Equiti is a pioneering fintech firm and world-class provider of multi-asset fintech products - from liquidity solutions to in-house tech hubs to online trading platforms. With over 400 global specialists in 9 languages, Equiti provides clients with access to individual, professional, and institutional brokerage services in Europe, the Middle East, and Africa.
At Equiti, we believe that financial opportunities can unlock potential for everyone, everywhere. We're on a mission to deliver accessible online trading products around the world through education and accessibility.
Think finance is stuffy Think again.
We see Equiti as a new breed of broker, and we are on the lookout for talented individuals who can perform and excel in a dynamic and innovative working environment. Our Performance Marketing department would like to welcome a detail-oriented.
Paid Search Lead – App Campaigns | Remote or in our office in Dubai.
The Paid Search Lead – App Campaigns is responsible for planning, activating and optimizing our global mobile app user acquisition programme across Google App Campaigns (UAC) and Apple Search Ads, alongside supporting web Paid Search activity. You will be working closely with our Programmatic & Social Media Manager and other members of our cutting edge in-house digital team to deliver retail client growth metrics in multiple geographies.
Responsibilities
Campaign Management & Optimization
- Plan, build, and optimize app user acquisition campaigns across Google App Campaigns (UAC) and Apple Search Ads, alongside web Paid Search on Google Ads and Microsoft Ads
- Manage full-funnel campaign execution across iOS and Android – from install volume through to registration, funded account, and first trade
- Continuously optimize across bidding strategies (tCPI, tCPA, tROAS), keyword and Search Match targeting, audience signals, creative asset groups, and store listings to drive performance against KPIs (CPI, CPA, cost per funded account, ROAS)
- Leverage automation and AI-driven campaign types (e.g. UAC bidding models, Smart Bidding, Performance Max) to scale performance efficiently
- Monitor campaign pacing, budgets, and spend allocation across platforms and geographies to ensure performance and efficiency targets are met
- Run and scale Apple Search Ads across Search Results, Search Tab, Today Tab and Product Pages, including keyword harvesting from Search Match, negative keyword management, and Custom Product Pages
- Own the creative asset pipeline for app campaigns – brief, test, and rotate video, image, and text assets, using asset-level reporting and Ad Strength to guide iteration
Data, Tracking & Measurement
- Own tracking implementation and maintenance in AppsFlyer – SDK in-app events, postbacks, OneLink deep linking, and integrations with Google Ads and Apple Search Ads – alongside web conversion tracking, GA4 and tagging frameworks
- Analyze large datasets across the MMP, ad platforms, and internal BI to identify trends, performance drivers, and optimization opportunities
- Apply a strong understanding of app attribution in a privacy-first environment – SKAdNetwork/AdAttributionKit, conversion value schemas, deterministic vs probabilistic matching, and platform-reported vs MMP-reported data – to guide decision-making
- Conduct structured testing across creative, campaign structure, bidding strategies, store listings and landing pages, including incrementality and geo-lift testing where appropriate
- Work with product, analytics and engineering teams to keep the in-app event taxonomy and value passback fit for value-based bidding (tROAS, predicted LTV)
Reporting & Insights
- Produce regular, high-quality performance reports covering install, post-install and revenue metrics, with clear insights, recommendations, and next steps
- Translate data into actionable insights that drive campaign improvements and business impact
- Track performance vs forecast and proactively identify risks and opportunities
- Clearly communicate campaign performance and optimization rationale to stakeholders
- Reconcile MMP, ad platform and internal reporting, and explain discrepancies clearly to stakeholders
Collaboration & Execution
- Work closely with Paid Social, Programmatic, Analytics, CRM and broader Acquisition teams to ensure integrated, multi-channel app growth strategies
- Support campaign planning, audits, and testing roadmaps across the app and Paid Search function
- Collaborate with creative, product and ASO teams to improve asset relevance, store conversion rate, and the post-install onboarding experience
- Ensure all campaigns are set up, QA'd, and executed to the highest standard
- Support reconciliation and finance processes
Skills & Competencies
- Deep expertise in app campaign platforms – Google App Campaigns (UAC) and Apple Search Ads – plus web Paid Search (Google Ads, Microsoft Ads), with a strong understanding of auction dynamics, automated bidding, keyword and Search Match mechanics, tracking, and app attribution models
- Hands-on working knowledge of AppsFlyer (or a comparable MMP such as Adjust, Branch or Singular), including event mapping, cohort and retention reporting, deep linking, and fraud protection
- Solid grasp of the mobile privacy and measurement landscape – ATT, SKAdNetwork/AdAttributionKit, conversion values, and Android Privacy Sandbox – and how it shapes optimization decisions
- Strong analytical mindset with the ability to interpret large, complex datasets and translate insights into actionable optimizations that drive performance
- Proven ability to work effectively in a cross-channel environment, collaborating closely with Paid Social, Programmatic, and broader marketing teams to deliver integrated campaign strategies
- Proactive and agile approach, with the ability to quickly adapt strategies in response to evolving business priorities, market conditions, and performance trends
- High attention to detail with advanced numerical and data handling skills; strong proficiency in Excel (e.g., pivot tables, lookups, data modelling)
- Solid understanding of app campaign structure, keyword strategy, audience targeting, creative testing, and testing methodologies (A/B testing, incrementality)
- Familiarity with AI-driven campaign types and automation features (e.g., Performance Max, AI-based optimization tools) is a plus
Experience Requirements
- Bachelor's degree in a quantitative, analytical, or business-related field preferred but not essential
- 4+ years hands-on experience managing paid app user acquisition and/or Paid Search campaigns on the buy-side (agency, in-house, or ad-tech environment) with clear ownership of performance outcomes
- Demonstrable, hands-on expertise running and scaling Google App Campaigns (UAC) and Apple Search Ads at meaningful monthly spend, including bid automation (tCPI, tCPA, tROAS) and creative asset testing
- Hands-on experience with AppsFlyer or another MMP – configuring in-app events and postbacks, reading cohort and retention reports, and troubleshooting attribution discrepancies
- Experience working with post-install performance targets such as CPI, CPA, cost per funded account, ROAS and LTV, with a track record of delivering against KPIs
- Experience running web Paid Search alongside app campaigns is preferred, including Performance Max (PMax); exposure to AI-driven campaign types and automation (e.g., AI Max or similar solutions) is a strong advantage
- Experience marketing a mobile app in a high-consideration or high-LTV category (e.g., trading, fintech, gaming, subscription) is highly advantageous
- Exposure to highly regulated industries (e.g., financial services, insurance, fintech) is highly advantageous
- Experience managing Paid Social campaigns (e.g., Meta) and understanding cross-channel optimization strategies is a plus
- Working knowledge of data querying or automation tools (e.g., SQL, BigQuery, or similar) or a strong willingness to develop these skills
With energy, drive, and imagination, there's no limit to where your career can go at Equiti. With a diverse workforce and geographical spread of offices, we strongly support career development initiatives as well as provide a range of opportunities for professional and life experiences.
Equiti is an equal opportunity employer.
Equiti refers to a group of companies consisting of seven regulated financial services companies licensed to operate in the respective jurisdictions of their incorporation, in addition to our tech and marketing hubs. Equiti has presence in Africa, Europe, and the Middle East.
