Marketing Specialist

About 22Service

22Service develops digital connectivity solutions tailored for travelers in the MENA region, such as 22SIM — a travel eSIM platform centered on GCC customers — alongside various connectivity applications. The company leverages global technology while adapting to local preferences, including Arabic-first interfaces, regional payment methods, and travel trends within the Gulf Cooperation Council.

Role Overview

This is a hands-on performance marketing position focused on managing paid user acquisition and the corresponding measurement infrastructure. The specialist will be deeply engaged with ad platform management, data analytics, and attribution technologies on a daily basis within a nimble team environment where marketing performance rapidly impacts results.

Key Responsibilities

• Design, execute, and amplify paid user acquisition campaigns across Meta, Google (UAC), TikTok, Apple Search Ads, and Snapchat platforms, with full accountability over budget allocation and return on ad spend (ROAS).
• Manage the mobile attribution ecosystem including AppsFlyer setup, implementing SDK integrations in collaboration with developers, configuring server-to-server postbacks, deep linking techniques such as OneLink, SKAdNetwork conversion value methodologies, and Meta Aggregated Event Measurement standards.
• Establish and upkeep tracking systems on web and mobile including Meta Pixel and Conversions API, Google Ads tags, TikTok Pixel and Events API, Google Analytics 4, Firebase, and server-side tagging mechanisms.
• Generate and monitor performance reports on cohort analysis, retention metrics, lifetime value (LTV), customer acquisition cost (CAC), and ROAS to identify profitable channels and discontinue underperforming ones.
• Conduct methodical creative tests on marketing content including hooks, formats, and bilingual variants to optimize campaign efficacy and integrate findings into ongoing production.
• Oversee App Store Optimization (ASO) on both the Apple App Store and Google Play for Arabic and English markets.
• Manage lifecycle marketing and retention initiatives via push notifications, email campaigns, in-app messaging, and re-engagement efforts.
• Collaborate with development teams on resolving attribution challenges, defining event data schemas, and implementing anti-fraud and data validation protocols.
• Deliver weekly performance reports covering marketing spend, acquisition figures, and unit economics.

Essential Qualifications and Skills

• Minimum three years of direct experience handling paid acquisition for mobile apps or subscription-based products, with personal budget responsibility.
• Practical expertise in AppsFlyer or similar platforms (Adjust, Branch, Singular), involving direct attribution configuration rather than just data review.
• Advanced operational knowledge of Meta and Google advertising platforms down to campaign structure and signal interpretation.
• Understanding of iOS post-ATT attribution frameworks including SKAN, conversion value schema design, and limitations in probabilistic vs deterministic attribution.
• Capability to deploy pixels, Conversions API/server-side events, and tracking independently without constant developer reliance.
• Proficient in data analysis tools such as GA4, Firebase, and competent with SQL or spreadsheet modeling for independent insights.
• Self-motivated and capable of working autonomously in a remote setting, with performance outcomes as key evaluation metrics.
• Fluency in both Arabic and English languages.

Additional Advantages

• Experience in telecommunications, eSIM technology, travel, fintech, or e-commerce app sectors.
• Familiarity with GCC markets including distinctions among Kuwait, Saudi Arabia, and UAE audiences.
• Knowledge of Firebase, Amplitude, Mixpanel analytics platforms, Braze, CleverTap engagement tools, or Google Tag Manager server-side containers.
• Exposure to tracking in-app purchases and subscription-based revenue models.