Senior User Acquisition Manager

Strategy and management

• development and implementation of a user acquisition strategy based on business metrics LTV, CAC, ROAS, Payback Period.
• Responsibility for the full cycle of UA campaigns in several channels and or geos from planning to analysis and optimization.
• Participation in media planning, budgeting and preparation of strategic reviews by areas.
• Implementation and development of new UA channels, monitoring their effectiveness.

Analytics and optimization

• Conducting deep quantitative and cohort analytics on funnels
• Building, launching and analyzing AB tests for creatives, offers, targeting and strategies procurement
• Systematic analysis of the competitive environment using tools Sensor Tower, AppMagic, Mobile Action, Ads Library.
• Collection and structuring of data from advertising platforms and analytical systems AppsFlyer, Firebase, Looker
• Operational implementation Setting up, launching and scaling campaigns in key digital channels Meta, Google UAC, TikTok
• Maintaining the relevance of creatives, audiences and hypotheses for each channel.
• Regular reporting on the results of campaigns and channels.

Interaction and communication

• Coordination of goals, hypotheses and adjustments to strategies with product, analytical and creative teams.
• Providing the product team with recommendations based on the analysis of user behavior and funnels.

Performance metrics

• Achieve KPIs for advertising channels and campaigns
• Fulfillment of target KPIs for the country CAC, CPI, ROAS, CPA

Advertising platforms

• Expertise in channels: Meta, TikTok, Google, ASA, etc.
• Builds a purchasing strategy, scales campaigns taking into account unit economics.
• Oversees one or more channels, is responsible for the result.

Analytics and metrics

• Understand unit economics CAC, LTV, ROI, ARPU, retention at the cohort level.
• Conduct indepth product analysis revenue per user, payback period by segments.
• Know how to present findings to product and business teams.
• Design scalable dashboards and reporting structures in Sheets.

Tracking and analytics

• Deploy custom settings in AppsFlyer, Firebase, including advanced mapping.
• Work with BI systems Looker, Tableau.
• Advanced use of AppsFlyer cohort analysis, Protect360, custom dashboards, raw data exports.
• Consults on setting up events, attribution and deep/deferred linking.
• Optimize the structure of Skan campaigns: schema, prioritization of events, setting up conversion value.
• Takes into account the limitations of Privacy Sandbox and develops migration strategies to new approaches.

Working with creatives and tests

• Forms a creative strategy concepts, directions, test hypotheses.
• Builds a testing framework offers, channels, audiences.
• Supervises the work of designers and copywriters, ensures creative rotation.
• Control the compliance of creatives with brand guides and brand index.
• Responsible for the implementation of best practices in visual identity.

Planning and Budget

• Participate in quarterly and annual budget planning.
• Allocates budgets by region and product in accordance with business goals.