WerPlay

Performance Marketing & User Acquisition Lead (Mobile Games)

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We are seeking a hands-on, analytically driven Performance Marketing & User Acquisition Lead to manage UA for our mobile games across the entire lifecycle, from prototype testing and soft launches to global scaling. This role involves growth strategy, creative optimization, analytics, and product feedback, focusing on hypothesis-led experiments and building repeatable acquisition playbooks to achieve profitable, scalable growth.

Senior QA Engineer

We’re hiring a hands-on, analytically driven Performance Marketing & User Acquisition Lead to own UA for our mobile games across the full lifecycle — from lean prototype tests and soft launches to global scaling. This role sits at the intersection of growth strategy, creative optimization, analytics and product feedback. You’ll run hypothesis-led experiments, build repeatable acquisition playbooks, and partner with product, design and analytics to turn early signals into profitable, scalable growth.<h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">What you’ll own</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">End-to-end UA strategy: Design and execute acquisition strategies that take titles from prototype validation to profitable global scale. Set objectives, KPIs and success criteria for each stage of a game’s life.</li><li class="leading-relaxed">Prototype & early testing: Run focused, low-budget test campaigns to validate product-market fit, measure CPI and early retention (D1/D7), and produce clear go/no-go recommendations.</li><li class="leading-relaxed">Soft launch optimization: Lead soft launch UA to optimize toward retention, monetization and engagement metrics; iterate quickly on creative, targeting and monetization hooks.</li><li class="leading-relaxed">Creative & production partnership: Work closely with designers and agencies to brief, test and iterate video ads, playables and other ad formats; define creative test cadences and winning criteria.</li><li class="leading-relaxed">ASO & store conversion: Own app store optimization experiments (icon, screenshots, video, copy) and conversion analysis to increase install quality and reduce CPI.</li><li class="leading-relaxed">Scaling & channel diversification: Scale winning titles across Meta, Google UAC, TikTok, Apple Search Ads and DSPs/ad networks, maintaining ROI and LTV focus while expanding into new channels/markets.</li><li class="leading-relaxed">Analytics & attribution: Implement and use attribution and analytics tools (AppsFlyer/Adjust, Firebase, GameAnalytics, BI tools) to perform cohort analysis, LTV modelling, and build dashboards that inform decisions.</li><li class="leading-relaxed">Experimentation & growth playbooks: Identify and test new channels, formats and creative concepts; document repeatable growth playbooks and optimization frameworks.</li><li class="leading-relaxed">Cross-functional feedback loop: Translate UA insights into actionable product and creative changes; influence roadmap priorities with quantifiable results.</li><li class="leading-relaxed">Leadership & hiring: As the UA function grows, recruit, mentor and build a small, high-performance acquisition team; set standards for campaign hygiene, reporting and experimentation.</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Key metrics you’ll be measured on</h2>Examples of the measurable outcomes you’ll own:<ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Cost per install (CPI) and CPI trend vs. target</li><li class="leading-relaxed">D1 / D7 retention improvements from tests</li><li class="leading-relaxed">Payback period and ROAS for scaled campaigns</li><li class="leading-relaxed">LTV / ARPDAU growth and LTV forecasting accuracy</li><li class="leading-relaxed">Creative test velocity and win rate</li><li class="leading-relaxed">Successful soft-launch to global launch transitions</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Required background & skills</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">4+ years in mobile performance marketing / user acquisition, with demonstrable experience in free-to-play games.</li><li class="leading-relaxed">Proven experience running prototype and soft-launch UA tests and taking titles to market.</li><li class="leading-relaxed">Strong working knowledge of attribution & analytics platforms (AppsFlyer, Adjust, Firebase, GameAnalytics) and BI/dashboarding tools.</li><li class="leading-relaxed">Channel expertise across Meta, Google UAC, TikTok, Apple Search Ads and familiarity with DSPs/ad networks (Unity, ironSource, Vungle, etc.).</li><li class="leading-relaxed">Deep analytical capability: comfortable with cohort analysis, funnel conversion metrics, LTV modelling and tracking long-term unit economics. SQL or familiarity with BigQuery/Tableau is a strong plus.</li><li class="leading-relaxed">Practical creative testing experience — able to brief creatives, evaluate results and iterate.</li><li class="leading-relaxed">Excellent communication and stakeholder management: able to present complex analyses in clear, actionable ways.</li><li class="leading-relaxed">High ownership, rapid experimentation mindset, and a passion for games and player psychology.</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Plus</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Experience with creative production (video editing, playable ad tooling, or briefing external studios).</li><li class="leading-relaxed">Prior experience in both startup and mid/large studio environments.</li><li class="leading-relaxed">Leadership experience building and mentoring UA teams.</li><li class="leading-relaxed">Exposure to programmatic buying, bidding strategies and fraud prevention tooling.</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Tools & tech (examples)</h2>AppsFlyer / Adjust, Firebase, GameAnalytics, Google BigQuery, Looker / Tableau, Excel / Google Sheets, major ad platform UIs, and creative testing platforms.<h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">What we offer</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Ownership of UA across the full game lifecycle and opportunity to shape growth strategy.</li><li class="leading-relaxed">Competitive salary and performance bonus.</li><li class="leading-relaxed">Flexible working arrangements (remote / hybrid).</li><li class="leading-relaxed">Career growth, mentorship and the chance to build and lead a UA function.</li><li class="leading-relaxed">Collaborative, gamer-first culture with space to experiment.</li></ul>

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