Head of User Acquisition | Betty CA

Betty; Greater London; On-site; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Career and skills development

Fun and collaborative team environment

New modern office space

Job summary

Betty is seeking an experienced Head of User Acquisition to lead our global acquisition strategy across Web, iOS and Android. You will own budgets, performance, and team development in a large, sophisticated UA operation, working with cross-functional partners to drive growth while maintaining efficiency and player quality.

The ideal candidate brings deep performance marketing expertise, strong commercial judgment, and a track record of building high-performing teams in a fast-paced, regulated

Qualifications

• 7+ years in User Acquisition or performance marketing.
• Experience managing large paid acquisition across web and mobile apps.
• Proven leadership of performance marketing teams.
• Deep knowledge of Google, Meta and Apple Ads.
• Strong mobile attribution, measurement and analytics.
• Experience managing substantial budgets with commercial accountability.
• Excellent stakeholder management and communication.
• Fluency in written and spoken English.

Responsibilities

• Own the User Acquisition strategy across Web, iOS and Android.
• Lead, develop and manage the UA team with clear priorities and ownership.
• Own significant acquisition budgets and allocate investment across channels.
• Drive performance across Google, Meta, Apple Ads, programmatic and emerging channels.
• Own KPIs including customer volume, CAC, conversion, quality and ROAS.
• Identify new channels, partners and growth opportunities.
• Collaborate with CRO, Creative, Analytics, Product and Marketing to improve the acquisition journey.
• Build a strong testing culture across media, audiences, creative, landing experiences.
• Ensure measurement, attribution and reporting provide a reliable view of performance.
• Communicate performance and opportunities to senior leadership.

Skills

User Acquisition

Performance Marketing

Team Leadership

Budget Management

Analytics

Mobile Attribution

Stakeholder Management

English Fluency

Tools

Google Ads

Meta Ads

Apple Ads

Programmatic Platforms

Job description

About Us:

Betty is an innovative entertainment company pioneering at the intersection of real-money online casinos and casual mobile gaming.
Betty Canadais a scale up company accredited by the Alcohol and Gaming Commission of Ontario (AGCO) as a B2C operator in February 2023, we've set a new standard in the industry.
Our mission is to redefine the online casino experience by offering a uniquely transparent environment where players can relax, unwind, and enjoy themselves safely. We are committed to accessibility, fairness, and inclusivity, fostering a community of like-minded individuals who value ethical gaming practices and prioritize our players' safety and enjoyment above everything else.

Our Values:

• We are honest- we value honesty in all aspects.
• Bring the Olives- we offer premium customer experience.
• Think Big- we believe in always striving for more.

About the Role:

We are looking for an experienced Head of User Acquisition to lead our acquisition strategy and team across Web, iOS and Android.

This is a senior leadership role responsible for scaling new customer acquisition while maintaining strong efficiency and player quality. You will own channel strategy, budgets, performance and team development across a large and sophisticated UA operation.

The ideal candidate combines deep performance marketing expertise with strong commercial judgement, analytical thinking and proven experience leading high-performing teams.

Key Responsibilities:

• Own the User Acquisition strategy across Web, iOS and Android.
• Lead, develop and manage the UA team, setting clear priorities, targets and areas of ownership.
• Own significant acquisition budgets and allocate investment across channels based on performance and growth opportunities.
• Drive performance across major acquisition platforms including Google, Meta, Apple Ads, programmatic and emerging channels.
• Own key acquisition KPIs including customer volume, CAC, conversion, player quality and ROAS.
• Identify new channels, partners and growth opportunities while continuously improving the existing channel mix.
• Work closely with CRO, Creative, Analytics, Product and Marketing to improve the full acquisition journey.
• Build a strong testing culture across media, audiences, creative, landing experiences and new acquisition opportunities.
• Ensure measurement, attribution and reporting provide a reliable view of performance and support effective decision-making.
• Communicate performance, opportunities, risks and recommendations clearly to senior leadership.

Requirements:

• 7+ years of experience in User Acquisition, Performance Marketing or a closely related field.
• Significant experience managing large-scale paid acquisition across both web and mobile apps.
• Proven experience leading and developing performance marketing teams.
• Deep knowledge of major acquisition platforms such as Google, Meta and Apple Ads.
• Strong understanding of mobile attribution, measurement and performance analytics.
• Experience managing substantial budgets with clear commercial accountability.
• Strong analytical and strategic thinking, with the ability to move comfortably between high-level strategy and channel-level performance.
• Excellent stakeholder management and communication skills.Ability to operate effectively in a fast-paced, high-growth environment.
• Fluency in written and spoken English.

Nice to Have:

• Experience in iGaming or online gaming.
• Experience in another high-scale digital sector such as fintech, subscriptions, e-commerce or mobile gaming.
• Experience with programmatic app acquisition and a broad mix of paid media channels.
• Familiarity with regulated advertising environments.

What we offer:

• Career and skills development opportunities
• Fun and collaborative team environment
• New modern office space

Atthistime,weareunabletosponsorworkvisasforthisposition.Candidatesmustbeauthorizedtoworkinthejobpostinglocationforthispositiononafull-timebasiswithouttheneedforcurrentorfuturevisasponsorship.

We are an equal opportunities employer and welcome applications from all suitably qualified individuals, regardless of age, disability, gender, gender identity or expression, marital or civil partnership status, pregnancy or maternity, race, religion or belief, or sexual orientation.