You will be responsible for managing the entire UA funnel from campaign conceptualization to in-depth performance analysis with the goal of acquiring high-quality users at scale and maximizing long-term ROI.

This role requires a mix of technical expertise, strategic thinking, analytical rigor, and creative collaboration, making it ideal for someone passionate about scaling mobile games in the competitive social and hypercasual space.

Key Responsibilities:

Technical & Execution:

- Plan, launch, and optimize UA campaigns across Meta (Facebook/Instagram), Google Ads (UAC), TikTok, Apple Search Ads, Unity, and other ad networks/DSPs.

- Manage daily campaign performance, adjusting bids, budgets, targeting, and creatives to hit CAC, LTV, and ROI goals.

- Implement structured A/B tests for campaigns, audiences, and creatives.

- Ensure accurate event configuration and tracking across ad platforms and Mobile Measurement Partners (MMPs) (AppsFlyer).

- Partner with engineering teams to QA and troubleshoot SDK/event integrations.

Analytical & Reporting:

- Analyze campaign and cohort-level data from ad platforms and MMPs to identify trends, opportunities, and risks.

- Calculate breakeven points and model projected LTV/ROI by user cohorts.

- Understand and act on player journey metrics (ex.
New users: D0D7; Retained users: D7+; Reactivated users).

- Build dashboards and performance reports in tools such as Looker Studio, Tableau, or Power BI.

- Apply predictive modeling and early KPIs (D1D3) to forecast long-term user value, for decision making.

Strategic:

- Develop and execute a full-funnel UA strategy that integrates acquisition, retention, and re-engagement.

- Create and manage audience strategies (custom audiences, lookalikes, retargeting cohorts).

- Design and execute re-engagement campaigns for churned or low-activity users.

- Collaborate with CRM and product teams to connect UA with retention and monetization strategies.

- Contribute to budget allocation, forecasting, and scaling strategies.

- Stay current with platform updates, privacy-first UA (SKAN, ATT, Privacy Sandbox), and emerging ad tech.

Creative:

- Collaborate with the creative team to brief, conceptualize, and test ad creatives (video, playables, static, UGC-style).

- Design and run creative test campaigns with structured methodologies to minimize false positives/false negatives.

- Analyze creative performance using key metrics (Hook Rate, Hold Rate, CTR, CVR, ROAS etc.) and translate findings into actionable creative insights.

- Build data-driven audience categories and ensure visual assets + ad copy are tailored to the right segment.

- Establish creative refresh cycles and rotation strategies to combat ad fatigue.

- Share business-aligned creative insights with stakeholders, linking creative learnings to broader UA strategy.

Collaboration & Operations:

- Act as the primary liaison with ad networks, agencies, and internal cross-functional teams (Analytics, Engineering, Product, Creative).

- Lead the day-to-day campaign operations, ensuring accuracy, quality, and timeliness.

- Share insights and recommendations with stakeholders to influence product and marketing decisions.

Qualifications:

- 4+ years of hands-on experience in UA for mobile games (social, hypercasual, or casino preferred).

- Proven expertise with major ad platforms (Meta, Google Ads, TikTok, ASA).

- Strong working knowledge of MMPs (AppsFlyer, Adjust, Singular) including event setup and analysis.

- Deep understanding of UA KPIs (CPI, CAC, ROAS, ROI, LTV, retention).