User Acquisition Specialist

We are seeking a highly motivated and data-drivenUser Acquisition Specialistto join our growth team. You will be responsible for managing theentire 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 oftechnical expertise, strategic thinking, analytical rigor, and creative collaboration, making it ideal for someone passionate about scaling mobile games in the social casino space.

Key Responsibilities

1. Technical & Execution

• Plan, launch, and optimize UA campaigns acrossMeta (Facebook/Instagram), Google Ads (UAC), TikTok, Apple Search Ads, Unity, and other ad networks/DSPs.
• Manage daily campaign performance, adjustingbids, budgets, targeting, and creativesto hit CAC, LTV, and ROI goals.
• Implement structuredA/B testsfor campaigns, audiences, and creatives.
• Ensure accurateevent configuration and trackingacross ad platforms andMobile Measurement Partners (MMPs)(AppsFlyer).
• Partner with engineering teams toQA and troubleshoot SDK/event integrations.

2. Analytical & Reporting

• Analyze campaign and cohort-level data from ad platforms and MMPs toidentify trends, opportunities, and risks.
• Calculatebreakeven pointsand modelprojected LTV/ROIby user cohorts.
• Understand and act onplayer journey metrics(ex. New users: D0D7; Retained users: D7+; Reactivated users).
• Builddashboards and performance reportsin tools such as Looker Studio, Tableau, or Power BI.
• Applypredictive modelingand early KPIs (D0D3) to forecast long-term user value, for decision making.

3. Strategic

• Develop and execute afull-funnel UA strategythat integratesacquisition, retention, and re-engagement.
• Create and manageaudience strategies(custom audiences, lookalikes, retargeting cohorts).
• Design and executere-engagement campaignsfor churned or low-activity users.
• Collaborate with CRM and product teams to connect UA withretention and monetization strategies.
• Stay current withplatform updates, privacy-first UA (SKAN, ATT, Privacy Sandbox), and emerging ad tech.

4. Creative

• Collaborate with the creative team tobrief, conceptualize, and test ad creatives(video, playables, static, UGC-style).
• Design and run creative test campaignswith structured methodologies to minimize false positives/false negatives.
• Analyzecreative performance using key metrics(Hook Rate, Hold Rate, CTR, CVR, ROAS etc.) and translate findings into actionable creative insights.
• Builddata-driven audience categoriesand ensurevisual assets + ad copyare tailored to the right segment.
• Establishcreative refresh cyclesand rotation strategies to combat ad fatigue.
• Sharebusiness-aligned creative insightswith stakeholders, linking creative learnings to broader UA strategy.

5. Collaboration & Operations

• Act as theprimary liaisonwith ad networks, agencies, and internal cross-functional teams (Analytics, Engineering, Product, Creative).
• Lead theday-to-day campaign operations, ensuring accuracy, quality, and timeliness.
• Shareinsights and recommendationswith stakeholders to influence product and marketing decisions.

Qualifications

• 4+ years of hands-on experiencein UA for mobile games (social, hypercasual, or casino preferred).
• Proven expertise with major ad platforms (Meta, Google Ads, TikTok, ASA).
• Strong working knowledge ofMMPs(AppsFlyer, Adjust, Singular) including event setup and analysis.
• Deep understanding ofUA KPIs(CPI, CAC, ROAS, ROI, LTV, retention).
• Ability to runre-engagement campaignsand leverageMMP + platform datafor targeting and predictive analysis.
• Proficiency indata analysis & visualization tools(Excel, SQL, Looker Studio, Tableau, or equivalent).
• Stronganalytical, mathematical, and problem-solving skills.
• Entrepreneurial mindset with a high sense ofownership and accountability.