Responsibilities

• Own the full acquisition portfolio
• Set and own the acquisition strategy across all channels: paid social (Meta, TikTok), paid search (Google UAC / App Campaigns), Apple Search Ads, app store optimisation (ASO), SEO, and emerging channels such as generative engine optimisation (GEO) and creator-led growth for AI-driven discovery, rather than optimising any single one in isolation.
• Own cost of acquisition and active user growth as your headline metrics, and make evidence-based decisions about where the next pound of spend or hour of effort should go.
• Continuously rebalance the channel mix and test new or under-exploited channels as clear bets, doubling down on what works and retiring what doesn’t.
• Drive creative velocity and testing
• Treat creative as the primary lever for improving acquisition efficiency, not an afterthought to budget management.
• Build a high-output creative engine through UGC specialists, creators, freelancers, and agency partners, increasing the volume and variety of concepts we test by an order of magnitude.
• Write sharp creative briefs grounded in audience insight, run structured testing frameworks, and feed winning signals back into the platforms and the wider funnel.
• Direct agencies, freelancers, and specialists
• Source, onboard, brief, and manage a lean network of specialist partners (mobile UA agencies, creative producers, channel specialists), bringing in new specialists as the strategy demands rather than building a large in-house team.
• Hold partners accountable to clear outcomes and benchmarks, while staying close enough to the detail to challenge their work and step in when needed.
• Build measurement and incrementality infrastructure
• Move us beyond optimising on installs toward measuring real downstream value and incremental impact.
• Own the measurement stack (attribution, event tracking, value-based signals) and run regular incrementality testing so we can trust what is genuinely driving growth.
• Automate the reporting and account checks that currently eat time, and simplify campaign structures so more effort goes into creative and strategy and less into manually moving budgets between campaigns and markets.
• Orchestrate cross-functional growth
• Partner with content, commercial, and partnership teams to unlock acquisition through healthcare, retail, and creator relationships that paid media alone cannot reach.
• Work with the lifecycle and CRM function to ensure acquisition connects cleanly into onboarding, activation, and retention, not just top-of-funnel installs.
• Collaborate with product and engineering to improve store conversion, onboarding, and the in-product moments that compound acquisition into long-term value.