UA & Growth Lead

2Moons; Fatih; On-site; TRY 600,000 - 900,000; Full time

Job summary

2Moons is seeking a UA & Growth Lead to shape how we reach players, grow our games and unlock new commercial opportunities. You will connect campaign strategy, user acquisition, monetization and business development, collaborating with studio leadership and game teams.

This hands-on leadership role requires turning insights into action, building a focused growth team, and delivering sustainable results across our portfolio.

Qualifications

• Track record of growing mobile games or comparable consumer products with clear campaign ownership.
• Hands-on experience managing UA budgets and evaluating acquisition performance, payback and sustainable growth.
• Strong understanding of attribution, experimentation, player retention, and game monetization.
• Experience leading teams and coordinating creative, analytical and commercial work.
• Ability to combine quantitative judgment with understanding of players, creative quality and brand positioning.
• Commercial initiative: identifying opportunities, building relationships and moving partnerships from discussion to execution.
• Comfort working in a lean studio, switching between strategic planning and hands-on delivery.
• Clear communication and ability to turn complex findings into practical priorities for the team.

Responsibilities

• Own growth strategy across our games, linking launch plans, live ops, player engagement and long-term commercial goals.
• Plan and manage UA budgets, forecasts and channel allocation; decide testing, scaling and spend termination.
• Design, launch and optimize paid, organic and lifecycle campaigns with product teams on messaging and player journeys.
• Build, lead and coordinate the growth team; manage external agencies, creators and partners.
• Define measurement and reporting using attribution, cohort analysis, retention, LTV and ROAS to guide decisions.
• Run structured experiments across creatives, audiences, channels, store listings and campaign flows; translate findings into next steps.
• Explore monetization opportunities across in-app purchases, ads, offers and player lifecycle initiatives.
• Develop growth-related business opportunities including distribution, platform relationships, partnerships and new routes to market.
• Explore IP revenue channels including licensing, collaborations and beyond-the-game opportunities.
• Collaborate with finance and studio leadership on budgets, revenue forecasts and commercial planning.
• Help shape in-house growth tools and AI-supported workflows; improve learning, campaign execution and reporting.
• Contribute to studio-level strategy and growth perspective in product/resource decisions.

Job description

Role Overview

We’re looking for a UA & Growth Lead to shape how 2Moons reaches players, grows its games and builds new commercial opportunities. You’ll connect campaign strategy, user acquisition, monetization and business development, working closely with the studio’s leadership and game teams.

This is a hands‑on leadership role for someone who can turn insight into action, build a focused growth team and take responsibility for sustainable results.

Responsibilities

• Own the growth strategy across our games, connecting launch plans, live operations, player engagement and long‑term commercial goals.
• Plan and manage user acquisition budgets, forecasts and channel allocation; make informed decisions about testing, scaling and stopping spend.
• Design, launch and improve paid, organic and lifecycle campaigns, working with creative and game teams on messaging, assets and player journeys.
• Build, lead and coordinate the growth team, setting priorities and managing external agencies, creators and partners where needed.
• Define measurement and reporting with our data and development teams, using attribution, cohort analysis, retention, LTV and ROAS to guide decisions.
• Run structured experiments across creatives, audiences, channels, store listings and campaign flows, and turn findings into clear next steps.
• Work with game teams on monetization opportunities across in‑app purchases, advertising, offers and player lifecycle initiatives.
• Develop growth‑related business opportunities, including distribution, platform relationships, partnerships and new routes to market.
• Explore additional revenue channels for our IP, including licensing, collaborations and opportunities beyond the game itself.
• Collaborate with finance and studio leadership on budgets, revenue forecasts and commercial planning.
• Help shape our in‑house growth tools and AI‑supported workflows, making learning, campaign execution and reporting more effective.
• Contribute to studio‑level strategy and bring a clear growth perspective to decisions about products, resources and future opportunities.

Requirements

• A proven track record of growing mobile games or comparable consumer products, with clear ownership of campaigns and results.
• Hands‑on experience managing UA budgets and evaluating acquisition performance, payback and sustainable growth.
• A strong understanding of attribution, experimentation, player retention and game monetization.
• Experience leading teams and coordinating creative, analytical and commercial work.
• The ability to combine quantitative judgment with an understanding of players, creative quality and brand positioning.
• Commercial initiative: identifying opportunities, building relationships and moving partnerships from discussion to execution.
• Comfort working in a lean studio, switching between strategic planning and hands‑on delivery.
• Clear communication and the ability to turn complex findings into practical priorities for the team.

Nice to Have

• Experience taking a mobile game from soft launch to broader release and ongoing growth.
• Experience with casual or puzzle games, ad monetization and hybrid revenue models.
• Relationships across advertising platforms, distribution partners, creators or the games industry.
• Experience developing an IP through licensing, brand partnerships or additional channels.
• Experience building growth systems from the ground up and using AI or automation to improve workflows.
• A founder or early‑stage leadership mindset, with a long‑term interest in helping build a studio.