User Acquisition Manager (Mobile Casual Gaming)

What You'll Do Own Global Acquisition Strategy & Execution • Lead full-funnel user acquisition across major paid channels (Meta Ads, Google Ads, TikTok Ads, ASA, DSPs), owning monthly/quarterly ROAS and volume targets for assigned game titles. • Develop market-specific growth strategies based on product lifecycle stage, competitive landscape, and regional player behavior; rapidly iterate based on performance data. • Architect A/B testing frameworks for campaign structure, bidding strategies, and audience segmentation to unlock incremental efficiency gains. Creative Strategy & Asset Development • Partner with Creative teams to conceptualize and brief high-engagement, "thumb-stopping" ad creatives tailored to Western market sensibilities and platform-specific formats (UGC-style, gameplay highlight, cinematic). • Write compelling English ad copy and messaging frameworks that resonate with target player personas, maintaining brand voice while optimizing for click-through and conversion rates. • Analyze creative performance data to identify winning concepts and kill underperforming assets swiftly; build feedback loops to inform iterative creative production. Real-Time Data Monitoring & Optimization • Maintain rigorous daily/weekly performance tracking across all active campaigns; rapidly identify anomalies, attribution gaps, or efficiency plateaus and deploy corrective actions. • Leverage analytics tools (Tableau, Looker, AppsFlyer, Adjust) to extract actionable insights from complex datasets; translate metrics into strategic recommendations for budget reallocation. Cross-Functional Collaboration • Collaborate with Product and Data Science teams to refine targeting parameters, optimize app store conversion (CRO), and align acquisition tactics with product monetization mechanics. What You'll Bring Experience & Technical Skills • 1+ years of hands-on experience managing paid acquisition campaigns for mobile apps or games, with direct accountability for ad spend budgets and ROAS performance. • Platform Expertise: Proficiency in English-language advertising platforms (Meta Ads Manager, Google Ads, TikTok for Business) including advanced features like CAPI (Conversions API), value-based optimization, and automated bidding strategies. • Creative Copywriting: Exceptional English writing skills with demonstrated ability to craft persuasive short-form ad copy, headlines, and calls-to-action for English-speaking markets (US, UK, CA, AU). • Data Fluency: Strong analytical foundation with proficiency in Excel/Google Sheets (pivot tables, VLOOKUPs); familiarity with mobile measurement partners (MMPs) like AppsFlyer or Adjust is highly preferred. Mindset & Soft Skills • Intellectual Curiosity: Open-minded approach with willingness to challenge conventional wisdom, test counter-intuitive hypotheses, and pivot strategies based on new data or market feedback. • Entrepreneurial Drive: Restless desire to optimize; consistently identifies untapped growth opportunities and pushes beyond status quo to achieve breakthrough performance. • Results Orientation: Extreme ownership mentality with unwavering accountability for hitting KPIs; thrives in high-pressure, fast-paced environments with aggressive growth targets. • Collaborative Spirit: Receptive to constructive feedback and diverse perspectives; able to synthesize input from cross-functional stakeholders into coherent strategies. Nice to Have • Experience with mobile gaming genres (casual) and understanding of game monetization mechanics. • Proficiency in SQL or BI tools for independent data exploration. • Additional language skills for secondary market expansion (e.g., Japanese, German, French). • Existing network of performance marketing agencies or creative production vendors in target regions.