Head of User Acquisition

Summary

Join Palta, a rapidly growing tech platform with over 60 million monthly active users, as their Head of User Acquisition. This role requires expertise in managing high-budget user acquisition campaigns across various channels (Facebook, Google, TikTok, etc.) and a proven track record of success in the health and fitness sector. You will lead a team of UA managers, develop and manage the UA budget, and implement innovative acquisition strategies. The ideal candidate possesses strong analytical, communication, and leadership skills, along with at least five years of experience managing over $10 million in annual ad spend. This is a unique opportunity to be a crucial member of a fast-growing startup and contribute to a product that significantly impacts people's lives.

Requirements

• Deep understanding of marketing and user acquisition first principles
• At least five years of experience in user acquisition, with a focus on the health and fitness sector
• Demonstrated expertise in managing a variety of paid channels (e.g., Facebook, Google, TikTok, Snapchat, Pinterest, Twitter etc.), strategies (including influencer and affiliate marketing), and funnels (web2web, web2app, iOS/Android, SKAD), handling over $10 million in annual ad spend
• Experience in leading a team of 3-5 user acquisition managers and coordinating with contractors
• Proven track record in developing team processes, systems, and establishing effective work routines
• Skilled in recruitment processes and making tough decisions regarding staffing changes
• History of leveraging analytics for optimizing campaigns performance and process development
• Proven capability in implementing comprehensive UA reporting at the organizational level
• Ability to analyze beyond Customer Acquisition Cost (CAC) metrics to positively influence Lifetime Value (LTV) and product metrics using UA tools
• Proficient in building and maintaining professional relationships with other departments (Growth, Product, Analytics, SMM, Creative, Finance)
• Effective communicator, adept at conveying complex ideas clearly and persuasively
• Excellent communication skills and fluency in English
• Takes responsibility for outcomes, demonstrating accountability and ownership
• Displays resilience and composure under stress, maintaining a calm and steady approach in high-pressure situations

Responsibilities

• Develop and execute user acquisition strategy
• Strategically manage and scale user acquisition initiatives within W2W and App in the B2C USA/Tier1 markets
• Allocate 30% of your time to hands-on campaign management and 70% to team management and strategy
• Develop and manage the UA budget and model media marketing mix
• Research and implement innovative acquisition channels
• Manage media plan reporting, including plan vs. actual analyses
• Implement transparent UA reporting at the company level
• Employ a data-driven approach to ad creative tests
• Implement MarTech solutions, tooling, and automation to increase UA campaigns efficiency (attribution logic, conversions API, optimization events, onelinks, automation tools)
• Directly manage a team of 3 UA Managers and hire new members
• Coordinate external contractors and agencies
• Align UA efforts in improving shared Growth team KPIs
• Sync UA efforts with growth strategy and experiments
• Effectively communicate with other teams (Growth, Product, SMM, ASO, Creative, Finance)

Benefits

• A rare opportunity to launch a new big thing from scratch
• Opportunity to work closely with experienced co-founders
• Opportunity to significantly change many people's lives
• Opportunity to gain hands-on experience in various topics, from ML to dermatology
• Opportunity to benefit from employee stock ownership plan
• Opportunity to be part of a fast-growing startup