Senior/Lead UA Manager

Skillsearch Limited; Royal Leamington Spa; On-site; GBP 60,000 - 90,000; Full time

Job summary

Skillsearch Limited is seeking a Senior/Lead User Acquisition Manager in the UK to lead a portfolio of mobile games. You will own UA strategy, allocate budgets across channels, and drive profitable growth while mentoring a team of UA managers.

The role requires strong analytical skills, commercial ownership of marketing budgets, and the ability to balance long-term portfolio growth with day-to-day campaign optimisations. Location is Leamington Spa, UK.

Qualifications

• Significant user acquisition experience in mobile gaming.
• Proven track record of profitable growth across live and emerging titles.
• Experience leading, coaching and scaling UA teams.
• Strong ownership of marketing budgets and performance outcomes.
• Data-driven decision making with a focus on ROAS and payback.

Responsibilities

• Define and execute user acquisition strategy across a portfolio of mobile games.
• Allocate budgets across channels and titles to maximise ROI.
• Mentor and develop a team of UA Managers for high performance.
• Collaborate with analytics, product and creative teams to optimise campaigns.
• Monitor portfolio performance and adjust spend based on results.

Skills

User Acquisition

Mobile Gaming

Budget Management

Leadership

Analytics

Job description

Are you a commercially driven User Acquisition leader who thrives on finding scalable growth opportunities, optimising marketing investment and building high-performing teams?

We're working with a highly successful mobile games studio seeking a Senior or Lead User Acquisition Manager to drive profitable growth across a diverse portfolio of live and emerging mobile titles. This is a fantastic opportunity to combine strategic leadership with hands‑on execution, shaping UA direction while directly influencing revenue, profitability and portfolio performance.

About The Role

As a Senior or Lead User Acquisition Manager, you will own user acquisition strategy across a portfolio of mobile games, balancing long-term portfolio growth with day-to-day campaign optimisation.

You will lead and mentor a team of UA Managers, helping them maximise performance across their games while ensuring marketing investment is allocated to the highest-return opportunities.

This role is ideal for someone who enjoys combining analytical thinking, commercial decision-making and creative testing to deliver sustainable, profitable growth at scale.

Whether your experience aligns to Senior, Lead or Head of User Acquisition level, the focus is on the impact you can make.

What You'll Do

UA Strategy & Portfolio Growth

• Define and execute user acquisition strategy across a portfolio of mobile games.
• Allocate budgets across channels, campaigns and titles to maximise return on investment.
• Identify growth opportunities and scale successful campaigns efficiently.
• Continuously evaluate portfolio performance and adapt spending based on results.
• Balance investment between established titles and new game opportunities.

Team Leadership & Development

• Lead, coach and mentor a team of User Acquisition Managers.
• Support team members in developing ownership and expertise across their titles.
• Establish best practices, processes and performance standards.
• Foster a collaborative, data-driven and commercially focused culture.
• Help team members achieve their professional development goals.

Performance Optimisation

• Drive profitable user growth while maintaining target ROAS and payback periods.
• Monitor campaign performance across multiple acquisition channels.
• Analyse trends, identify performance issues and implement corrective actions.
• Ensure budgets are continuously allocated toward the highest-performing opportunities.
• Challenge assumptions and targets where data indicates alternative approaches.

Analytics & Measurement

• Work closely with Analytics teams to define and refine:
  • LTV models
  • ROAS targets
  • Payback models
  • Cohort analysis frameworks
• Leverage data to inform acquisition decisions and portfolio strategy.
• Monitor performance in a privacy-centric marketing landscape.
• Build clear business cases for spending decisions and optimisation initiatives.

Creative Strategy & Testing

• Partner with Creative and Analytics teams to drive testing programmes.
• Develop frameworks for identifying and scaling winning creatives.
• Ensure each game benefits from a steady pipeline of new concepts and experiments.
• Analyse creative performance across different marketing channels.
• Share learnings and best practices across the portfolio.

New Game Testing

• Design and manage structured marketability tests for emerging game concepts.
• Establish testing frameworks that allow fast and informed product decisions.
• Evaluate results objectively and recommend next steps.
• Support efficient resource allocation towards the strongest opportunities.

Cross-Functional Collaboration

• Act as the voice of user acquisition across Product, Publishing and Growth teams.
• Share market insights and player acquisition trends.
• Collaborate with monetisation and product teams to unlock further growth opportunities.
• Build strong relationships with external advertising platforms and network partners.
• Identify and evaluate new acquisition channels and technologies.

What You'll Own

Portfolio Growth Performance

You will be accountable for:

• Profitable user acquisition across the games portfolio.
• Allocation of marketing investment across channels and products.
• Identification of growth opportunities and scaling strategies.
• Maintaining efficient spend against business targets.
• Ensuring UA insights influence wider product and commercial decision-making.

Success In This Role

Success will be measured through:

• Achievement of profitable spend targets.
• Install volume delivered within agreed payback targets.
• ROAS performance against commercial objectives.
• Contribution of UA activity to portfolio profitability.
• Speed and effectiveness of budget reallocation decisions.
• Development, engagement and performance of the UA team.
• Successful scaling of new growth opportunities.

What We're Looking For

Essential Experience

• Significant user acquisition experience within mobile gaming.
• Proven success scaling free-to-play mobile titles profitably.
• Experience managing performance marketing across major ad and social platforms.
• Experience leading, mentoring or managing User Acquisition specialists.
• Strong commercial ownership of marketing budgets and performance outcomes.

Technical & Analytical Expertise

• Deep understanding of:
  • ROAS
  • LTV
  • Payback analysis
  • Cohort modelling
  • Attribution
  • Measurement frameworks
• Experience operating in modern privacy-focused advertising environments.
• Strong proficiency with spreadsheets, analytics tools and BI platforms.
• Ability to interpret complex datasets and translate findings into action.

Creative & Growth Mindset

• Strong understanding of creative testing methodologies.
• Proven ability to identify, test and scale winning creatives.
• Appreciation for platform-specific advertising strategies.
• Strong commercial and strategic judgment.
• Ability to communicate investment decisions clearly and confidently.

Leadership Skills

• Strong coaching and mentoring abilities.
• Collaborative and positive leadership style.
• Capable of influencing stakeholders through data and insight.
• Strong communication and presentation skills.
• Comfortable balancing strategic priorities with hands‑on campaign management.

Desirable Experience

• Mobile puzzle, casual or hybrid-casual game experience.
• Experience managing large and diverse game portfolios.
• Background working with live-service mobile titles.
• Advanced growth modelling and forecasting experience.
• Experience working closely with creative production teams.

Why Join?

• Lead user acquisition strategy across a successful mobile games portfolio.
• Manage significant marketing investment with direct influence on business performance.
• Work alongside experienced product, growth, analytics and creative teams.
• Help shape the future direction of a growing UA function.
• Significant ownership, autonomy and career progression opportunities.
• Join a commercially focused environment where performance and innovation are highly valued.

Location:Leamington Spa, UK
Salary Range:£60,000-£90,000 GBP per annum

If you're a data-driven UA leader who loves scaling mobile games, developing talent and uncovering the next major growth opportunity, we'd love to hear from you.