Specialist, Brand and Performance Marketing - Hybrid (Madrid, Spain)

Identity & Value Prop: Own the core brand identity, voice, and value proposition across all digital products 

Omni-channel Strategy: Develop the overarching marketing strategy—including adoption, usage, reach, and retention goals—to support brand growth.

Loyalty Frameworks: Build the strategic framework and value proposition for community, subscription, and loyalty programs to deepen user engagement.

Market Intelligence: Leverage user research and competitive analysis of the weather market to identify high-growth opportunities.

Go-to-Market (GTM): Lead brand campaigns, seasonal programs, and GTM product launches. Manage a strategic marketing calendar to align functional teams.

Cross-Functional Collaboration: Partner closely with Product, Communications, and localized teams to ensure alignment on business priorities.

Onboarding Journeys: Design and execute post-install onboarding journeys (specifically the critical first 14 days) using OneSignal and in-app touchpoints to drive key behaviors (e.g., saved locations, weather alerts, repeat sessions).

Lifecycle Communications: Build and manage targeted lifecycle communication programs (push, in-app, email) segmented by user behavior, platform, and real-time weather contexts.

Feedback & NPS: Own the NPS and user feedback infrastructure; synthesize signals into actionable product and marketing improvements.

Success Metrics: Define, monitor, and optimize D30/D90 retention as your primary indicators of success, prioritizing long-term retention over raw downloads.

Technical SEO Roadmap: Execute the technical SEO roadmap for ElTiempo.es. Serve as the day-to-day interlocutor with IT and Product to validate implementations, track Core Web Vitals (CWV), crawl budgets, JavaScript rendering, and prevent regressions.

GEO/AEO Framework: Develop and implement our Generative Engine Optimization strategy. Structure forecast pages, location directories, and severe weather alerts using advanced schema markup, E-E-A-T signals, and entity optimization to maximize citations by LLMs (e.g., Perplexity, ChatGPT, Google AI Overviews).

Content Authority: Partner with the Meteorology team to establish topical authority. Provide clear content briefs integrating keyword targeting, search intent mapping, and answer-optimized content structures.

AI Traffic Modeling: Monitor, model, and report on organic traffic health, branded search share, and AI-driven referral trends to mitigate traffic cannibalization risks.

App Store Optimization: Manage ASO across iOS and Android (titles, descriptions, keywords, screenshots, ratings) to continuously improve conversion and maintain our 96+ score.

Paid Campaigns: Plan and execute paid app acquisition campaigns (Google UAC, Apple Search Ads, Meta Ads) prioritizing strict LTV vs. CPI logic over raw volume.

Attribution & Analytics: Own lifecycle monitoring and mobile measurement partner (MMP) tools (Firebase, Appsflyer, or Adjust) to track the quality of acquired users.

Performance Dashboards: Maintain the marketing performance dashboard tracking MAU (Web + App), D7/D30 retention, CAC, CPI, branded traffic share, ASO rankings, and GEO citations.

Attribution Modeling: Collaborate with the Insights team to build attribution models linking marketing activity directly to revenue impact (impressions, eCPM uplift, inventory growth).

Business Reviews: Present marketing performance in monthly business reviews, translating raw data into strategic implications and action items.