User Acquisition Specialist (Mobile Games)

About the Role

User Acquisition Specialist

technical expertise, strategic thinking, analytical rigor, and creative collaboration

Key Responsibilities

1. 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

  .

2. 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: D0–D7; 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 (D1–D3) to forecast long-term user value, for decision making.

3. 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.

4. 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.

5. 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).
• Ability to run

  re-engagement campaigns

  and leverage

  MMP + platform data

  for targeting and predictive analysis.
• Proficiency in

  data analysis & visualization tools

  (Excel, SQL, Looker Studio, Tableau, or equivalent).
• Strong

  analytical, mathematical, and problem-solving skills

  .
• Entrepreneurial mindset with a high sense of

  ownership and accountability

  .