About the role
Responsibilities:
- Build a new game testing playbook for mobile puzzle games.
- Perform early testing of concepts to drive decision-making around our pipeline of new games.
- Plan, execute, and scale paid UA campaigns across Meta Ads, Google App Campaigns, Unity Ads, AppLovin, TikTok Ads, and other top-performing networks.
- Own the execution and optimisation of campaigns with a sharp focus on ROAS, not just installs.
- Work closely with the design team to drive the creative testing (videos, playables, static) and identify winning concepts.
- Build processes to increase the efficiency of creative marketing teams.
- Use AI tools to increase the efficiency of the entire process.
- Own the campaign analytics and reporting.
- Analyse deep funnel metrics (Conversion rate, ARPU, LTV, retention) to double down on profitable cohorts.
- Collaborate with product, analytics, and design teams to align marketing strategies with game monetisation and player engagement.
Requirements:
- 4-10 years of hands-on Paid UA experience in conceptualising and executing campaigns across channels.
- Previous experience in Paid App marketing in the mobile gaming industry
- Proven expertise in Meta Ads and Google Ads; experience with Unity Ads, AppLovin, and TikTok Ads is highly valued.
- Strong knowledge of MMPs (Singular, Adjust, AppsFlyer) and attribution best practices.
- Analytical mindset with fluency in Excel and CAC/LTV analysis.
- Experience running campaigns on both iOS (SKAN) and Android, navigating IDFA restrictions with confidence.
- Performance-first approach to creative testing, knowing what works and why.