Performance Marketing Manager / Paid Media

Job Description We’re looking for a data-driven and performance-focused Performance Marketing Manager to own and scale Lucky Hands’ paid acquisition across web and mobile app channels. You’ll manage campaigns across Meta, TikTok, Google, Apple Search Ads, and other performance platforms, while testing audiences, creatives, offers, and campaign strategies to improve acquisition efficiency and player value. This is an ideal role for someone with experience buying media for consumer brands or mobile apps, understands app attribution and post-install optimization, and enjoys using data and creative testing to find scalable growth opportunities. Core Responsibilities Campaign Management Plan, launch, manage, and optimize paid media campaigns across Meta, TikTok, Google, Apple Search Ads, and other acquisition channels. Manage both web and mobile app acquisition campaigns. Manage campaign budgets, pacing, bidding, audiences, placements, and optimization events. Monitor campaign performance and make ongoing adjustments to improve results. Maintain organized campaign, ad set, audience, and creative structures. Mobile App Acquisition Manage paid user acquisition campaigns focused on app installs, registrations, first purchases, and downstream player value. Understand mobile attribution, app install tracking, deep linking, and post-install conversion measurement. Optimize campaigns based on post-install behavior rather than installs alone. Work with Product and Data teams to ensure app events and attribution are properly tracked. Understand differences between iOS and Android acquisition, including privacy and attribution limitations. Support launch planning and paid acquisition strategy for the Lucky Hands mobile app. Creative Testing Develop and manage a structured creative testing process. Test creative concepts, formats, hooks, copy, offers, and audiences. Identify winning creatives and scale successful concepts. Provide the creative team with clear performance feedback and recommendations for new concepts. Maintain visibility into active, testing, winning, and retired creatives. Performance & Optimization Monitor CAC, ROAS, CPI, CPA, conversion rates, purchase behavior, and other acquisition KPIs. Analyze performance by campaign, audience, creative, placement, operating system, and channel. Identify opportunities to improve acquisition efficiency and scale spend. Evaluate acquisition performance alongside player retention, revenue, and LTV. Investigate performance changes and recommend corrective actions. Reporting & Insights Maintain accurate paid media reporting and performance dashboards. Provide regular updates on spend, performance, testing, and key learnings. Document campaign tests and results to build an internal knowledge base. Monitor platform changes, competitor advertising, and performance marketing trends. Cross-Functional Collaboration Work closely with Growth, Marketing, Creative, Product, and Data teams. Translate campaign performance into actionable creative requests. Coordinate paid media campaigns with promotions, app releases, product launches, and marketing initiatives. Ensure acquisition strategies align with broader company growth and retention goals. Key Outcomes Success in this role means: Efficient and scalable customer acquisition across web and mobile app. Consistent improvement in CAC and ROAS. Strong app install-to-purchase conversion. Strong creative testing velocity. Clear identification and scaling of winning campaigns and creatives. Paid acquisition that produces valuable, retained players rather than simply registrations or installs. Accurate reporting and clear visibility into where advertising dollars are being spent and what they are producing. Qualifications 1–3+ years managing paid media for D2C, mobile apps, gaming, entertainment, or similar consumer businesses. Strong experience with Meta Ads Manager; TikTok, Google Ads, and Apple Search Ads experience preferred. Experience managing mobile app user acquisition campaigns. Familiarity with mobile measurement platforms such as AppsFlyer, Adjust, or similar tools. Understanding of SKAdNetwork, iOS privacy changes, app attribution, deep linking, and post-install event tracking. Strong understanding of campaign structure, targeting, bidding, attribution, and conversion optimization. Experience running structured creative and audience testing. Comfortable managing meaningful advertising budgets and making independent optimization decisions. Strong analytical skills and ability to turn performance data into actions. Strong communication and cross-functional collaboration skills. High level of ownership, organization, and accountability. Core KPIs Customer Acquisition Cost (CAC) Return on Ad Spend (ROAS) Cost per Install (CPI) Cost per First Purchase Install-to-Registration Rate Install-to-Purchase Rate LTV Creative Testing Velocity Revenue Retention Winning Creative Rate Paid Media Revenue Retention and LTV by Acquisition Source App vs. Web Acquisition Performance Why Join Lucky Hands Work with a fast-growing brand in a high-impact industry Collaborate with a small, creative, and motivated team Have a direct impact on how millions of players engage with our platform. Flexible remote structure with ownership over your work Clear opportunities for growth into senior roles in community, content, or brand marketing.