Responsibilities

• Own and scale performance acquisition across Meta, Google UAC, TikTok, Reddit, ad networks, programmatic, and emerging channels — driving installs, verified registrations, and high-value engagement while continuously improving CAC, retention, and LTV through structured experimentation.
• Build and activate alternative paid and non-paid growth engines — including influencer and creator partnerships, app store search ads, referral and viral loops, community programs, and experimental organic channels — to unlock scalable, cost-efficient acquisition beyond paid media.
• Develop and manage an always-on campaign strategy with a primary focus on Android as the app's launch platform, with strong fluency in Google UAC, Google Privacy Sandbox, and Android-specific attribution; iOS and mobile web experience a plus as we expand cross-platform.
• Build and iterate on creative testing frameworks, partnering with creative stakeholders to continuously improve ad performance.
• Own audience strategy — including segmentation, targeting, lookalikes, and retargeting — optimizing toward downstream engagement and retention metrics, not just installs.
• Manage budgets with rigor, allocating spend efficiently across channels and adjusting in real time based on performance signals.
• Own the analytics and reporting cadence for UA performance, delivering clear, actionable insights to leadership and cross-functional partners.
• Work closely with the B2C app team on lifecycle touchpoints that complement paid acquisition, including onboarding flows and retention hooks.
• Lead paid social campaigns (LinkedIn, Meta, and others) targeting game studios, publishers, and ad tech partners on behalf of the Xsolla Ads B2B business.
• Drive content and campaign execution across the funnel — including email campaigns, social posts, and landing page copy — to generate awareness and qualified leads.
• Maintain campaign calendars and track performance metrics, surfacing trends and optimization opportunities to the VP of Marketing.
• Coordinate with the central Xsolla marketing team to ensure Ads division campaigns stay consistent with brand standards and broader GTM strategy.