Marketing Specialist

About 22Service

22Service builds digital connectivity products for travelers across the MENA region — including 22SIM, a consumer travel eSIM platform serving primarily GCC-based users, alongside a growing suite of connectivity apps. We take global technology and adapt it to how the region actually behaves: local payment habits, Arabic-first experiences, GCC travel patterns. You'd be joining a small team where marketing decisions move fast and show up in the numbers within days.

The Role

You own paid user acquisition and the measurement stack behind it. This is a hands-on performance role, not a coordination role — you will be inside the ad platforms, inside AppsFlyer, and inside the data every day.

Responsibilities

• Plan, launch, and scale paid acquisition across Meta, Google (UAC), TikTok, Apple Search Ads, and Snapchat, with full ownership of budget and ROAS
• Own the mobile measurement stack: AppsFlyer setup, SDK integration alongside our developers, S2S postbacks, deep linking and OneLink, SKAdNetwork/SKAN conversion value schemas, and Meta Aggregated Event Measurement
• Implement and maintain tracking across web and app: Meta Pixel and Conversions API, Google Ads tags, TikTok Pixel and Events API, GA4, Firebase, and server-side tagging
• Build and monitor cohort, retention, LTV, and CAC/ROAS reporting; know which channels are actually profitable and kill the ones that aren't
• Run structured creative testing — hooks, formats, Arabic and English variants — and feed learnings back into production
• Own ASO for App Store and Google Play across Arabic and English markets
• Manage lifecycle and retention campaigns: push, email, in-app messaging, and re-engagement
• Work with our developers on attribution issues, event schemas, and fraud/validation rules
• Report weekly on spend, acquisition, and unit economics

Required

• 3+ years running paid acquisition for a mobile app or subscription product, with direct budget ownership
• Hands-on AppsFlyer experience (or Adjust/Branch/Singular) — you have configured attribution yourself, not just read the dashboards
• Deep, practical knowledge of Meta and Google ad platforms at the campaign-structure and signal level
• Working understanding of iOS attribution post-ATT: SKAN, conversion value mapping, probabilistic vs deterministic attribution, and what breaks
• Comfortable implementing pixels, CAPI/server-side events, and event tracking without waiting on an engineer for everything
• Strong analytics: GA4, Firebase, and enough SQL or spreadsheet modeling to answer your own questions
• Able to work independently and remotely, and to be measured on results
• Arabic and English

Strong plus

• eSIM, telecom, travel, fintech, or e-commerce app experience
• GCC market experience — you know how Kuwait, Saudi, and UAE audiences differ
• Familiarity with Firebase/Amplitude/Mixpanel, Braze/CleverTap, or GTM server-side containers
• Experience with in-app purchase and subscription revenue tracking