Associate Director - Biddable Media

About the Role

We are seeking an Associate Director of Biddable Media to lead and oversee the strategic direction, execution, and expansion of paid acquisition efforts across auction-based media platforms. This leadership role requires managing a team of media buyers and growth analysts to ensure efficient customer acquisition while responsibly scaling budgets and maximizing return on ad spend (ROAS) and customer lifetime value (LTV).

Responsibilities

• Own and implement growth strategies across multiple auction-based channels, especially Apple Search Ads (ASA) and other emerging platforms.
• Manage and allocate multi-million-dollar advertising budgets, balancing growth with key financial metrics such as customer acquisition cost (CAC), LTV, and media efficiency ratio (MER).
• Lead and mentor the media buying team, fostering a culture of rigorous analysis, rapid experimentation, and data-driven decision making.
• Design and grow advanced ASA campaigns including Brand, Category, Competitor, and Discovery campaigns using automated bidding tools or custom scripting solutions.
• Conduct in-depth keyword research and align ASA performances with mobile measurement partner (MMP) metrics to attract high-value users.
• Collaborate with product and design teams to create, test, and optimize Apple Custom Product Pages that boost conversion rates by targeting specific keyword intents.
• Navigate attribution challenges arising from privacy changes like ATT and SKAdNetwork by implementing probabilistic and media mix modeling approaches to validate incremental growth.
• Oversee creative testing cycles to analyze performance drivers and provide actionable insights to design teams for content iterations and format optimization.

Required Skills & Experience

• Minimum 7 years managing paid performance media with at least 3 years of leadership experience overseeing significant monthly budgets exceeding $250,000.
• Extensive expertise in Apple Search Ads, including campaign scaling, auction mechanics, search match configurations, and share-of-voice optimization tools.
• Proficient use of mobile measurement platforms (MMPs), product analytics, and business intelligence tools such as Tableau or Looker Studio. Advanced skills in Excel or Google Sheets are mandatory, with SQL knowledge being advantageous.
• In-depth understanding of the mobile ecosystem, including App Store Optimization (ASO), storefront testing, deep linking, and user retention lifecycle strategies.
• A results-driven mindset blending rigorous analysis with creative problem solving, prioritizing incrementality and business metrics over superficial platform data.

About the Company

Newton by Affle is a state-of-the-art platform designed to accelerate iOS app growth leveraging AI and data intelligence to optimize user acquisition within the Apple ecosystem. Powered by advanced technologies, Newton integrates Apple Search Ads, Custom Product Pages, and ASO to enhance app visibility, conversions, and return on investment through innovative features like the Telescope analytics suite, Opticks AI for content creation, and Gen AI Insights for optimized campaign management.

Affle 3i Ltd is a global tech company specializing in AI-powered consumer conversion solutions across multiple connected devices, leveraging proprietary data and deep audience intelligence.