User Acquisition Specialist

Job Title: User Acquisition Strategist

About the Role:

We are seeking a highly motivated and data-driven UA Expert to join our growth team. As part of this role, you will be responsible for managing the entire user acquisition funnel – from campaign conceptualization to in-depth performance analysis – with the goal of acquiring high-quality users at scale and maximizing long-term return on investment.

This role requires a mix of technical expertise, strategic thinking, analytical rigor, and creative collaboration, making it ideal for someone passionate about scaling mobile games in the competitive social and hypercasual space.

Key Responsibilities:

• Technical & Execution:
  • Plan, launch, and optimize UA campaigns across major ad platforms (Meta, Google Ads, TikTok) and other networks/DSPs.
  • Manage daily campaign performance, adjusting bids, budgets, targeting, and creatives to hit key performance indicators (KPIs).
  • Implement structured A/B tests for campaigns, audiences, and creatives.
  • Ensure accurate event configuration and tracking across ad platforms and MMPs (AppsFlyer).
  • Partner with engineering teams to QA and troubleshoot SDK/event integrations.
• Analytical & Reporting:
  • Analyze campaign and cohort-level data from ad platforms and MMPs to identify trends, opportunities, and risks.
  • Calculate breakeven points and model projected ROI by user cohorts.
  • Understand and act on player journey metrics (ex. New users: D0–D7; Retained users: D7+; Reactivated users).
  • Build dashboards and performance reports in tools such as Looker Studio or equivalent.
  • Apply predictive modeling and early KPIs (D1–D3) to forecast long-term user value, for decision-making purposes.
• Strategic:
  • Develop and execute a full-funnel UA strategy that integrates acquisition, retention, and re-engagement.
  • Create and manage audience strategies (custom audiences, lookalikes, retargeting cohorts).
  • Design and execute re-engagement campaigns for churned or low-activity users.
  • Collaborate with CRM and product teams to connect UA with retention and monetization strategies.
  • Contribute to budget allocation, forecasting, and scaling strategies.
  • Stay current with platform updates, privacy-first UA (SKAN, ATT, Privacy Sandbox), and emerging ad tech.
• Creative:
  • Collaborate with the creative team to brief, conceptualize, and test ad creatives (video, playables, static, UGC-style).
  • Design and run creative test campaigns with structured methodologies to minimize false positives/false negatives.
  • Analyze creative performance using key metrics (Hook Rate, Hold Rate, CTR, CVR, ROAS etc.) and translate findings into actionable creative insights.
  • Build data-driven audience categories and ensure visual assets + ad copy are tailored to the right segment.
  • Establish creative refresh cycles and rotation strategies to combat ad fatigue.
  • Share business-aligned creative insights with stakeholders, linking creative learnings to broader UA strategy.
• Collaboration & Operations:
  • Act as the primary liaison with ad networks, agencies, and internal cross-functional teams (Analytics, Engineering, Product, Creative).
  • Lead the day-to-day campaign operations, ensuring accuracy, quality, and timeliness.
  • Share insights and recommendations with stakeholders to influence product and marketing decisions.

Qualifications:

• 4+ years of hands-on experience in UA for mobile games (social, hypercasual, or casino preferred).
• Proven expertise with major ad platforms (Meta, Google Ads, TikTok).
• Strong working knowledge of MMPs (AppsFlyer, Adjust, Singular) including event setup and analysis.
• Deep understanding of UA KPIs (CPI, CAC, ROAS, ROI, LTV, retention).
• Ability to run re-engagement campaigns and leverage MMP + platform data for targeting and predictive analysis.
• Proficiency in data analysis & visualization tools (Excel, SQL, Looker Studio, Tableau, or equivalent).
• Strong analytical, mathematical, and problem-solving skills.
• Entrepreneurial mindset with a high sense of ownership and accountability.