PadhAI is looking for a Performance Marketing & ASO Specialist who can drive efficient downloads, engagement, and subscriptions for our UPSC app. You will own paid user acquisition campaigns, conversion rate optimization, and Google Play store optimization to fuel early-stage, zero-to-one growth.

About SigIQ.ai & PadhAI

SigIQ.ai is an AI‑powered EdTech startup on a mission to make high‑quality, 1:1 style tutoring accessible to all aspirants in India. Our flagship product, PadhAI, is tailored for UPSC and allied civil services exam preparation. Founded by PhD graduates from Stanford, Berkeley AI Research and IITians, we’re rapidly scaling a learning platform trusted by tens of thousands across India.

Role Summary

We’re hiring a Performance Marketing & ASO Specialist to optimize app installs, conversion funnels, and Google Play visibility. This role sits at the intersection of digital acquisition, growth analysis, and cross-functional execution - working closely with product, design, and content teams to hit acquisition KPIs and optimize organic visibility via Google Play store optimization (ASO).

What You’ll Do

• User Acquisition Campaigns: Design, execute, and run scalable paid campaigns for app installs and trial conversions on platforms like Google UAC & Facebook/Meta Ads. Set and optimize for Cost‑Per‑Install (CPI), Cost‑Per‑Activation (CPA), Cost‑Per‑Lead (CPL), ROAS, and funnel conversion metrics.

• A/B Testing & Optimization: Continuously test ad creatives, ad copy, targeting audiences, and bid strategies to maximize KPI efficiency. Use insights to refine subsequent ad briefs and landing pages.

• Performance Reporting & Dashboarding: Build weekly dashboards in Google Sheets or Looker Studio, monitor budget pacing, forecast KPIs, and present ROI outcomes to leadership.

• Google Play ASO Strategy: Conduct Google Play keyword research (titles, short & long description), manage visual assets (screenshots, icons), and build quarterly test rotations to drive visibility and install conversion rate.

• Review & Rating Management: Strategize in-app prompts or survey flows for rating solicitation, monitor sentiment, and escalate app-store feedback into growth experiments.

• Cross-Functional Alignment: Partner with Growth, Content, and Product teams to synchronize ad messaging, landing page experiences, retention nudges, and app review flows.

Who You Are

• Graduate (Bachelor’s degree) in any discipline; ideally with some exposure to digital marketing/UA, but analytical curiosity weighs more than years of domain experience.

• Capable of digging into performance metrics and driving actionable insights using tools like Google Analytics (GA4), Firebase, Appsflyer, Google Ads/Meta Ads platforms, and Google Play Console.

• A creative thinker who can write ad copy, propose landing page tweaks, and guide creatives based on UX/CRO learnings.

• A self-starter who thrives in ambiguity, can manage multiple growth experiments, and owns project timelines end‑to‑end.

• Bonus brownie points: experience in user acquisition within EdTech or exam-prep apps; bilingual (English + a regional Indian language).

Required Experience & Education

• Must have a Bachelor’s degree — open to early-career professionals.

• Strong communication & interpersonal skills with a knack for data-driven problem solving.

• Excel or Google Sheets proficiency for forecasting, pivot analysis, and budget pacing.

• Track record of independent execution while collaborating across remote or hybrid teams.