UA Lead

Summary

15 years in marketing, 10 of them in mobile UA, backed by a PhD in Marketing. Runs a 5-person UA team end-to-end at a casual mobile games studio. Manages 7-figure monthly budgets on Google and Meta with deep hands-on channel coverage. Track record of hard scaling numbers (39% Google Play lift while holding ROAS d30, DAU 130K to 450K on a board game title, ARPU d7 +38% via GEO-specific flow) alongside advanced funnel work.

Commercials

Day rate (contract)

£700 / day

Annual salary (permanent)

£75,000 / year

Open to

Permanent · Contract

Availability

Available now

Budget managed

£1m+

Skills

• User Acquisition Leadership
• Team Building & Management
• Casual, Idle, Board & Dating Verticals
• IAA / IAP / Hybrid Monetisation
• Meta / Google / TikTok / AppLovin / Unity / Mintegral / Liftoff
• SKAN & AEM
• Re-engagement & LTV Growth
• DSP Scaling (Liftoff, DBM, Spotad)
• Adjust / AppsFlyer / Singular
• Tableau / PowerBI / Firebase / Incrmntal / Fraudscore
• Creative Testing Frameworks
• Funnel & Flow Optimisation

Experience

• 15 years in marketing with 10 years specifically in mobile UA, backed by a PhD in Marketing.
• Currently UA Lead at a mobile games studio with IAA monetisation. Built and manages a 5-person UA team end-to-end. Scaled a casual title by 39% on Google Play while holding ROAS d30 stable across GEOs despite declining organic traffic. Grew a board game title's DAU from 130K to 450K on Google Play. Executed advanced funnel optimisation: tested a custom user flow that lifted Retention Rate d28 by 2 p.p. and session time by 15% with no CPI or ARPU d7 increase. Delivered a 38% ARPU d7 uplift on Google Ads campaigns via GEO-specific user flow.
• Previously Head of UA at a mobile games studio, leading in-house UA across 10+ idle titles with hybrid monetisation (50:50). Doubled YoY gross profit, scaled a key iOS title's spend 3x on Meta using SKAN and AEM, and built a channel-specific creative testing framework from scratch.
• Earlier UA Lead at a casual mobile studio (IAA monetised): scaled a casual title's Android traffic 4x while meeting strict ROAS KPIs.
• Senior UA Manager at a mobile games publisher (IAP heavy): doubled ROAS d30 on a casual title by shifting 50% of spend into re-engagement for LTV growth.
• Senior UA Manager at a dating company (IAP heavy): doubled YoY revenue with positive ROI across a mobile app portfolio, including DSP scaling on Liftoff, DBM, and Spotad.
• Budgets: managed 7-figure monthly budgets on Google and Meta, 6-figure on AppLovin. Deep hands-on channel coverage across Unity, Mintegral, Liftoff, TikTok, ASA, Pinterest, Snapchat, incentivised sources and preinstall partners. Tooling fluency spans Adjust, AppsFlyer, Singular, Tableau, PowerBI, Incrmntal, Firebase and Fraudscore.

Motivations

Genuinely interested in the craft of how games are built; wants a studio where he can engage with product, not just run campaigns against it. Specifically drawn to working with an international team, which he hasn't had the chance to do before and flagged as a real pull factor. Looking for a leadership seat.

Recruiter notes

Rare combination of deep hands-on channel operator (managing 7-figure monthly Google/Meta budgets, DSP scaling, SKAN/AEM) with a genuine academic grounding — the PhD sits behind concrete, well-defined tests like the GEO-specific user flow that lifted ARPU d7 38%.

Repeatedly promoted or handed bigger portfolios: scaled a casual title 39% while holding ROAS, took a board game DAU from 130K to 450K, and doubled YoY gross profit as Head of UA on a 10+ idle-title portfolio. The through-line is scaling while defending unit economics rather than chasing volume.

Profile filters

Discipline

UA

Industry

Games · Apps

Categories

Casual · Social

Genres

Tabletop/cards · Puzzle

Channels

Meta · Google · TikTok · Programmatic

Monetisation

IAA · IAP · HYBRID

Expertise

Creative scaling · Reactivation · SKAN / measurement · Audience strategy

Location

eu · remote