Responsibilities Develop and refine a strategic user acquisition roadmap aligned with business objectives and market-specific dynamics across markets, with a focus on app marketing strategies. Lead and mentor a team of acquisition specialists, providing guidance, support, and performance coaching to drive results in app marketing and paid acquisition. Oversee the planning, execution, and optimization of paid acquisition campaigns across channels such as Google Ads, Facebook Ads, Instagram Ads, X, ASA and other relevant platforms, with a specific focus on app marketing tactics. Develop and implement app marketing strategies to drive app installs, engagement, and conversions, leveraging channels such as in-app advertising, affiliates and mobile ad networks. Conduct market research and competitive analysis to identify growth opportunities, market trends, and competitive threats in each market, with a focus on capturing market potentials and improving market share. Drive continuous improvement in ROAS performance through data-driven insights, A/B testing, and campaign optimization strategies, with a strong funnel conversion concept and experience in full funnel marketing strategy from awareness to conversion. Foster a culture of test & learn within the acquisition team, encouraging experimentation, hypothesis testing, and iterative improvements to acquisition strategies and tactics. Manage acquisition budgets effectively across markets, ensuring optimal allocation and alignment with business goals and KPIs for app marketing and paid acquisition. Generate regular performance reports and dashboards to track key metrics, analyze campaign performance, and provide actionable insights to senior leadership, showcasing expertise as T-shaped marketers specializing in paid advertising. Collaborate closely with cross-functional teams, including marketing, product, analytics, and finance, to align acquisition strategies with overall business objectives and initiatives, ensuring a cohesive approach to full funnel marketing strategies.