Head of User Acquisition

Responsibilities

User Acquisition strategy and execution

• Strategically manage and scale user acquisition initiatives, within our W2W and App

• Allocate 30% of your time to hands-on campaign management and 70% to team management and strategy

• Developing and managing the UA budget and modelling media marketing mix

• Research and implement innovative acquisition channels

Comprehensive UA Reporting

• Managing media plan reporting, including plan vs. actual analyses.

• Implementing transparent UA reporting at the company level

• Data-driven approach to ad creative tests

MarTech/ AdTech

• Implementing MarTech solutions, tooling and automatization to increase UA campaigns efficiency (attribution logic, conversions API, optimization events, onelinks, automatization tools)

UA team management

• Directly management a team of 3 UA Managers and hiring new members

• Coordinating external contractors and agencies

Collaboration with Growth team

• Align UA efforts in improving shared Growth team KPIs

• Sync UA efforts with growth strategy and experiments

• Effective communication with other teams (Growth, Product, SMM, ASO, Creative, Finance)

We expect that you have

Domain Expertise

• Deep understanding of marketing and user acquisition first principles

• At least five years of experience in user acquisition, with a focus on the health and fitness sector

• Demonstrated expertise in managing a variety of paid channels (e.g., Facebook, Google, TikTok), strategies (including influencer and affiliate marketing) and funnels (web2web, web2app, iOS/Android, SKAD), handling over $10 million in annual ad spend

Management Skills

• Experienced in leading a team of 3-5 user acquisition managers and coordinating with contractors

• Proven track record in developing team processes, systems, and establishing effective work routines

• Skilled in recruitment processes and making tough decisions regarding staffing changes

Strong Analytical Skills

• History of leveraging analytics for optimizing campaigns performance and process development

• Proven capability in implementing comprehensive UA reporting at the organizational level

• Ability to analyze beyond Customer Acquisition Cost (CAC) metrics to positively influence Lifetime Value (LTV) and product metrics using UA tools

Networking and Communication Skills

• Proficient in building and maintaining professional relationships with other departments (Growth, Product, Analytics, SMM, Creative, Finance)

• Effective communicator, adept at conveying complex ideas clearly and persuasively

Soft skills

• Excellent communication skills and fluency in English

• Autonomy and Initiative

• Takes responsibility for outcomes, demonstrating accountability and ownership

• Displays resilience and composure under stress, maintaining a calm and steady approach in high-pressure situations