User Acquisition Specialist

About the Role

We are seeking a highly motivated and data-driven User Acquisition Specialist to join our growth team. You will be responsible for managing the entire UA funnel — from campaign conceptualization to in-depth performance analysis — with the goal of acquiring high-quality users at scale and maximizing long-term 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.

Key Responsibilities

1. Technical & Execution

• Plan, launch, and optimize UA campaigns across Meta (Facebook/Instagram), Google Ads (UAC), TikTok, Apple Search Ads, Unity, and other ad networks/DSPs .
• Manage daily campaign performance, adjusting bids, budgets, targeting, and creatives to hit CAC, 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 SDK/event integrations .

2. 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 (ex. New users: D0–D7; Retained users: D7+; Reactivated users).
• Build dashboards and performance reports in tools such as Looker Studio, Tableau, or Power BI.
• Apply predictive modeling and early KPIs (D1–D3) to forecast long-term user value, for decision making.

3. 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.

4. 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.

5. 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, ASA ).
• 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 .