User Acquisition Lead
Rovio
Job Summary
Rovio Entertainment seeks a User Acquisition (UA) Lead for a parental leave cover (July 1st, 2025 - January 30th, 2026) based in Stockholm, Sweden. This role involves overseeing multi-million dollar budgets for Angry Birds 2 and other games in soft launch. Responsibilities include developing and executing UA strategies, leading a performance marketing team (hiring, mentoring, and strategic guidance), collaborating with cross-functional teams (Product, Finance, Marketing, Tech), conducting A/B testing and experimentation across channels, analyzing acquisition funnels, and providing regular performance reports to stakeholders. The ideal candidate possesses extensive experience managing large UA budgets in mobile free-to-play games, a proven track record of leading and growing teams, and a deep understanding of various UA channels and strategies. Strong analytical, leadership, and communication skills are essential.
Must Have
- Manage multi-million dollar UA budgets
- Lead & mentor performance marketing team
- Develop & execute UA strategies
- Collaborate with cross-functional teams
- Analyze acquisition funnels & report on KPIs
- Experience with mobile free-to-play games
Job Description
Rovio is part of the SEGA family and world famous for our flagship IP Angry Birds - want to know more about Rovio as an employer? Click here.
If acquisition marketing is your playfield, you are not satisfied with status-quo but always strive to improve and learn, let’s have a chat. We are looking for a UA/Performance Marketing Lead based in Sweden to support the growth of our games. The role is a parental leave cover for the period of July 1st, 2025 to January 30th, 2026.
As UA Lead, you will run the development, planning and execution of acquisition marketing strategies for our biggest title Angry Birds 2 and get a chance to support other games in Soft Launch, leveraging multi-million dollar budgets to drive profitable growth globally. Alongside a team of performance marketers that you’ll guide & mentor, you will support our acquisition efforts for the games you’re in charge of, while conducting strategic, high-volume experimentation on all key current and potential user acquisition channels. You will work cross-functionally with Product, Finance, Marketing and Tech and report directly to the Marketing Director in Sweden.
You will have impact and fun at work by doing:
- Oversee the UA budget and strategy to grow our games through performance marketing
- Support the definition and leadership of the overall UA strategy for our games together with the Marketing Director
- Lead our Performance Marketing team within the Stockholm and Copenhagen studios: hiring, mentoring, ensuring their integration within the larger organization and giving them a clear purpose and strategy while overseeing their tactical execution
- Bring analysis and insight to acquisition funnel measurement, including helping to define & set goals for KPIs on each game, and working with Business Intelligence & Data Engineering on implementing performance predictions
- Partner with Product to maximize growth opportunities and embed the marketing agenda within the games’ lifecycle
- Collaborate with Business Intelligence and Finance on investment forecasts, budgeting and cash flow projections based on performance marketing investments
- Partner with BI and other teams to develop relevant dashboards and tools to analyze UA performance and provide reporting on performance at a regular cadence for key stakeholders
- Drive a relentless culture of experimentation on all key existing UA channels, while also ideating and establishing new user acquisition funnels for Rovio’s portfolio of games
Experience and skills we are looking for:
- Demonstrated ability to effectively manage and optimize multi-million dollar acquisition budgets driving user acquisition for mobile free to play games
- Proven success of leading and managing a growth-driven UA (or Performance Marketing) teamWide understanding of UA strategies and channels outside of tracked marketing
- Proven ability to partner with cross-functional leadership in Product, Finance, Creative and Business Intelligence/ Data Engineering Balance of data-driven analytical skills and understanding of creatives
- Excellent leadership, communication, interpersonal and presentation skills Growth mindset: never satisfied with status-quo, always strive to improve and learn, encourage teams and colleagues to do the same
Please send your CV in English. We look forward to meeting you!
We welcome applicants to use the name they want to be addressed by in the application form, regardless of whether it is their legal name.
At Rovio, we are also committed to providing reasonable accommodations for qualified individuals with disabilities or conditions in our working environment and job application procedures. We are committed to continuously improving workplace accessibility. If you have any questions before applying, please write to us at recruitment@rovio.com.
6 Skills Required For This Role
Cross Functional
Forecasting Budgeting
Budget Management
Talent Acquisition
Quality Control
Business Intelligence