Associate Director Biddable Media

Designation:
Associate Director - Biddable Media
Office

Location:

Gurgaon

Position

Description:

As the Head of Biddable Media, you will own the strategic vision, execution, and scaling of our paid acquisition funnel across all auction-based environments. You will lead a high-performing team of media buyers and growth analysts, driving efficient customer acquisition, scaling budgets responsibly, and maximizing ROAS/LTV ratios.
A critical component of this role is deep tactical expertise in mobile growth pipelines, specifically owning and driving exponential growth through Apple Search Ads (ASA). You will cross-collaborate with Data Engineering, Product, and Creative teams to build a sophisticated, attribution-first biddable media engine.

Key Responsibilities
1. Strategic Leadership & Scaling:
Omnichannel Ownership:
Define and execute the growth strategy across all biddable channels, including but not limited to Apple Search Ads (ASA) and emerging auction environments.
Budget & Portfolio Management:
Oversee and dynamically allocate multi-million dollar ad spend budgets, continuously balancing scale with unit economics (CAC, LTV, MER).
Team Mentorship:
Lead, mentor, and scale a team of media buyers, setting a high bar for analytical rigor, rapid experimentation, and data-driven execution.
2. Apple Search Ads (ASA) Mastery:
Advanced Optimization:
Architect and scale advanced ASA campaign structures (Brand, Category, Competitor, Discovery) utilizing automated bidding platforms or custom scripts.
Keyword & MMP Synthesis:
Conduct aggressive keyword exploration and mapping, tying ASA performance directly to down-funnel MMP metrics to ensure volume results in high-lifetime-value users.
Custom Product Pages (CPP):
Strategize alongside product and design teams to build, test, and optimize Apple Custom Product Pages aligned directly to specific keyword intent, drastically scaling conversion rates ($CVR$).
3. Data, Attribution & Creative Testing
Privacy-First Attribution:
Steer the team through post-ATT and SKAdNetwork data constraints, leveraging probabilistic modeling and media mix modeling (MMM) to prove true incremental growth.
Creative Engine:
Lead the creative testing matrix. Analyze performance hooks, iteration velocities, and format performance to fuel the design team with actionable data points.

Experience & Skills Required

Experience:

7+ years of experience managing paid performance media, with at least 3 years leading a team and owning significant budget allocations ($ 250k+/month$).
Apple Search Ads Focus:
Proven track record of personally scaling app store footprints natively through Apple Search Ads. Advanced understanding of ASA auction mechanics, search match settings, and share-of-voice tools.
Data & Analytics Stack:
Power-user of MMPs, Product Analytics tools, and BI interfaces (Tableau/Looker Studio). Advanced Excel/Sheets manipulation is mandatory; SQL knowledge is a huge plus.
Mobile Ecosystem Knowledge:
Deep fluency in App Store Optimization (ASO) synergy, app store storefront testing, deep-linking frameworks, and user retention life cycles.
Mindset: A unique blend of intense analytical discipline and creative problem-solving. You focus on incrementality and financial metrics over vanity platform data.

Work Environment Details:
About Affle:
Affle 3i Limited (NSE: AFFLE and BSE: 542752) is a global technology company enabling verticalized AI-led consumer conversions for advertisers globally, powered by the differentiated CPCU business model across Mobile, CTV and other agentic/autonomous intelligent connected devices (AICDs). Affle enables advertisers to optimize targeting, personalize user engagement and maximize ROI by combining proprietary data, deep audience intelligence and advanced generative AI capabilities.
Affle 3i Consumer Platform delivers verticalized solutions across industries and geographies at scale, helping marketers engage with audiences in more relevant and meaningful ways. With innovative technology integrations, Affle maximizes user engagement at every stage of the consumer journey across connected devices. Its AI-powered agents and algorithms go beyond automation and efficiency to deliver next-gen experiences through deep human-vs-non-human data distillation.
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