Global User Acquisition Manager

Accountabilities:: Plan, launch, manage, and scale paid app and web acquisition campaigns across Meta, Google App Campaigns, Apple Search Ads, TikTok , alternative networks, and DSPs. Manage multi-country acquisition budgets and optimize spend against ROAS, CAC, and payback targets. Reallocate budgets across channels, markets, and iOS/Android based on marginal performance and return potential. Adapt campaign structures, bidding strategies, targeting, and creative approaches to individual markets, including Vietnam, Thailand, Taiwan, Japan, and the US. Test emerging acquisition channels and advertising networks while evaluating and negotiating commercial terms with partners. Maintain accurate MMP attribution using platforms such as AppsFlyer or Singular , including event mapping, postbacks, and discrepancy resolution. Manage iOS measurement across SKAN, AdAttributionKit, ATT , and modeled conversion frameworks. Design and interpret incrementality experiments, including geo-lift tests, holdouts, and platform lift studies. Monitor subscription economics and acquisition performance across metrics such as CPI, cost per trial, trial-to-paid conversion, CAC, cohort LTV, ROAS, and payback. Develop creative concepts, angles, hooks, scripts, and briefs based on performance data, audience insights, and competitor research. Partner with internal designers and external UGC and creator partners to produce localized video, static, UGC, and creator advertising assets. Maintain a consistent creative testing pipeline, analyzing hook rate, hold rate, IPM, CVR, fatigue, and other relevant performance indicators. Connect advertising campaigns with app-store conversion strategies through Custom Product Pages and custom store listings. Use AI tools and automation to streamline reporting, anomaly detection, bidding, budget management, creative iteration, and other repetitive UA processes. Build and document repeatable workflows that increase operational efficiency and enable greater output from a lean growth team. Requirements 5–8 years of hands-on mobile app user acquisition experience , including direct ownership of significant advertising budgets. Demonstrated experience managing multi-country acquisition programs, ideally across Asian markets and at least one Tier-1 market. Deep expertise in Meta, Google App Campaigns, Apple Search Ads, and TikTok , with working knowledge of alternative networks and DSPs. Strong MMP expertise with AppsFlyer, Singular, or an equivalent platform , including SKAN/AdAttributionKit and privacy-era measurement. Strong analytical capabilities, including cohort analysis, incrementality testing, experimental design, confidence intervals, and statistical significance. Experience working with BI and analytics tools such as Looker . Demonstrated success improving ROAS or CAC at scale, supported by measurable performance results. Practical experience using AI tools to automate or improve user acquisition workflows. Hands-on experience optimizing web-to-app user journeys , including landing pages, smart banners, deep links, deferred deep links, and end-to-end attribution. Strong understanding of subscription economics and performance marketing metrics. Ability to independently interpret data, make budget decisions, prioritize experiments, and take ownership of outcomes. Strong creative judgment and the ability to translate performance insights into actionable advertising concepts and briefs. Excellent communication and collaboration skills, particularly when working with creative, marketing, analytics, and external partners. Experience with subscription apps, particularly freemium products with trials in areas such as education, language learning, health, or productivity, is a plus. Web acquisition experience involving lead generation or direct web subscriptions is advantageous. ASO experience, including keyword strategy, store listing experimentation, and conversion rate optimization, is desirable. SQL and scripting experience with Python or Apps Script is a plus. Experience with Marketing Mix Modeling or MMP incrementality products is beneficial. Gaming user acquisition experience is also a plus. Benefits Remote-first working arrangement for employees based in India and other eligible locations. Opportunity to work across international markets in Asia and North America. High level of ownership over acquisition strategy, campaign execution, budgets, analytics, and creative testing. Opportunity to work with AI-driven tools and automation to improve marketing efficiency and scalability. Comprehensive employee well-being benefits. Access to free premium language-learning courses to support ongoing language development. Collaborative and international team environment. Opportunity to contribute to a fast-growing, well-funded technology company operating in the global AI and language-learning space. Potential opportunity to grow into a team leadership position as the business scales.