Head of Mobile App Marketing

Head of Mobile Marketing is responsible for developing VBET’s mobile app marketing across priority markets, including app acquisition, app store visibility, ASO, app-related retention initiatives, and improvement of the mobile funnel.

The role involves independently leading the mobile marketing direction, coordinating external partners, working closely with cross-functional teams, and gradually building a more structured approach to mobile app promotion within the marketing function.

Key Areas of Responsibility

1. Mobile marketing strategy and execution

• Develop the mobile marketing direction for priority GEOs.

• Define and implement the mobile app marketing plan in line with the company’s business goals.

• Contribute to the prioritization of markets, channels, and app growth initiatives.

• Independently manage key mobile marketing activities and coordinate execution through external partners and vendors.

• Help build a more centralized and consistent approach to mobile marketing across markets.

2. App acquisition

• Be responsible for acquiring users for mobile apps through relevant channels.

• Work with app acquisition campaigns and related external partners.

• Identify opportunities to grow app-driven acquisition while maintaining target efficiency.

• Contribute to the development of re-engagement and retargeting approaches for app users.

• Analyze traffic quality and its contribution to FTD, retention, and ROI.

3. App stores and ASO

• Be responsible for the presence of the apps in app stores across priority markets.

• Develop the ASO direction, including keywords, store visibility, conversion, and optimization of app store assets.

• Work with app descriptions, visuals, ratings, and reviews.

• Identify opportunities to improve store conversion and grow organic installs.

4. Mobile funnel and app performance

• Contribute to improving the mobile funnel together with product and analytics teams.

• Identify user drop-off points from install to registration / FTD.

• Suggest improvements for onboarding, app landing pages, and key stages of the mobile user journey.

• Participate in app-related growth experiments and assess their results.

5. Retention and app user value

• Contribute to app-related retention initiatives together with CRM and product marketing.

• Help strengthen the role of the app not only as an acquisition channel, but also as a retention tool.

• Analyze app retention and the behavior of app users after acquisition.

6. Analytics and reporting

• Be responsible for regular analysis of key mobile app marketing metrics.

• Work with mobile attribution, app analytics, and performance reporting together with relevant stakeholders.

• Ensure clear visibility of results across app acquisition, app store performance, funnel conversion, and retention.

• Prepare insights and recommendations to improve the effectiveness of mobile marketing activities.

7. Cross-functional collaboration

• Work closely with performance, product, analytics, CRM, design, and regional marketing teams.

• Collaborate with the Head of Acquisition on landing pages and related acquisition initiatives.

• Collaborate with the product team on onboarding and mobile funnel improvements.

• Collaborate with the Head of CRM on retention and re-engagement initiatives for app users.

• Ensure mobile marketing initiatives are aligned with broader marketing and product priorities.