Arooj Fatima
Riyadh
Summary
Digital Marketing professional specializing in mobile app growth, App Store Optimization (ASO), and user acquisition strategies. Experienced in managing ROAS-driven campaigns, improving user retention, and optimizing app monetization through ad mediation platforms such as AppLovin, Pangle, and Meta. Focused on data-driven marketing to increase installs, engagement, and revenue.
Overview
7
7
years of professional experience
Work History
Digital Marketer Apps
Top Edge Technology
Multan Pakistan
09.2024 - 01.2026
- Increased user acquisition (UA) through strategic digital marketing and App Store Optimization (ASO).
- Managed ROAS-focused ad campaigns, optimizing targeting, creatives, and bidding to improve return on ad spend.
- Grew active users (DAU/MAU) and improved user retention through data-driven marketing strategies.
- Managed and optimized ad mediation networks including Pangle, AppLovin, Meta, Admob Waterfall and other ad networks to maximize ad performance and revenue.
- Increased app revenue by optimizing monetization, ad placements, and user engagement.
- Improved user experience (UX) by analyzing user behavior and identifying growth opportunities.
- Conducted A/B testing to enhance campaign performance, installs, and conversion rates.
- Monitored performance using analytics tools to track installs, engagement, and revenue.
ASO | Mobile Apps Marketer
Top Edge Technologies, Multan
Multan
08.2023 - 08.2024
- Develop such strategies so that App appears on top results in Google Play store
- Rank on certain words targeting USA App store
- Highly Skillful in Google Ads Campaigns (ROAS, tROAS, CPI)
- Expert in Console, Firebase and Ad Mob analysis
- Proficiency in using tools like App Annie, Sensor Tower, App Tweak, Key Top App and Google Trends
- Improve Conversion rate of Apps using different strategies
- Publish Apps on Console
- Writing App's Title, Long and Short Description, Package name of Apps
App Planner
Top Edge Technologies, Multan
Multan
11.2022 - 08.2023
- Plan whole App wireframes and UI/UX
- Plan every feature and flow of App
- All the ideas of Designs, Color Codes and All UI/UX design and Flow
- Coordination with Developer and Designer
- Q/A of Apps according to the Plan
Lab Engineer
BZU, Multan
Multan
09.2018 - 05.2018
- Computer Fundamentals
- Electronics
- DSP
Education
M.sc - Computer Engineering
Islamia University
Bahawalpur09-2021
B.sc - Electrical (Computer System Engineering)
NFC IET
Multan06-2016
Skills
- Microsoft Excel
- Microsoft word
- Expert in ASO Marketing & Apps Growth Marketer
- ROAS Campaign Optimization
- Conversion Rate Optimization
- Admob & Ad mediation
- A/B Testing & Experimentation
- Data Analysis & Campaign Reporting
- Google Ads
- Creative Testing for Ad Campaigns
- Firebase Analytics
Timeline
Digital Marketer Apps
Top Edge Technology
09.2024 - 01.2026
ASO | Mobile Apps Marketer
Top Edge Technologies, Multan
08.2023 - 08.2024
App Planner
Top Edge Technologies, Multan
11.2022 - 08.2023
Lab Engineer
BZU, Multan
09.2018 - 05.2018
B.sc - Electrical (Computer System Engineering)
NFC IET
M.sc - Computer Engineering
Islamia University