Performance Marketing & User Acquisition Lead (Mobile Games)

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.

What you’ll own

• 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.
• 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.
• Soft launch optimization: Lead soft launch UA to optimize toward retention, monetization and engagement metrics; iterate quickly on creative, targeting and monetization hooks.
• 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.
• ASO & store conversion: Own app store optimization experiments (icon, screenshots, video, copy) and conversion analysis to increase install quality and reduce CPI.
• 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.
• 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.
• Experimentation & growth playbooks: Identify and test new channels, formats and creative concepts; document repeatable growth playbooks and optimization frameworks.
• Cross-functional feedback loop: Translate UA insights into actionable product and creative changes; influence roadmap priorities with quantifiable results.
• 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.

Key metrics you’ll be measured on

Examples of the measurable outcomes you’ll own:

• Cost per install (CPI) and CPI trend vs. target
• D1 / D7 retention improvements from tests
• Payback period and ROAS for scaled campaigns
• LTV / ARPDAU growth and LTV forecasting accuracy
• Creative test velocity and win rate
• Successful soft-launch to global launch transitions

Required background & skills

• 4+ years in mobile performance marketing / user acquisition, with demonstrable experience in free-to-play games.
• Proven experience running prototype and soft-launch UA tests and taking titles to market.
• Strong working knowledge of attribution & analytics platforms (AppsFlyer, Adjust, Firebase, GameAnalytics) and BI/dashboarding tools.
• Channel expertise across Meta, Google UAC, TikTok, Apple Search Ads and familiarity with DSPs/ad networks (Unity, ironSource, Vungle, etc.).
• 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.
• Practical creative testing experience — able to brief creatives, evaluate results and iterate.
• Excellent communication and stakeholder management: able to present complex analyses in clear, actionable ways.
• High ownership, rapid experimentation mindset, and a passion for games and player psychology.

Plus

• Experience with creative production (video editing, playable ad tooling, or briefing external studios).
• Prior experience in both startup and mid/large studio environments.
• Leadership experience building and mentoring UA teams.
• Exposure to programmatic buying, bidding strategies and fraud prevention tooling.

Tools & tech (examples)

AppsFlyer / Adjust, Firebase, GameAnalytics, Google BigQuery, Looker / Tableau, Excel / Google Sheets, major ad platform UIs, and creative testing platforms.

What we offer

• Ownership of UA across the full game lifecycle and opportunity to shape growth strategy.
• Competitive salary and performance bonus.
• Flexible working arrangements (remote / hybrid).
• Career growth, mentorship and the chance to build and lead a UA function.
• Collaborative, gamer-first culture with space to experiment.