Performance Marketing/ Growth Specialist (App Growth)

About GSM Kazakhstan

GSM Kazakhstan is a member of Green and Smart Mobility (GSM Global), a pioneering technology-driven transportation company committed to promoting sustainable mobility solutions. As part of a rapidly growing international ecosystem, GSM Kazakhstan delivers customer-centric transportation services while leveraging innovative technologies to enhance service quality and operational excellence.

Role Overview

Green SM is seeking a Performance Marketing Specialist to drive user acquisition, activation, retention, and growth for our mobility platform. This role will be responsible for planning, executing, tracking, and optimizing performance marketing campaigns across digital channels to acquire high-quality users, improve conversion rates, and maximize marketing ROI.

The ideal candidate has hands-on experience in app growth marketing, mobile attribution, data analysis, and lifecycle marketing, with a strong understanding of customer acquisition and retention metrics.

Key Responsibilities

1. User Acquisition & Campaign Management

• Plan, launch, and manage app acquisition campaigns across Meta, Google UAC, TikTok, Pangle, and Programmatic channels.
• Manage campaign budgets and optimize spending to achieve acquisition and growth targets.
• Develop audience segmentation strategies to improve user quality and conversion rates.
• Continuously monitor campaign performance and implement optimization actions.

2. App Growth & Conversion Optimization

• Optimize key growth metrics including CPI, CAC, Registration Rate, First Ride Rate, Cost per First Ride, and Customer LTV.
• Conduct A/B testing on creatives, audience targeting, messaging, landing pages, and campaign structures.
• Identify opportunities to improve user onboarding and conversion throughout the customer journey.
• Collaborate with product and CRM teams to improve app activation and engagement.

3. CRM & Retention Marketing

• Execute lifecycle marketing campaigns through push notifications, in-app messaging, SMS, email, and promotional campaigns.
• Design user retention, reactivation, and loyalty initiatives.
• Monitor retention metrics including D1, D7, D30 retention, repeat ride rate, and churn rate.
• Support customer engagement programs to increase ride frequency and customer lifetime value.

4. Tracking, Attribution & Analytics

• Manage mobile attribution platforms such as AppsFlyer, Adjust, or equivalent tools.
• Ensure accurate tracking of key events including:
  • App Install
  • Registration
  • KYC Completion (if applicable)
  • First Ride
  • Repeat Ride
  • Referral Conversion
• Work closely with Product and Data teams to ensure tracking accuracy and data integrity.
• Build dashboards and performance reports to monitor acquisition and retention performance.

5. Reporting & Insights

• Analyze campaign, channel, and cohort performance to generate actionable business insights.
• Provide weekly and monthly performance reports with optimization recommendations.
• Monitor competitor activities, market trends, and emerging growth opportunities.

Requirements

• 2–4 years of experience in Performance Marketing, Growth Marketing, or User Acquisition.
• Experience managing app-install and conversion campaigns for mobile applications.
• Strong hands-on experience with Meta Ads Manager, Google Ads (UAC/App Campaigns), TikTok Ads, and Programmatic platforms.
• Experience with attribution tools such as AppsFlyer, Adjust, Branch, or similar platforms.
• Proficiency in Excel/Google Sheets and marketing analytics.
• Strong analytical mindset with the ability to interpret data and make data-driven decisions.
• Experience in ride-hailing, mobility, e-commerce, fintech, marketplace, or consumer app businesses is preferred.
• English proficiency is preferred.

Key Success Metrics

• Achievement of user acquisition targets within approved budgets.
• Improvement in CPI, CAC, Cost per First Ride, and ROAS.
• Growth in new user registrations and completed first rides.
• Improvement in user retention and repeat usage metrics.
• Accurate attribution tracking and timely performance reporting

Note:

• Due to the high volume of applications received, only shortlisted candidates will be contacted for the next stage of the recruitment process.

• We sincerely appreciate your interest in GSM Kazakhstan and thank all applicants for your time and consideration. We encourage you to apply for future opportunities that match your qualifications and career aspirations.

• All applications and personal information submitted will be treated with strict confidentiality and handled in accordance with applicable data privacy regulations.