Performance Marketing Manager

Own paid user acquisition for MPL's US business end-to-end: channel strategy, budget allocation, creative testing velocity, and measurement. You scale spend profitably against deposit and GMV payback targets, and you defend every dollar with incrementality logic. You decide where the money goes, what gets tested, and why. Creative, data, and product teams are your partners; the CAC-to-payback outcomes are yours.

The core responsibilities for the job include the following:

Channel Strategy and Scaling:

• Own performance channels end-to-end: Google App Campaigns, Meta App Install Campaigns, Apple Search Ads, and emerging channels (DSPs, OEM, influencer-performance, and playable networks).
• Plan and control the full UA budget: allocation across channels, campaigns, and geos, tuned weekly against payback data.
• Scale what works and kill what doesn't, fast. Document the why either way.

Real-money gaming compliance in UA:

• Operate within RMG ad certification and policy frameworks on Google, Meta, and Apple, including state-level targeting restrictions in the US.
• Partner with legal and compliance on creative claims, bonus messaging, and responsible gaming requirements.
• Treat policy fluency as a moat: channels others can't run cleanly are our advantage.

Measurement and Incrementality:

• Own attribution end to end: MMP configuration (AppsFlyer, Adjust, or similar), SKAN/post-ATT measurement, and web-to-app flows.
• Design and run incrementality tests: geo holdouts, PSA tests, and audience splits. Report what's truly incremental, not what platforms claim.
• Build the CAC-to-payback view by channel and cohort: cost per first deposit, GMV payback windows, and contribution-margin breakeven.

Creative Testing Engine:

• Run a high-velocity creative testing loop with the creative team: hypotheses, batch testing, and structured readouts.
• Develop audience-creative fit: what converts casual players vs. competitive cash players, and where fatigue sets in.
• Feed winning angles back into concepting; kill losing angles with data, not opinions.

Economy Guardrails and Analytics:

• Define target segments and how to reach them: lookalikes, broad and creative-led, and re-engagement of lapsed depositors.
• Own the paid funnel jointly with product: install registration, first game, and first deposit. Diagnose leaks, brief fixes.
• Coordinate with LiveOps on event-led acquisition moments and seasonal spikes.

Requirements:

• 4+ years driving growth through digital acquisition channels, with 2+ years hands-on managing large-scale app campaigns on Google, Meta, and Apple Search Ads.
• Strongly preferred: experience in real-money skill gaming, social casino, iGaming, or F2P gaming, where you owned revenue-based payback targets.
• Experience managing large budgets with full planning and budgetary control.
• Proven track record of scaling acquisition profitably: meeting or exceeding revenue and payback goals, not just install targets.

Measurement craft:

• Deep hands-on experience with MMPs (AppsFlyer, Adjust, Kochava) and app attribution, including SKAN and post-ATT reality.
• Demonstrable experience running incrementality and structured testing programs: bidding, audience, creative.
• Strong analytics Fluency: cohort analysis, LTV modeling, and payback curves; SQL is a strong plus.

Mindset:

• Self-starter who executes under deadlines without being chased.
• Startup-culture comfort: ambiguity, speed, and owning outcomes with a small team.
• Experience scaling acquisition geographically and managing agile growth processes.
• Intellectual honesty: you report incrementality even when it makes your channel look worse.

Good to have:

• US market UA experience, including familiarity with state-level RMG advertising restrictions.
• Experience managing or mentoring a growth team.
• Exposure to web funnels and PC/cross-platform acquisition.
• Creative strategy instincts: you can brief a winning concept, not just measure one.