Head of Marketing & User Acquisition

Head of Marketing & User Acquisition

We are seeking a Head of Marketing & User Acquisition to lead our growth strategy and execution. This is a hybrid role combining strategic leadership with hands-on campaign management. You will own the full marketing funnel—from creative strategy and paid media to organic growth, influencer partnerships, and community engagement. You will build and lead a team, manage a multi-million dollar UA budget, and work cross-functionally with product, creative, and design teams to ensure our marketing efforts are as compelling as the game itself.

✅ Responsibilities:

Strategy & Leadership

• Develop and execute the holistic marketing strategy for our cyberpunk fighting game, spanning pre-launch hype, launch, and live ops campaigns.

• Own the P&L for user acquisition and marketing, managing budgets with a focus on ROAS, LTV, and efficient scale.

• Build, mentor, and lead a high-performing marketing team (UA managers, creative strategists, community managers) as we scale.

• Define KPIs and reporting frameworks to measure marketing effectiveness across all channels.

User Acquisition & Performance Marketing

• Lead UA strategy across key platforms: Meta (Facebook/Instagram), TikTok, Google Ads (App Campaigns), Apple Search Ads, and programmatic networks.

• Manage bid strategies, audience targeting, and creative testing roadmaps to achieve volume targets at sustainable CAC.

• Analyze performance data daily—interpreting metrics like CTR, CVR, IPM, ROAS, and LTV—to optimize campaigns in real-time.

• Partner with the creative team to develop high-converting ad concepts grounded in performance marketing principles (hooks, pattern interrupts, platform-specific formats).

Organic Growth & Brand Marketing

• Oversee organic social strategy (TikTok, Instagram, YouTube, Discord) to build a loyal community around the cyberpunk fighting game genre.

• Lead influencer and creator programs, identifying partners who authentically resonate with the fighting game and cyberpunk audiences.

• Drive PR, app store optimization (ASO), and cross-promotion strategies to maximize visibility and organic installs.

• Ensure brand consistency and storytelling across all touchpoints—from ad creatives to community interactions.

Cross-Functional Collaboration

• Work closely with product management and game design to align marketing campaigns with live ops events, new character launches, and in-game promotions.

• Partner with data analytics to develop robust LTV forecasting, cohort analysis, and marketing attribution models.

• Collaborate with the creative studio (motion designers, artists) to brief and iterate on high-performing creative assets.
  

✅ Qualifications:

Experience

• 7+ years in marketing and user acquisition, with at least 3+ years in mobile gaming (F2P experience required or similar one in e-commerce).

• Proven track record of scaling mobile games to millions of installs across global markets, managing budgets of $10M+ annually.

• Experience leading teams and managing direct reports.

Platform & Technical Expertise

• Deep hands-on experience with Meta Ads Manager, TikTok Ads, Google App Campaigns, and Apple Search Ads.

• Strong analytical skills—proficiency with SQL, Excel/Google Sheets, and BI tools (Tableau, Looker, QlickSense) for deep-dive analysis.

• Experience with MMP platforms (Singular, Adjust, AppsFlyer) and marketing measurement methodologies (SKAdNetwork, ATT).

• Understanding of ASO (App Store Optimization) and its impact on organic growth.

Strategic & Creative Mindset

• Ability to translate performance data into actionable creative briefs and testing roadmaps.

• Deep understanding of performance marketing creative principles: hooks, storytelling, platform-native formats (TikTok, Reels, Stories), and the difference between brand-building and direct-response creative.

• Strong grasp of LTV modeling, cohort analysis, and ROI-based budget allocation.

Soft Skills

• Exceptional leadership and communication skills—able to align cross-functional teams and present to executive leadership.

• Thrives in a fast-paced, data-driven environment with a bias for action.

✅ Nice to Have (The "Good to Know"):

Fighting Games: Deep familiarity with the fighting game community (FGC), competitive gaming culture, and how to market to hardcore vs. casual audiences.

Influencer Marketing: Established relationships with gaming creators or agencies in the mobile or fighting game space.

Web3 / Emerging Platforms: Experience with emerging ad formats, new social platforms, or alternative acquisition channels.

Global Experience: Track record of launching games across APAC, EMEA, and North America with localized strategies.

 What do we offer?

‍ Ownership: You'll shape the growth trajectory of a major new IP from the ground up—with direct impact on studio success.

Resources: Budget to execute ambitious campaigns and the autonomy to build a marketing team.

Competitive Compensation: Stable salary adequate to experience, performance-based bonuses.

Growth: Opportunity to scale into a senior leadership role (CMO, VP of Growth) as the studio expands its portfolio.

Culture: A studio that values data-driven creativity, work-life balance, and a genuine passion for games.

‍♂️ Flexibility: Core hours 10-14.

Transparency: As little beaurocracy and as much transparency as it’s possible.

➕ Benefits: Cool stuff that supports physical, emotional, and intellectual well-being like sports pay-offs, private medical care, and team integrations.

Recruitment flow for this specific position:

1.) Intro call.

2.) Technical interview.