Marketing Lead/ Lead UA

JOB DESCRIPTION

Position overview
The Marketing Lead is responsible for all Growth & User Acquisition activities for the company's mobile game products, encompassing two strategic yet distinct product lines: IAP (idle RPG) & IAA (hybrid casual).
This is an end-to-end ownership role spanning market insight → UA strategy → creative → monetization → scaling, with the objective of maximizing ROAS, LTV, and profit at a global scale.
 
Key Responsibilities
1. Growth Strategy & Ownership
Own marketing P&L for the game portfolio (IAA & IAP)
Develop UA strategies tailored to each monetization model
Identify market opportunities, target audiences, and scaling roadmaps
2. User Acquisition & Campaign Management
Plan, execute, and optimize UA campaigns across platforms: Meta, Google, TikTok, Mintegral, Unity, AppLovin, and others
Manage UA budgets and ensure optimal ROI
Optimize key metrics and ensure strong UA performance
3. Creative Strategy & ASO
Plan and lead creative strategy
Collaborate with production teams to build efficient creative pipelines
Optimize store listings (icons, screenshots, videos, keywords)
Execute A/B testing initiatives
Develop winning formulas and scale creative production
4. Data Analytics & Performance Optimization
Demonstrate proficiency in campaign tracking tools (AppsFlyer, Google Analytics, Tableau, etc.), analyze data, and make timely optimizations to improve CPI, ROAS, and LTV;
Advise stakeholders on data-driven decision making
5. Monetization Alignment (IAA & IAP)
Collaborate with Product teams to optimize ad frequency, ad placement, ARPDAU, pricing, offers, and in-game economy
Ensure alignment between UA and monetization to maximize LTV
6. Market & Competitor Intelligence
Analyze markets, trends, competitors, and industry benchmarks
Conduct market research reports
7. Build and Lead the Marketing Team
Allocate resources, establish KPIs, and manage performance
Train, mentor, and develop the team
Build a culture that is data-driven, testing-first, and ownership-focused

JOB REQUIREMENT

Minimum 7 years of experience in UA Marketing, including at least 3 years in a leadership role
Proven track record with successfully scaled mobile games
Deep understanding of IAP monetization models
Basic understanding of IAA monetization models
Proficiency in paid advertising platforms (Facebook Ads Manager, Google Ads, Mintegral, AppLovin, Unity, etc.)
Experience managing and leading teams
Proficiency in data analytics tools for tracking and evaluating marketing campaign performance
Proficiency in market research and competitive intelligence tools
Creative mindset with strong awareness of market dynamics and gaming industry trends
Ability to work independently with strong analytical thinking and skills to manage multiple campaigns to achieve objectives under tight deadlines
Excellent English communication skills (speaking and writing)
Experience scaling products in Tier 1 markets is a strong advantage

WHAT'S ON OFFER

Salary is competitive & attractive
Holiday bonuses and performance bonuses
Provided with work equipment
5-day work week (weekends off)
2-month probation period with remote work option, receiving 85% of full salary
Premium health insurance with access to international hospitals
Team building activities and annual company trips
Round-trip flight tickets to Vietnam
Full work permit costs covered by the company
Comprehensive relocation support to Vietnam

CONTACT

PEGASI – IT Recruitment Consultancy | Email: recruit@pegasi.com.vn | Tel: +84 28 3622 8666
We are PEGASI – IT Recruitment Consultancy in Vietnam. If you are looking for new opportunity for your career path, kindly visit our website www.pegasi.com.vn for your reference. Thank you!

Job Summary

Company Type:

Product

Technical Skills:

Marketing

Location:

Ha Noi - Viet Nam

Working Policy:

Onsite

Salary:

Negotiation

Job ID:

J02078

Status:

Active

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