttributionKit, Google Privacy Sandbox for Android, and UTM / tracking-link standards. • Keep web (Meta Pixel / Conversions API) and app (MMP) attribution aligned and deduplicated, so paid social results are counted once. • Work with Data Engineering on cohort, CAC, LTV, ARPU and ROAS reporting (30- and 90-day) that ties installs and sign-ups to FTD and net deposits. • Keep event tracking, postbacks and attribution windows accurate across all partners. Funnel and conversion • Partner with Product and Dev on onboarding, KYC and first-deposit flows in the app to lift install-to-FTD conversion. • Work with the CRM & Lifecycle manager (Salesforce Marketing Cloud) on push, in-app and email journeys for new app users. Compliance • Ensure all ads and app store assets meet the requirements of each regulator (ASIC, CySEC, FSCA and others), platform ad policies for financial products, and Apple / Google app store guidelines, including risk warnings and country restrictions. Out of scope • Organic social and community (Discord, Reddit communities, Telegram), owned by the Organic Social & Community Growth Manager. Candidate profile Must have • 4+ years in paid acquisition, covering both paid social (Meta, TikTok and at least one other platform) and mobile app user acquisition. • Proven experience in online retail trading (FX/CFDs), iGaming or crypto: you understand regulated, high-CPA acquisition, deposit-driven funnels and the ad-platform restrictions these verticals face. • Hands-on ownership of a multi-channel paid budget of USD 250k+ a month. • Hands-on experience with Apple Search Ads, Google App Campaigns, MetaAds, LinkedIn, X and ASO, with proven results on both App Store and Google Play as well as driving Web/Desktop Leads and FTDs • Deep working knowledge of an MMP (AppsFlyer preferred), SKAdNetwork, post-ATT measurement and deep linking, plus Meta Pixel / Conversions API. • Strong analytical skills: cohort analysis, LTV modelling, incrementality thinking and ROAS-based budget decisions; comfortable in Excel / Google Sheets and BI dashboards. • Experience optimising to down-funnel events (registration, deposit), not just clicks or installs. • A track record of running structured creative testing at scale. • Fluent English, written and spoken. Nice to have • Experience with programmatic and mobile ad networks. • Experience with Snapchat, Reddit and other social or new ad channels such as ChatGPT. • Knowledge of financial-promotion rules (ASIC, CySEC, FSCA) and Apple / Google policies for financial apps. • SQL or BigQuery; familiarity with Salesforce Marketing Cloud. • A second language relevant to our key markets (e.g. Spanish, Portuguese, Arabic, Chinese, Thai or Vietnamese). Personal attributes • Commercial and numbers-driven: you decide on cost per FTD, not clicks or installs. • Comfortable owning a large budget and explaining every euro of it. • A fast tester who learns from failures and scales winners quickly. • Collaborative with Creative, Product, CRM and Data Engineering. Our offer • A welcoming, young and multicultural team with approachable leadership. • Real autonomy over a large growth budget, and the chance to contribute to a dynamic business in a growth phase. • Support for your ideas and room to put your expertise into the company's best practices. • Continuous personal development, a training and development budget, growth with the company and the opportunity to learn from industry leaders. • Competitive remuneration, regular salary reviews and performance-based incentive schemes. • A vibrant company life: from team activities to global celebrations. Journey to FP Markets • Interview with HR • Interview with the CMO • Interview with the Head of Trading Platform Development Join our team and be a part of a professional, rapidly-growing company operating in a multicultural environment!