Head of User Acquisition | Betty CA
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What you'll do
- Own the User Acquisition strategy across Web, iOS and Android.
- Lead, develop and manage the UA team, setting clear priorities, targets and areas of ownership.
- Own significant acquisition budgets and allocate investment across channels based on performance and growth opportunities.
- Drive performance across major acquisition platforms including Google, Meta, Apple Ads, programmatic and emerging channels.
- Own key acquisition KPIs including customer volume, CAC, conversion, player quality and ROAS.
- Identify new channels, partners and growth opportunities while continuously improving the existing channel mix.
- Work closely with CRO, Creative, Analytics, Product and Marketing to improve the full acquisition journey.
- Build a strong testing culture across media, audiences, creative, landing experiences and new acquisition opportunities.
- Ensure measurement, attribution and reporting provide a reliable view of performance and support effective decision-making.
- Communicate performance, opportunities, risks and recommendations clearly to senior leadership.
What they're looking for
- 7+ years of experience in User Acquisition, Performance Marketing or a closely related field.
- Significant experience managing large-scale paid acquisition across both web and mobile apps.
- Proven experience leading and developing performance marketing teams.
- Deep knowledge of major acquisition platforms such as Google, Meta and Apple Ads.
- Strong understanding of mobile attribution, measurement and performance analytics.
- Experience managing substantial budgets with clear commercial accountability.
- Strong analytical and strategic thinking, with the ability to move comfortably between high-level strategy and channel-level performance.
- Excellent stakeholder management and communication skills.
- Ability to operate effectively in a fast-paced, high-growth environment.
- Fluency in written and spoken English.
Nice to have
- Experience in iGaming or online gaming.
- Experience in another high-scale digital sector such as fintech, subscriptions, e-commerce or mobile gaming.
- Experience with programmatic app acquisition and a broad mix of paid media channels.
- Familiarity with regulated advertising environments.
Summarised by NextRaise from the employer’s description, which follows in full below.
Full description from employer
About Us:
Betty is an innovative entertainment company pioneering at the intersection of real-money online casinos and casual mobile gaming.
Betty Canada is a scale up company accredited by the Alcohol and Gaming Commission of Ontario (AGCO) as a B2C operator in February 2023, we've set a new standard in the industry.
Our mission is to redefine the online casino experience by offering a uniquely transparent environment where players can relax, unwind, and enjoy themselves safely. We are committed to accessibility, fairness, and inclusivity, fostering a community of like-minded individuals who value ethical gaming practices and prioritize our players' safety and enjoyment above everything else.
Our Values:
- We are honest - we value honesty in all aspects.
- Bring the Olives - we offer premium customer experience.
- Think Big - we believe in always striving for more.
About the Role:
We are looking for an experienced Head of User Acquisition to lead our acquisition strategy and team across Web, iOS and Android.
This is a senior leadership role responsible for scaling new customer acquisition while maintaining strong efficiency and player quality. You will own channel strategy, budgets, performance and team development across a large and sophisticated UA operation.
The ideal candidate combines deep performance marketing expertise with strong commercial judgement, analytical thinking and proven experience leading high-performing teams.
Key Responsibilities:
- Own the User Acquisition strategy across Web, iOS and Android.
- Lead, develop and manage the UA team, setting clear priorities, targets and areas of ownership.
- Own significant acquisition budgets and allocate investment across channels based on performance and growth opportunities.
- Drive performance across major acquisition platforms including Google, Meta, Apple Ads, programmatic and emerging channels.
- Own key acquisition KPIs including customer volume, CAC, conversion, player quality and ROAS.
- Identify new channels, partners and growth opportunities while continuously improving the existing channel mix.
- Work closely with CRO, Creative, Analytics, Product and Marketing to improve the full acquisition journey.
- Build a strong testing culture across media, audiences, creative, landing experiences and new acquisition opportunities.
- Ensure measurement, attribution and reporting provide a reliable view of performance and support effective decision-making.
- Communicate performance, opportunities, risks and recommendations clearly to senior leadership.
Requirements:
- 7+ years of experience in User Acquisition, Performance Marketing or a closely related field.
- Significant experience managing large-scale paid acquisition across both web and mobile apps.
- Proven experience leading and developing performance marketing teams.
- Deep knowledge of major acquisition platforms such as Google, Meta and Apple Ads.
- Strong understanding of mobile attribution, measurement and performance analytics.
- Experience managing substantial budgets with clear commercial accountability.
- Strong analytical and strategic thinking, with the ability to move comfortably between high-level strategy and channel-level performance.
- Excellent stakeholder management and communication skills.
- Ability to operate effectively in a fast-paced, high-growth environment.
- Fluency in written and spoken English.
Nice to Have:
- Experience in iGaming or online gaming.
- Experience in another high-scale digital sector such as fintech, subscriptions, e-commerce or mobile gaming.
- Experience with programmatic app acquisition and a broad mix of paid media channels.
- Familiarity with regulated advertising environments.
What we offer:
- Competitive salary
- Premium Health insurance
- Career and skills development opportunities
- Fun and collaborative team environment
- New modern office space
Company
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