Senior/Lead UA (Casual Games)
Marketing Marketing User Acquisition Performance Marketing
Salary
Location
Job Overview And Responsibility
Own the CPI axis for a portfolio of games - build and lead a UA machine that turns creative testing into profitable, repeatable growth. Campaign Strategy & Scaling - Plan and run campaigns across Meta, Google, TikTok, Unity, AppLovin. - Own the UA budget for your games; allocate by performance. - Scale campaigns while protecting CPI and keeping the LTV > CPI loop profitable. Creative Engine - Lead the creative pipeline with the Art team - toward 30+ variants/week at scale. - Design hook tests; read CTR and IPM to find winners. - Multiply winning creatives into new variants and formats. Team Leadership - Lead and coach a pod of 3–4 UA Specialists. - Build the UA playbook: test process, reporting standards, optimization cadence. - Hire and grow new members of the UA workshop. Data & Economics - Track CPI, ROAS, LTV/CPI, and payback by cohort and funnel. - Work in MMPs (AppsFlyer) and internal dashboards. - Recommend go/no-go with Market Research and Game teams at every gate. Success Metrics Acquisition: CPI, Install Volume, ROAS Economics: LTV / CPI, Payback Period Engine: Creative Win Rate, Test Velocity, Team Growth
Required Skills and Experience
- 3+ years in mobile UA / performance marketing. - Has led a team or mentored juniors. - Has scaled profitable campaigns with meaningful budgets. - Hands-on with Meta, Google, TikTok, AppLovin, or Unity Ads. - Strong data thinking: cohorts, LTV, payback.
Why Candidate should apply this position
- Own high-impact User Acquisition campaigns with real business impact - Work with top ad platforms and cross-functional Product, Data, and Creative teams - Grow your career in a fast-paced, data-driven environment
Preferred skills and experiences
- Hyper-casual / hybrid-casual experience. - MMPs (AppsFlyer, Adjust) and SQL. - ASO.
Report to
Game Director
Interview process
1st round: HR, 2nd round: hiring manager
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Lynn Mary
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