Associate Director UA (Mobile Gaming)

Location: London, UK; hybrid work arrangement. Relocation assistance is available for those moving to the UK.

Company

Interactive entertainment company developing and publishing mobile games across multiple genres and global markets.

What you will do

• Own the end-to-end user acquisition strategy and performance for the Gram Games and Merge Dragons! portfolio.
• Lead annual growth planning, scaling strategies, risk mitigation, and experimentation across markets, channels, targeting, and inventory.
• Develop measurement frameworks including MMM, incrementality studies, and pLTV modeling.
• Improve full-funnel performance through product-aligned campaigns, creative testing, audience testing, and campaign structure optimization.
• Establish transparent performance reporting, accountability, prioritization, and cross-functional alignment.
• Mentor UA managers and analysts while partnering with Creative, ASO, Product, and Data teams.

Requirements

• 6–10+ years of performance marketing experience in mobile free-to-play, ideally in gaming.
• Proven experience scaling multi-million €/$ user acquisition budgets profitably.
• Strong knowledge of mobile attribution, LTV modeling, and ROAS optimization.
• Experience leading and developing high-performing teams.
• Strong analytical thinking and decision-making based on data and experimentation.
• Ability to influence stakeholders and drive alignment across multiple functions.

Nice to have

• Familiarity with Match-3 and puzzle models, Merge Games, or builder games.

Culture & Benefits

• Private medical care, life insurance, a healthcare cash plan, and pension scheme.
• Company bonus scheme and highly competitive salary.
• Relocation assistance for candidates moving to the UK.
• Onsite chef serving breakfast, lunch, and treats.
• Access to modern technology and consoles in the workplace.