Director, App Marketing

Edinburgh, Scotland, United Kingdom

12/16/2024

At Skyscanner, we’re on a mission to help every traveller to explore our world effortlessly! As the audience we serve continues to grow, it’s critical that we build value adding relationships with our travellers that create reasons to return directly, time and time again. That’s why our App will provide the best Skyscanner user experience and we’re investing in our App Marketing. At this exciting stage in our growth, we’re now looking for an App Marketing Director to lead all marketing activities that drive App user acquisition and retention. You’ll be an expert in mobile app marketing, passionate about delivering marketing that drives retention, with experience working globally.

Responsibilities

• App marketing strategy: Develop and execute comprehensive mobile app marketing strategies aimed at increasing app downloads, user engagement, and retention.
• App User Acquisition & Growth: Step change our new user acquisition
• Responsible for App Store Optimisation: Improving Skyscanner visibility on app store through effective ASO strategies and test-and-learn programmes
• Responsible for web to app: Delivering highly optimised, targeted and seamless journeys from web to app
• Drive new user acquisition via paid and social channels: Partnering with the performance marketing and brand teams, scale app install campaigns across multiple platforms to achieve growth goals within ROI guardrails
• Partner with Brand marketing: To position Skyscanner as the ultimate travel App
• App Retention & Engagement: Develop strategies to retain and re-engage users
• App user understanding: Analyse user behaviour to identify problems, improve user experience, and develop long-term engagement
• In app personalisation strategy: Partner with Product to develop and execute a personalised app experience, including in app messaging
• Deepen app user relationships: Partner with Product to continually optimising user data capture, login and opt in experiences
• App value proposition: Work with Research, Design and Product to ensure we are delivering a compelling app proposition that is marketed to both our existing and new users
• App performance: Responsible for setting and achieving app user and install targets
• Deliver app growth: Responsible for setting app budgets and implementing ambitious plans to deliver a greater pace of app growth than on other platforms
• App marketing performance: Monitor key app performance indicators, diagnose and take corrective action
• App martech and data: An expert in how to implement accurate app tracking, to enable optimisation of marketing campaigns and web to app activities, ensuring the app martech roadmap meets the needs of marketing.
• Market trends: Stay up to date with industry trends, competitor analysis, and emerging mobile app marketing strategies.
• Collaboration:
• Work closely with product, design, and development teams to ensure marketing activities align with app features and user experience.
• Collaborate with brand team and agencies to implement app campaigns via owned channels
• Collaborate with performance marketing and social teams to scale app growth
• Work with marketing data teams
  
  

Skills And Experience

• +10 years marketing experience, with specific expertise in app marketing
• Expert in setting and implementing strategies that drive app user acquisition and retention, with track record of driving short and long term financial upside
• Track record of collaborating with marketing, product, data and analytical teams to scale app growth and drive app user engagement
• Ability to deal with ambiguity, influence and motivate change across organisations at all levels
• Experienced in leading and inspiring teams (direct reports and virtual teams)
• Consistent track record of solving complex problems and thinking creatively
• Ability to execute at pace, through partnership and collaboration
• Strong analytical skills, with experience of understanding long term customer value and trading off investment decisions