Growth Marketing Lead

Carry1st Shop is a direct-to-consumer storefront for in-game currency and digital goods across Africa and the Middle East, selling titles such as Call of Duty: Mobile, PUBG Mobile and Free Fire. We are looking for a Growth Marketing Lead to own how we acquire, retain and win back customers, profitably.

You will be accountable for our paid user acquisition budget and the return it generates, build our CRM and lifecycle program, and lead a team spanning paid UA and creative. This is a hands-on leadership role: you will set the growth strategy, then get into the detail to launch campaigns, read the data, and constantly iterate.

What you'll do

• Own paid acquisition across Meta, Google, TikTok, Snapchat and app networks, with accountability for the paid UA budget, CAC, and payback
• Build and run CRM and lifecycle marketing: segmentation, onboarding, repeat purchase, cross-sell, win-back and re-engagement across push, email, SMS and WhatsApp
• Own app store optimisation and conversion from store to first purchase
• Allocate budget across channels, markets and titles based on unit economics, and reallocate as performance moves.
• Build one trusted view of acquisition and lifecycle performance with the Data Team, including attribution and incrementality testing
• Run a high-tempo testing program across channels, audiences, offers and creative
• Lead and develop a team of paid UA and creative specialists, and set the creative briefing and testing process
• Partner with market and title owners, Product and Data to turn commercial priorities into campaigns that ship

Requirements

• Experience: 6+ years in growth or performance marketing in gaming, e-commerce or consumer apps
• Paid UA and CRM: A track record of running both paid acquisition at scale and CRM/lifecycle programs, with results you can quantify (CAC, ROAS, retention, reactivation)
• Strategy to tactics: Comfortable setting a quarterly growth strategy and, in the same week, building audiences, writing briefs and launching campaigns yourself
• Analytical rigour: Fluent with MMPs (e.g., AppsFlyer, Adjust) and analytics tools; you design and read experiments and think in unit economics
• Creative judgement: You know what makes performance creative work and how to run a creative testing engine.
• Ownership: You thrive in a fast-moving, remote, growth-stage team and are energized by owning a number.

Preferred Qualifications

• 2+ years of experience managing a team
• Experience with D2C strategy at a gaming publisher, including webshop environments
• Experience in Africa, the Middle East, or other emerging markets