User Acquisition Manager (Mobile Casual Gaming)

About this role

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.