Senior/Lead UA

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