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
REQUIREMENTS
● 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
BENEFITS
● Salary: up to $7,000 per month
● 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
