App Marketing Manager - FX & CFDs Industry - Based in Malaysia

Overview :

We are seeking an experienced Senior Manager of App Marketing to lead user acquisition, activation, retention, and engagement strategies for our mobile trading application. You will own the end-to-end mobile growth strategy, including paid acquisition, ASO, CRM, lifecycle marketing, and in-app user experience. This role demands strong analytical and execution skills, a deep understanding of trader behavior, and proven experience scaling mobile apps in fast-paced, ROI-driven environments.

What will you do :

1. Mobile Acquisition & Growth Strategy

Own the complete mobile user acquisition strategy (paid & organic) across Google, Meta, Display, Programmatic, OEMs, affiliates, and network channels.

Deliver on key performance indicators including installs, registrations, CPA, FTDs, trading activity, and retention.

Collaborate with data and BI teams to develop attribution models and optimize campaign performance.

2. App Store Optimization (ASO)

Improve app store visibility and conversion rates through keyword optimization, metadata management, and creative assets for iOS and Google Play.

Monitor competitor rankings and refine strategies for increased visibility and performance.

Launch and test creative variations including screenshots, video previews, and more.

3. Activation & Onboarding

Partner with Product, UX, and CRM teams to streamline the onboarding journey (install register verify deposit first trade).

Identify drop-off points and implement triggered messaging (push, in-app, SMS) to boost activation rates.

Optimize KYC processes, signup flows, and mobile funnels to increase FTUs and FTDs.

4. Lifecycle & Retention Marketing

Work closely with the CRM team to execute lifecycle campaigns (push, in-app, email, WhatsApp) aimed at increasing DAU / MAU, retention, and trading frequency.

Leverage segmentation and cohort analysis to run personalized mobile campaigns tailored to user lifecycle stages.

Drive engagement through features like gamification, loyalty programs, and trading alerts.

5. Cross-Functional & Regional Collaboration

Collaborate with country and regional teams to localize mobile campaigns and app storefronts.

Coordinate with compliance teams to ensure legal and regulatory approvals for mobile creatives.

Manage media agency and vendor relationships while exploring emerging user acquisition channels.

6. Reporting & Optimization

Develop dashboards and automate reporting to provide clear performance insights.

Apply A / B testing frameworks to optimize creatives, messaging, landing pages, and conversion funnels.

Continuously improve the CAC : LTV ratio through data-driven decisions.

What makes you a good fit :

Bachelors degree in Marketing, Digital, Business, or a related field.

6-10+ years of experience in app marketing, performance marketing, or growth preferably in trading, fintech, crypto, or other high-volume digital platforms.

Deep understanding of mobile attribution platforms (e.g., Appsflyer, Adjust, Firebase).

Proficiency with analytics tools such as GA4, Looker, or Tableau.

Experience managing budgets, agencies, and multi-market digital campaigns.

Strong collaboration skills with product and CRM teams to enhance user onboarding and lifecycle journeys.

Familiarity with the trading lifecycle (registration, KYC, FTD, retention).

Bilingual or multilingual capabilities are a plus.

Preferred qualities :

Experience working in regulated environments (e.g., ASIC, FCA, CySEC).

Exposure to referral-based or community-driven growth strategies.

Familiarity with CRM and marketing automation platforms such as Braze, MoEngage, CleverTap, or OneSignal.