Associate Director UA

Gramgamescareers; Greater London; On-site; GBP 140,000 - 210,000; Full time

Benefits offered by this job

Relocation assistance

Private medical care

Company bonus scheme

Healthcare cash plan

Pension scheme

Job summary

Gram Games is seeking a results-driven UA leader to drive profitable growth for Gram Games and Merge Dragons!, owning end-to-end UA strategy across major channels, guiding scale initiatives, improving measurement, and fostering cross-functional collaboration with Product, Creative, ASO and Data teams.

You will mentor and empower a UA team, partner with Creative for testing velocity, and ensure cohesive funnel optimization while delivering accountable performance outcomes.

Qualifications

• Extensive experience in scaling mobile game UA campaigns.
• Strong analytical thinking and experimentation mindset.

Responsibilities

• Own end-to-end UA strategy and performance for the portfolio.
• Manage growth planning, scaling, and risk across markets and channels.
• Lead measurement frameworks and improve funnel performance.
• Mentor UA team and collaborate with Creative/ASO/Product teams.

Skills

Performance marketing

Multi-channel growth

Team leadership

Data-driven decisions

Mobile gaming

Stakeholder influence

Budget management

Job description

Who We Are:

Gram Games is the studio behind popular titles like 1010!, Six!, Merge Dragons!, and Merge Magic!, with more exciting projects in the pipeline. We are proudly part of the Zynga & Take-Two Interactive family. We do things differently here: we work in small self-managing teams, giving you an incredible amount of ownership, autonomy, and impact.

At Gram, everyone is expected to have a razor-sharp focus on creating a tangible impact on their team, their work environment, and on the overall company strategy. If you are motivated by autonomy, constant improvement, collaboration, and a sense of belonging, this is the place for you.

We are looking for a results-driven UA leader to drive profitable growth for Gram Games and Merge Dragons! This role will own the full UA strategy and execution across all major channels, leading scale initiatives while improving efficiency, measurement, and cross-functional collaboration. You will work closely with Product, Creative, ASO, and Data teams to unlock sustainable growth, strengthen funnel performance, and continuously identify new opportunities. You will mentor and empower the UA team to deliver best-in-class execution with strong accountability on performance outcomes.

Responsibilities

Strategic Leadership

• Own the end-to-end UA strategy and performance for the portfolio, ensuring profitability targets are met.
• Manage yearly growth planning, scaling strategies, and risk-mitigation across markets and channels.
• Drive strategic experimentation and support innovation in targeting, channels, and inventory diversification.

Performance Optimization

• Lead measurement frameworks (MMM, incrementality studies, pLTV) to improve decision quality.
• Strengthen full-funnel performance with product-aligned campaigns (FTUE/RTUE, monetization events).
• Build rigorous test roadmaps in creative, audiences, and campaign structure to drive ROAS and LTV uplift.

Team & Collaboration

• Mentor UA managers and analysts; help build structured career growth and execution excellence.
• Partner closely with Creative teams to fuel testing velocity and creative breakthroughs.
• Collaborate with ASO and Product teams to ensure cohesive funnel optimization and visibility improvements.

Operational Excellence

• Establish clear accountability for results with transparent reporting and actionable insights.
• Improve execution speed through better process, prioritization, and cross-team alignment.

Qualifications

• 6–10+ years of performance marketing experience in mobile free-to-play, ideally in gaming.
• Proven track record of scaling multi-million €/$ UA budgets profitably.
• Strong fluency in mobile attribution, LTV modeling, and ROAS optimization.
• Experience leading and developing high-performing teams.
• Strong analytical thinking and decision-making using data and experimentation.
• Ability to influence stakeholders and drive alignment across multiple functions.
• Bonus: familiarity with Match-3/puzzle models and Merge Games or builder games.

Benefits

In return for bringing your expertise to this top-priority role, we offer some of the best benefits in the gaming industry!

• Highly competitive salary
• Private medical care
• Company bonus scheme
• Relocation assistance for those moving to the UK
• Awesome onsite chef serving breakfast, lunch, and lots of treats (naughty and nice)
• Life insurance and a favorable pension scheme
• Healthcare cash plan, including dental and optical coverage
• Amazing tech to work with and consoles to play and relax with everywhere you look!

We are proud to be an equal opportunity employer, which means we are committed to creating and celebrating diverse thoughts, cultures, and backgrounds throughout our organization. Employment with us is based on substantive ability, objective qualifications, and work ethic – not an individual’s race, creed, color, religion, sex or gender, gender identity or expression, sexual orientation, national origin or ancestry, alienage or citizenship status, physical or mental disability, pregnancy, age, genetic information, veteran status, marital status, status as a victim of domestic violence or sex offenses, reproductive health decision, or any other characteristics protected by applicable law.

As an equal opportunity employer, we are committed to providing the necessary support and accommodation to qualified individuals with disabilities, health conditions, or impairments (subject to any local qualifying requirements) to ensure their full participation in the job application or interview process.