Senior Performance Marketer

Wallgold is a digital gold platform on a mission to make gold accessible, useful, and part of everyday financial life for everyone. We believe the future of finance in Iran lies at the intersection of technology and gold — and we’re building that future now.

About the Role

We are looking for a Senior Performance Marketer to own paid user acquisition end-to-end — from media planning and channel buying to attribution, funnel analysis, and payback. This is a numbers-first role. You will not be judged on installs or clicks; you will be judged on how many first-trading, paying users you bring in and at what cost against our target payback. You’ll work at the intersection of media buying, data analysis, and finance, and you’ll be the person who can look at a channel and say “this paid back, this is bleeding, here’s why” with the data to prove it.

Responsibilities:

• Full-funnel paid acquisition across Google Ads & the Iranian app ecosystem — Cafe Bazaar, Myket, Tapsell, Yektanet and other ad networks/agencies — on both app and web.
• Own the north-star metric: CPA against ARPU/LTV payback. Optimize campaigns on downstream outcomes (first trade, KYC, gold buy), never on vanity CPI. Defend the funnel: Install → Signup → KYC → First trade → Gold buy.
• Media planning & budget allocation across 3–5 concurrent channels — set budgets, pace spend, and reallocate toward the channels with the best payback.
• Attribution & MMP ownership — run and reconcile the mobile measurement platform (Adtrace / Adjust-class tools), manage attribution windows, and keep the agency-vs-tracker discrepancy within tolerance (≤10% daily).
• Data reconciliation & reporting — stitch agency cost data with MMP funnel data on a date × channel basis to compute CPI, CPA, ROAS, and payback ratio per channel. Own daily, weekly, and monthly reporting cadences.
• Experimentation — structured A/B testing on creative, audience, and bidding; one variable per test; a clear kill-switch rule for underperforming channels.
• Agency & vendor management — brief agencies, evaluate their recommendations against your own data, negotiate rates, and hold them accountable to CPA targets.
• Fraud & data hygiene — weekly checks on install sources for anomalies (sub-publisher spikes, install-without-event patterns, broken install:signup ratios).
• Cross-functional partnership with Product, Data, and CRM to fix activation and retention bottlenecks that show up in the acquisition funnel.

Requirements:

• 3+ years in performance / growth marketing, with proven ownership of a paid budget and hard CPA/ROAS targets. Mobile-app user acquisition experience is essential.
• Fluency in performance economics — CPI, CPA, CPO, CPL, CPM, ROAS, LTV, ARPU, payback period, retention (D3/D7/D30). You can walk a funnel end-to-end and diagnose where it breaks.
• Hands-on with an MMP (Adtrace) — attribution setup, event mapping, and reading exports critically.
• Strong data skills — advanced Excel/Google Sheets, comfortable with data at scale, and able to turn raw exports into a clean, queryable view. SQL is a major plus.
• Analytics stack — Google Analytics / GA4, Google Tag Manager, and campaign/event tracking fundamentals.
• Numbers-first, no-guess mindset — you lead with data, state your assumptions, and never invent a number to fill a gap.
• Working English — able to read industry documentation and MMP/ad-platform interfaces comfortably.
• Familiarity with the Iranian ad ecosystem — Cafe Bazaar, Myket, Tapsell, Yektanet and the local agency landscape.

Nice to Have

• Experience in fintech, marketplace, or another high-consideration / high-LTV product.
• SQL + BI tooling (Metabase, Looker, Power BI) for self-serve reporting.
• Familiarity with server-side tracking, sGTM, or CAPI/conversion APIs.
• Marketing Mix Modeling (MMM) or incrementality-testing exposure.
• Experience separating branded vs non-branded and cohort-level ARPU in payback analysis.

We build, not watch — This is where you belong!