User Acquisition Strategist

We are seeking a highly motivated and data-driven user acquisition specialist to join our growth team. The successful candidate 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 (ROI).

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.

• Technical & Execution:
• Plan, launch, and optimize user acquisition campaigns across Meta, Google Ads, TikTok, Apple Search Ads, Unity, and other ad networks/DSPs.
• Manage daily campaign performance, adjusting bids, budgets, targeting, and creatives to hit cost per acquisition (CPA), lifetime value (LTV), and ROI goals.
• Implement structured A/B tests for campaigns, audiences, and creatives.
• Ensure accurate event configuration and tracking across ad platforms and mobile measurement partners (MMPs) (AppsFlyer).
• Partner with engineering teams to QA and troubleshoot software development kit (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 LTV/ROI by user cohorts.
• Understand and act on player journey metrics (e.g., new users: day 0–day 7; retained users: day 7+; reactivated users).
• Build dashboards and performance reports in tools such as Looker Studio, Tableau, or Power BI.
• Apply predictive modeling and early key performance indicators (KPIs) (day 1–day 3) to forecast long-term user value, for decision making.

• Strategic:
• Develop and execute a full-funnel user acquisition 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 user acquisition with retention and monetization strategies.
• Contribute to budget allocation, forecasting, and scaling strategies.
• Stay current with platform updates, privacy-first user acquisition (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, click-through rate (CTR), conversion rate (CVR), return on ad spend (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 user acquisition 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.

• 4+ years of hands-on experience in user acquisition for mobile games (social, hypercasual, or casino preferred).
• Proven expertise with major ad platforms (Meta, Google Ads, TikTok, ASA).
• Strong working knowledge of MMPs (AppsFlyer, Adjust, Singular) including event setup and analysis.
• Deep understanding of user acquisition KPIs (cost per install (CPI), cost per acquisition (CPA), return on ad spend (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.