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
  .