User Acquisition Lead

The role:
We're looking for User Acquisition Lead who has run Meta at scale and is ready to encode that craft into an automated buying system.

You'll own paid acquisition for Prequel and Esti, our two flagship subscription-based photo/video editing apps and the core of the company's paid growth, with a team of 3+ UA managers reporting to you. This is a playing-coach role: 30–40% of your time is hands-on buying on one direction you own personally; the rest is your team, channel strategy, and the buying system itself.

What's already automated:
Creative testing, creative upload to ad accounts, and performance scoring run through an in-house automated system. A dedicated AI Engineering team builds the buying tooling (auto-upload, AI creative scoring, recommendation engine with human-in-the-loop), and an Analytics team runs predictive LTV/ROAS models you'll use to set your own targets.

Responsibilities

• Own the acquisition result — ROAS and cohort payback, volume and efficiency targets across both apps; plan, defend, and reallocate budget between apps and channels.
• Own channel diversification — reduce dependency on Meta by taking new and existing channels (TikTok, Google, ASA, ad networks) to sustainable, profitable spend, including the technical side: SDK events, conversion passing, account structure.
• Lead and grow a team of 3+ UA managers — development plans and promotion cases against our grade framework, weekly retro and planning rituals, hiring buyers, onboarding them onto the buying system.
• Set the human layer on top of the automation — you're not there to launch things manually; you set requirements for the system, validate its recommendations, and turn personal practices into team standards.
• Run experiments that move unit economics — new creative angles, scaling mechanics, funnel and signal tests; validate what works, kill what doesn't, and document the outcome so the team reuses it.
• Work cross-functionally — Analytics, AI Engineering, Creative, Growth, ASO; plus platform partners (Meta, AppsFlyer).
• Present results and strategy to senior stakeholders — influence investment decisions at C-level and own incident response when a channel breaks (bans, cost shocks, attribution anomalies).

Requirements

• 5+ years in UA on growing B2C products, including 2+ years leading a buying team (3+ people) while keeping personal ownership of a budget. Pure coordinators who no longer touch the numbers are not a fit.
• Mobile B2C with subscription monetization — must have. Web2App / Web2Web experience is important.
• Meta at scale: $1M+/month sustained, personally and through your team. You've driven strategy, account structure, testing approach and automation — and you understand Meta from the inside: signals, auction, structure, optimization logic in its current (Andromeda-era) form, not a bag of old tricks.
• At least one second channel you personally took from zero to real scale Google Ads, TikTok, Pinterest, or similar — including the technical setup, not just the buying.
• Unit economics hands-on — this is a hard requirement, and we test it on a case. LTV, payback, predicted ROAS, deriving target CPA/ROAS from renewal curves, statistical significance of tests. If targets have always arrived from someone else, this role won't work.
• Testing as a system — you've built experimentation frameworks, not one-off tests.
• Tools: AppsFlyer (or Adjust), subscription platform events feeding the MMP and ad accounts, BI (Tableau or similar).
• Ownership of the result, not of the execution — you bring the diagnosis and the plan.
• Comfortable both strategically and hands-on, and able to tell which mode a given week needs.

How we hire

• HR interview
• Hiring manager interview
• Final interview
• Reference check

Conditions

• Professional development – paid training and courses, online / offline lectures, workshops and trainings. Our employees take part in all major IT meetups;
• Adaptation – qualitative onboarding, we help to quickly and smoothly solve all problems. regularly collect feedback throughout the trial period;
• Career development – Review is conducted every 6 months, we monitor results and help improve performance;
• Balance between work and personal life – ability to conveniently build your work schedule, take vacations and days off without a bunch of approvals and bureaucracy;
• Health – health insurance compensation;
• Office space – a cool office in Montenegro, with comfortable workplaces and lounge areas;
• Relocation – we offer a full package of documents for those who are ready to move to Montenegro, and we help with obtaining a residence permit;
• Prequel+ – premium access to the entire Prequel products.