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.

Requirements

• At least 5 years in user acquisition for consumer mobile apps, with meaningful time spent owning strategy across multiple channels and markets, not solely executing in one.
• A track record of improving cost of acquisition through creative testing, not just spend management, grounded in a current understanding of how modern paid platforms work.
• Strong command of mobile measurement (attribution, MMPs, event and value tracking, and incrementality testing), with the analytical instinct to interpret data, stay sceptical of vanity metrics like raw installs, and turn findings into clear, prioritised action and honest trade-offs.
• Experience selecting, onboarding, and directing agencies, freelancers, and specialists to deliver outcomes rather than just activity.
• A scrappy, bias-to-action operator who would rather ship and learn than perfect and wait, and who can roll up their sleeves and execute themselves when speed demands it.
• Genuine curiosity about emerging channels (GEO, creator and partnership-led growth) alongside strong working knowledge of established ones (SEO, ASO) and a habit of testing new opportunities early.
• Excellent communication and collaboration skills, with the credibility to influence product, engineering, analytics, and commercial stakeholders.
• The ability to translate brand strategy into channel execution — you understand that creative, tone, and messaging consistency across Meta, TikTok, and search directly impact performance outcomes. You’re as comfortable discussing CAC, ROAS, and downstream event optimisation as you are briefing a creator on what makes Pregnancy+ feel distinctly warm, trusted, and inclusive.
• Hands-on experience with key paid channels including Meta Ads, Google UAC, Apple Search Ads, and TikTok, alongside familiarity with mobile attribution platforms such as Branch or similar MMPs. You’ll know how to build and test creative at pace — whether through UGC, creator partnerships, or structured platform testing frameworks.

Benefits

• Benefits include a generous pension contribution, private healthcare, along with a range of flexible benefits and family friendly policies - be sure to speak to your recruiter about all the benefits on offer. We also have plenty of learning opportunities to support your development at Philips.