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

**ARE YOU INTERESTED IN A WORKPLACE THAT HAS...** **Flexible Work Environment**💻 **Retirement Savings Matching Plan. Plan for your future with us!** 💸 **Vacation Days**🌅 This includes an extra day off during the month of your birthday 🍰- our gift to you! **An IDEAS (Inclusion, Diversity, Equity, Awareness, Solidarity) team ⚖️** Weather is inclusive, we will be too. Our IDEAS team is committed to making this happen! 📣**HAVE WE GOT YOUR ATTENTION? WANT TO LEARN MORE?** Read about us [here](https://www.pelmorex.com/en/)! (spoiler alert… we are the home of Canada and Spain’s #1 Weather applications: [**The Weather Network**](https://play.google.com/store/apps/details?id=com.pelmorex.WeatherEyeAndroid), [**Météo Média**](https://play.google.com/store/apps/details?id=com.pelmorex.WeatherEyeAndroid), and [**ElTiempo**](https://www.eltiempo.es/).)📍 **WHY WE NEED YOU? GLAD YOU ASKED...** is Spain’s leading weather platform, with 11M monthly users. Over the next two years, we are shifting from building reach to building depth: turning casual visitors into loyal brand advocates, and defending our organic traffic against AI disruption. We need to transition from a purely functional utility into a trusted daily lifestyle brand. This role owns the full growth loop—from brand perception to habit formation—serving as the bridge between Marketing, Product, IT, and Meteorology. Working closely with our Canada team, you will translate global vision into local execution across brand, technical SEO and acquisition. We need a brand and growth marketer who knows how to build a daily user habit *****Please note we are only considering candidates who are located in and are eligible to work in Spain and are able to work on a hybrid model at our Madrid location.***** ### WHAT IS THE DAY TO DAY LIKE: ### **Core Responsibilities and Focus Areas:** ### **Brand & Product Strategy Ownership** - **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. ### **Retention and User Lifecycles** - **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/AEO/GEO & AI Visibility** - **Technical SEO Roadmap:** Execute the technical SEO roadmap for . 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 Growth: ASO & Paid Acquisition** - **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. ### **Measurement & Reporting** - **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. *Roles, responsibilities and duties may evolve and change over time.* ### WE ARE HOPING THAT YOU HAVE - **Experience:** 6+ years of experience in growth marketing, product marketing, or digital marketing within a digital-first environment (media, consumer apps, e-commerce, or marketplaces). - **Brand & Performance Balance:** Proven success brand-building alongside highly technical performance marketing (ASO, Technical SEO/GEO, Paid Ads). - **Language:** Bilingual fluency in both English and Spanish (frequent collaboration required with the Canadian team). - **Paid Acquisition & App Growth:** Demonstrated success managing paid acquisition campaigns (Google UAC, Apple Search Ads, Meta Ads) with strict LTV/CPI discipline. Working knowledge of ASO tools (e.g., AppFollow, AppRadar). - **Technical SEO & GEO:** Solid foundation in on-page and technical SEO (crawlability, Core Web Vitals, indexability). Hands-on experience or deep understanding of GEO/AEO (structuring content for LLM visibility and schema markup). - **MarTech Stack:** Proficiency with mobile attribution tools/MMPs (Appsflyer, Adjust, or Branch), analytics platforms (Firebase, GA4, Looker Studio), and push/CRM platforms (OneSignal or equivalent). - **Business Model Familiarity:** Exposure to digital media, real-time data platforms, or freemium/subscription models (understanding conversion funnels and user willingness-to-pay signals). - **Location:** Based in, or willing to relocate to, Madrid, Spain. ***DON’T MEET ALL THE REQUIREMENTS? DON’T WORRY…*** *Not all applicants will have skills that match a job description exactly. Pelmorex values and welcomes diverse experiences. While having “desired” qualifications makes for a strong candidate, we encourage applicants with alternative experiences to also apply. If your career is just starting or hasn't followed a traditional path, don't let that stop you from considering Pelmorex. We are always looking for people who will be a **culture add** (yup, that's right, we don’t subscribe to culture fit, we want you to add to what we think is an amazing culture and work environment* ### INTERESTED? IT GETS BETTER…. - Open and transparent communication, including All Hands Meetings with our CEO - Frequent employee pulse surveys 📝 we value your feedback so we can continue to make Pelmorex a great place to work! - While we encourage 1:1 conversations, we recognize that not everyone is comfortable with speaking up 🗣 We have an anonymous reporting platform to ensure everyone’s voice is heard