Head of Performance Marketing (User Acquisition)

Responsibilities

• Own paid UA end to end. Set strategy, budget allocation and weekly pacing across Meta, Google App campaigns, TikTok, Apple Search Ads, Snap, Reddit and new channels as they prove out
• Acquire both sides of the marketplace. Run separate playbooks for buyers (first purchase, repeat) and sellers (activation, first listing or first show), optimizing to downstream events, not installs
• Build the measurement stack. Own MMP setup (AppsFlyer/Adjust/Branch), SKAdNetwork/AdAttributionKit conversion schemas, Conversions API, incrementality and geo-lift tests, and a CAC → LTV → payback model finance trusts
• Make the creative yourself. Source footage, edit, and build ad variants yourself in tools like CapCut, Canva, Figma or Premiere: UGC, creator clips, live-show moments and seller spotlights. Ship and iterate new variants every week without waiting on a design queue, and bring in freelancers or creators only when volume demands it
• Bridge paid and organic. Work with creator partnerships, referral, ASO and lifecycle so paid spend compounds into retention, not one-off installs
• Report and forecast. Weekly performance readouts and monthly plans to leadership, with clear calls on where the next dollar goes
• Scale the function. Decide when to add agencies, freelancers or full-time hires, and build the team

Requirements

• 3–5 years running paid acquisition with direct, hands-on ownership of budgets and accounts, ideally in-house at a mobile app or marketplace
• Mobile app UA depth: Meta app campaigns, Google App campaigns, TikTok, Apple Search Ads; comfortable with MMPs, SKAN/AdAttributionKit and post-ATT measurement
• Marketplace instincts: you've optimized to purchase or seller activation, not just installs, and understand that buyer and seller economics differ
• Analytical rigor: you build your own cohort, LTV and payback models in SQL or spreadsheets and can design an incrementality test
• Hands-on creative production: in your current role you source assets and build your own ads and versions, not just brief others. You know what wins on TikTok and Reels and can show a portfolio of ads you made
• Ready to step up: you've owned a channel or a slice of budget and want to own the whole function, set strategy and eventually build a team

Preferred

• Experience at a commerce, collecting or live-shopping platform such as Whatnot, Faire, eBay, TheRealReal, Fanatics Collectibles, Depop, Poshmark, StockX or Mercari
• Mobile gaming UA background (great at creative velocity and ROAS modeling)
• Experience scaling a channel from $0 to meaningful monthly spend at an early-stage company
• Familiarity with creator and influencer whitelisting (Spark Ads, partnership ads)
• You already buy or sell in a collecting community