Head of UA / UA Coach (Advisor)

The role

This person will set and maintain the UA playbook and creative testing framework for gaming squads. They will either run hands-on UA for 1-3 games in-house or act as an advisor to provide expertise to all squads.

What you will do

• Set and keep the UA playbook including channel mix, bidding, budget rules, and ROAS discipline
• Own the creative testing framework, measurement, and incrementality
• Test new networks and DSPs
• Make UA expertise easy to reach through office hours, reviews, and written playbooks
• Speak up when a standard is not followed
• Run and optimize UA for 1-3 games for the in-house role
• Turn data from shared LTV and profit models into growth decisions
• Build agents and automation for bidding, reporting, and creative production

Required qualifications

• 7+ years in mobile user acquisition or growth marketing, including leadership roles, in ad-monetized casual evergreen games
• Hands-on experience running and optimizing campaigns across AppLovin, Meta, Google, DSPs and CPI networks
• Experience scaling mobile games through performance marketing and keeping them profitable
• Strong creative-driven UA with experience building a creative testing framework
• Strong analytical mindset to turn data from shared analytics and LTV models into growth decisions
• AI-native with experience building agents or automation for bidding, reporting and creative production
• Ability to work at both strategic and day-to-day execution levels
• Ready to relocate to Barcelona and work from the office 4 days a week for the in-house format

Nice to have

• Experience scaling games to the top-grossing charts

Benefits

• Choose between full-time in Barcelona or as an advisor

About the company

Appodeal is a US-based product company in the mobile app monetization space with a global presence. The company uses an AI-native squad model to build and scale a portfolio of casual, ad-monetized evergreen games.