Senior Growth Specialist

Senior Growth Specialist

Carousell Group is the leading recommerce group in Greater Southeast Asia on a mission to inspire the world to start selling, and to make secondhand the first choice. Founded in August 2012 in Singapore, the Group has a leading presence in eight markets under the brands Carousell, Cho Tot, Laku6, Mudah.my, OneKyat, Ox Street, and Refash, serving tens of millions of monthly active users. Carousell is backed by leading investors including Telenor Group, Rakuten Ventures, Naver, STIC Investments and Sequoia Capital India.

As a team of passionate individuals working together to solve meaningful problems, there is so much more for you to discover in a career with Carousell. Our culture is made up of hiring, developing, and promoting people who embody our values of solving problems for our users; having a mission-first mindset; being relentlessly resourceful; caring deeply; and staying humble to constantly improve. Together as an organisation, we make magic happen.

Job Description

1. App Acquisition (Primary Focus)

• Campaign Execution & Budget:

  • Plan, execute, and optimize paid app install and retargeting campaigns across Meta, Google App Campaigns (UAC), TikTok Ads, and programmatic platforms. Own campaign structures, bidding strategies, audience targeting, including Meta Advantage+, UAC automation signals, and retargeting frameworks for lapsed/inactive users and budget allocation to hit CPA, CAC, volume, and install quality targets. Monitor campaign health daily and proactively flag anomalies to the Growth Lead.

  • Collaborate with Product and Brand teams to optimize App Store presence (ASO) to strengthen organic install rate alongside paid efforts. Own campaign attribution via MMPs (AppsFlyer / Airbridge / Branch) and maintain measurement integrity within privacy frameworks including SKAN and ATT. Standardize UTM structures, event taxonomy, and MMP tagging with Data/Tech teams.

• Creative Assets & Experimentation:

  • Collaborate with Brand/Creative team to define value propositions and messaging frameworks per vertical and channel, establishing what to say before determining how to say it. Translate these into creative assets (static, video, UGC) and track performance across content angles.

  • Design and run structured A/B and multivariate experiments on targeting, creatives, and store page elements. Formulate testable hypotheses before each test and document results with clear learnings.

2. Activation (Collaborative Focus)

• Work with the Product team to identify and reduce friction across the new user journey, from install to first high-value action, with a focus on improving Time-to-Value. Translate funnel findings into testable hypotheses and surface recommendations to the Growth Lead.

• Identify, monitor, and optimize the Aha Moment for new users in each vertical (Vehicles, Properties, Jobs). Collaborate with Product Analysts to track both input metrics (actions leading to the moment) and output metrics (activation rate, Time-to-Value).

• Develop plans and content to educate new users about the platform's value, covering onboarding flows, tooltips, and in-app messages, ensuring messaging consistency with paid creative assets to reduce post-install drop-off.

• Stay informed of team-level growth loop initiatives (referral programs, gamification, reward mechanics) to ensure acquisition efforts reinforce rather than contradict these retention mechanisms.

3. Reporting & Growth Intelligence

• Track and report acquisition and activation KPIs: CPA, CAC, activation rate, Time-to-Value weekly and monthly, aligned to team OKRs. Proactively surface anomalies and opportunities with data-backed recommendations.

• Feed structured experiment learnings into the team's backlog and support the Growth Lead in building acquisition playbooks across key verticals (Vehicles, Properties, Jobs).

Qualifications

Experience & Background

• Minimum 4 years of hands-on experience in digital/growth marketing with a strong focus on mobile app user acquisition, managing campaigns at scale across multiple channels simultaneously.

• Experience working in a two-sided marketplace, classifieds, or high-frequency e-commerce platform. Familiarity with Property/Real Estate and/or Blue-collar Job verticals is a strong advantage.

• Proven ability to collaborate cross-functionally with Product and Data teams on funnel optimization and experiment design, not just executing in a siloed marketing function.

Technical & Analytical Skills

• Deep hands-on expertise across Meta Ads, Google App Campaigns (UAC), and TikTok Ads, including campaign structure, bidding strategy, automation signals (Meta Advantage+, UAC), ASO fundamentals, and deep linking. Hands-on experience with MMPs (AppsFlyer, Airbridge, Branch) and privacy-first measurement frameworks (SKAN, ATT).

• Working knowledge of lifecycle MarTech tools (Braze, Insider, MoEngage) sufficient to collaborate effectively with CRM teammates. Comfortable using AI tools for creative production, analysis, or reporting automation.

• Strong analytical ability using GA4, Looker Studio, or equivalent BI platforms. Comfortable with SQL to pull and validate data independently. Able to translate findings into testable hypotheses and clear recommendations.

Growth Thinking & Collaboration

• Solid working knowledge of growth frameworks (Acquisition, Activation, Engagement, Retention) and growth economics (CAC, LTV, Time-to-Value, Payback Period). Treats experimentation as a system, formulates structured hypotheses, designs clean tests, and extracts scalable learnings rather than running one-off tests.

• User-centric approach to acquisition: defines install quality by the likelihood of users reaching their Aha Moment and engaging with the platform's core value over time, not just by CPA.

• Strong communicator comfortable working across Product, Brand/Creative, and Data/Tech teams. Operates confidently within OKR frameworks and aligns daily execution to shared growth objectives.

What's in it for you:

• Get 15 days of annual leave and 5 days of sick leave per year
• Health insurance for employees
• Get a 13th-month salary and annual performance bonus.
• Young team and ambitious goals
• Hard-working and delightful colleagues to work with
• Vibrant FRUIT culture across the company
• Online learning access to Coursera, Udemy and O'Reilly