Head of User Acquisition

About the role

We are looking for a highly systematic Head of User Acquisition to own and scale paid acquisition for one of our core D2C subscription products. You will be fully responsible for building a stable, structured, high-ROI traffic operation — defining the strategy, managing the budget, leading the team, and driving consistent, predictable performance across all paid channels. The core challenge is not just scaling spend — it is diversifying a concentrated channel mix and profitably scaling new channels and geos to reduce platform dependence.

This is a high-impact role suited for someone who thinks in systems, not campaigns. Performance instability, inconsistent execution, and unresolved issues are not acceptable. You are expected to operate with structure and rigour at all times, while acting as the key bridge between product, creative, and analytics. The bar is high and so is the upside — performance here is directly and significantly rewarded, and strong operators take on bigger scope fast.

Key Responsibilities

Strategic Ownership & Structure

• Define and own the overall UA strategy across all platforms (Meta, TikTok, Google, Snapchat, Pinterest, etc.)
• Develop scalable processes, SOPs, testing frameworks, and reporting systems
• Design UA OKRs and KPIs for both team-wide success and individual performance

Team Leadership & Management

• Manage and mentor a team of UA Managers
• Lead hiring, onboarding, training, and performance management within the UA function
• Create a high-talent-density culture that fosters performance, accountability, and growth
• Drive knowledge sharing and ensure best practices are institutionalised across the team

Performance Marketing Execution

• Own budget management across all platforms, ensuring efficient CAC and positive ROAS
• Develop and implement growth plans based on LTV:CAC ratios, retention, onboarding conversion, and ARPU
• Partner with the data team to build and refine advanced analytics and attribution models
• Own the testing roadmap: A/B tests, geo-expansion, channel scaling, creative iteration

Cross-functional Collaboration

• Collaborate with the Managing Director to align UA strategy with product and business goals
• Work closely with creative leads to guide ad production using data-driven briefs
• Own vendor relationships with major advertising platforms and tools

Qualifications

Must-Have Experience

• 5+ years in performance marketing with a strong focus on D2C subscription products (web-to-web, web-to-app)
• Proven track record managing paid acquisition at scale across multiple platforms
• Experience managing significant monthly paid budgets with clear ROI accountability
• Demonstrated ability to build systems, SOPs, and reporting structures — not just run campaigns
• Experience directly managing and developing a UA team of at least 3–5 professionals
• Deep platform knowledge: Meta, TikTok, Google, Pinterest, Snapchat, and other paid social/search/display
• Strong quantitative and analytical skills with proficiency in Tableau, Google Analytics, and Excel/SQL

Leadership Attributes

• Highly systematic and structured operator — you build processes, not workarounds
• Results-driven with full accountability for performance and ROI
• Hands-on when it counts — able to independently diagnose and resolve issues on any traffic source
• Strong management instincts: knows how to hire, develop, and hold people accountable
• Clear, direct communicator who operates effectively in a remote environment