UA主管

About the Role: As the User Acquisition (UA) Manager, you will lead performance marketing and acquisition strategies for game publishing operations in Southeast Asia (SEA). This role requires a data-driven, analytical, and results-oriented leader with a strong understanding of the nuances involved in acquiring players in the SEA region. You should have a solid background in performance marketing, be skilled in multi-channel user acquisition, and understand the evolving landscape and challenges of gaming audiences in this region. You will be responsible for leading and executing scalable UA campaigns, optimizing the player conversion funnel, and identifying new market opportunities to maximize ROI and player retention. Working closely with internal teams (marketing, creative, product, and data analytics) and external partners (ad networks, agencies, influencers), you will craft and execute our product growth strategies. Key Responsibilities: Develop and implement data-driven UA strategies for SEA markets (Thailand, Indonesia, Vietnam, Malaysia, Philippines, Singapore), localized according to player preferences and platform trends. Analyze and optimize top-performing UA channels such as Meta, Google Ads, TikTok, YouTube, programmatic, DSPs, SDK networks, and affiliate partners. Conduct A/B testing on acquisition strategies, ad creatives, and landing pages to improve conversion rates, CPI, and ROAS. Manage and scale large paid media campaigns, integrating ASO (App Store Optimization) to boost organic visibility. Use data analysis and attribution models to enhance LTV, CPA, and ROAS efficiency. Identify and test emerging channels (influencers, streamers, esports partnerships) to expand reach. Oversee UA budget allocation, ensuring cost-effectiveness while driving sustainable growth. Collaborate closely with creative, product, and marketing teams to align campaign goals with business objectives. Lead and mentor a high-performing UA team, fostering a culture of data-driven innovation and growth. Act as a thought leader in UA strategy, driving best practices and performance optimization across the SEA region.

Requirements: Over 5 years of experience in performance marketing and user acquisition, preferably in the gaming or digital entertainment industry. Proven track record managing large-scale paid UA campaigns across multiple channels (Meta, Google UAC, TikTok, DSPs, programmatic, affiliate, etc.). Strong analytical mindset – able to interpret campaign performance and optimize results. In-depth knowledge of the SEA market – gaming trends, audience behavior, major advertising platforms, and cultural nuances. Fluent in Mandarin (or Cantonese) and English – able to collaborate effectively with regional teams. Experience working with SEA gaming influencers, esports marketing, or strategic partnerships. Strong network within the gaming industry – including relationships with major platforms like Meta, Google, TikTok, AppLovin, Unity Ads, etc.

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