User Acquisition Specialist

Angel and Genie; Ernakulam; On-site; INR 15,00,000 - 25,00,000; Full time

Job summary

A leading mobile gaming company in Kerala is seeking a User Acquisition Specialist to manage and optimize campaigns across platforms. This role requires someone with 4+ years of experience in mobile game user acquisition, strong analytical skills, and expertise in major ad platforms. You will be responsible for data-driven decision-making to maximize ROI and performance. Join our growth team to make an impact in the competitive gaming space.

Qualifications

• 4+ years of hands-on experience in UA for mobile games.
• Proven expertise with major ad platforms.
• Strong understanding of UA KPIs.

Responsibilities

• Plan, launch, and optimize UA campaigns across various platforms.
• Analyze campaign and cohort-level data to identify trends.
• Develop and execute a full-funnel UA strategy.

Skills

Experience in UA for mobile games

Proficiency in data analysis & visualization tools

Strong analytical and problem-solving skills

Expertise with major ad platforms

Knowledge of MMPs

Tools

Excel

SQL

AppsFlyer

Looker Studio

Tableau

Job description

User Acquisition Specialist (Mobile Games)

Job Type: Full Time
Job Location: Kochi
Salary: 15-25 LPA
Years of Experience: 5-15 years

We are seeking a highly motivated and data-driven User Acquisition Specialist to join our growth team. You will be responsible for managing the entire UA funnel from campaign conceptualization to in-depth performance analysis with the goal of acquiring high-quality users at scale and maximizing long-term ROI.

This role requires a mix of technical expertise, strategic thinking, analytical rigor, and creative collaboration, making it ideal for someone passionate about scaling mobile games in the competitive social and hypercasual space.

Key Responsibilities

1. Technical & Execution
   • Plan, launch, and optimize UA campaigns across Meta (Facebook/Instagram), Google Ads (UAC), TikTok, Apple Search Ads, Unity, and other ad networks/DSPs.
   • Manage daily campaign performance, adjusting bids, budgets, targeting, and creatives to hit CAC, LTV, and ROI goals.
   • Implement structured A/B tests for campaigns, audiences, and creatives.
   • Ensure accurate event configuration and tracking across ad platforms and Mobile Measurement Partners (MMPs) (AppsFlyer).
   • Partner with engineering teams to QA and troubleshoot SDK/event integrations.
2. Analytical & Reporting
   • Analyze campaign and cohort-level data from ad platforms and MMPs to identify trends, opportunities, and risks.
   • Calculate breakeven points and model projected LTV/ROI by user cohorts.
   • Understand and act on player journey metrics (e.g., New users: D0‑D7; Retained users: D7+; Reactivated users).
   • Build dashboards and performance reports in Looker Studio, Tableau, or Power BI.
   • Apply predictive modeling and early KPIs (D1‑D3) to forecast long-term user value for decision making.
3. Strategic
   • Develop and execute a full‑funnel UA strategy that integrates acquisition, retention, and re‑engagement.
   • Create and manage audience strategies (custom audiences, lookalikes, retargeting cohorts).
   • Design and execute re‑engagement campaigns for churned or low‑activity users.
   • Collaborate with CRM and product teams to connect UA with retention and monetization strategies.
   • Contribute to budget allocation, forecasting, and scaling strategies.
   • Stay current with platform updates, privacy‑first UA (SKAN, ATT, Privacy Sandbox), and emerging ad tech.
4. Creative
   • Collaborate with the creative team to brief, conceptualize, and test ad creatives (video, playables, static, UGC‑style).
   • Design and run creative test campaigns with structured methodologies to minimize false positives/false negatives.
   • Analyze creative performance using key metrics (Hook Rate, Hold Rate, CTR, CVR, ROAS, etc.) and translate findings into actionable creative insights.
   • Build data‑driven audience categories and ensure visual assets + ad copy are tailored to the right segment.
   • Establish creative refresh cycles and rotation strategies to combat ad fatigue.
   • Share business‑aligned creative insights with stakeholders, linking creative learnings to broader UA strategy.
5. Collaboration & Operations
   • Act as the primary liaison with ad networks, agencies, and internal cross‑functional teams (Analytics, Engineering, Product, Creative).
   • Lead the day‑to‑day campaign operations, ensuring accuracy, quality, and timeliness.
   • Share insights and recommendations with stakeholders to influence product and marketing decisions.

Qualifications

• 4+ years of hands‑on experience in UA for mobile games (social, hypercasual, or casino preferred).
• Proven expertise with major ad platforms (Meta, Google Ads, TikTok, ASA).
• Strong working knowledge of MMPs (AppsFlyer, Adjust, Singular) including event setup and analysis.
• Deep understanding of UA KPIs (CPI, CAC, ROAS, ROI, LTV, retention).
• Ability to run re‑engagement campaigns and leverage MMP + platform data for targeting and predictive analysis.
• Proficiency in data analysis & visualization tools (Excel, SQL, Looker Studio, Tableau, or equivalent).
• Strong analytical, mathematical, and problem‑solving skills.
• Entrepreneurial mindset with a high sense of ownership and accountability.