Head of Performance Marketing

About FIRY We build companies that help people create, compete, and grow. FIRY (NYSE: FIRY) is a founder-led global holding company built to fuel business potential. Founded in 2012 by entrepreneur Andrew Paradise, FIRY began by inventing an entirely new category: real-money skill-based mobile gaming. What started as a single bold idea became Skillz, a platform with more than 90 million registered users and one of the largest sources of first-party behavioral data in gaming. Today, FIRY is building something much bigger. We’re creating a portfolio of category-defining businesses operating at the intersection of AI, identity, gaming, commerce, and performance marketing. Each business is successful on its own. Together, they create a flywheel of technology, data, and distribution that’s difficult to replicate. Skillz: The competition platform that pioneered real-money skill-based gaming and continues to power millions of competitive experiences while generating unique behavioral insights. RZR: Our AI-native performance advertising platform, rebuilt from first principles and profitable for three consecutive quarters, helping brands acquire customers more intelligently. Beamable: The infrastructure powering the next generation of live games, giving developers everything they need to build, operate, and scale online experiences. FIRY is publicly traded on the NYSE and headquartered in Las Vegas, with hubs in San Francisco, New York City, and Bengaluru. We’re still early. We’re looking for builders who want to create products that define industries—not simply compete in them. About the Role This role directly owns Skillz’s most scalable revenue growth lever: paid user acquisition and reengagement across a multi-million dollar ad budget. You’ll drive top-of-funnel volume by acquiring high-LTV, high-intent players across Meta, Google, TikTok, programmatic, and SDK networks — converting ad spend into depositing, retained users. Revenue impact is direct and measurable: improving ROAS, reducing CAC, and increasing D30 retention translates immediately into higher net revenue per cohort and shorter payback periods. For an RMG business, even a 10% lift in payor conversion or deposit retention compounds significantly across cohorts. You’ll also reduce revenue leakage through rigorous compliance with app store and ad network policies. You’ll work cross-functionally with Data Science, Creative, Product, and LiveOps — and lead a team of UA managers in a culture built on rapid experimentation and data-driven decision-making. Responsibilities Growth Strategy & Budget Ownership: Own and optimize paid UA and reengagement strategy across Meta, Google, TikTok, programmatic, and SDK networks. Continuously improve ROAS, CAC, payback periods, and overall marketing efficiency while managing multi-million dollar annual budgets. RMG Compliance & Platform Navigation: Maintain strict compliance with Apple App Store, Google Play Store, and major ad network policies for RMG products. Oversee state-by-state frameworks including age-gating and geofencing protocols across the US, mitigating regulatory and market-access risk. Team Leadership: Lead, mentor, and scale a high-performing growth marketing team. Foster a culture of rapid experimentation, data transparency, and creative excellence. Data & Analytics: Analyze acquisition and retention metrics — deposit conversion, D30 retention, LTV, cohort profitability, and attribution data — to identify growth opportunities. Partner with Data Science on MMP integration and build predictive models for high-value user behavior including payor conversion and deposit retention. Creative Innovation: Lead creative testing and optimization in partnership with the creative studio. Develop, test, and scale high-performing ad concepts across video and static formats. Drive creative pipeline decisions using rigorous performance data. Product & LiveOps Alignment: Coordinate UA campaigns with in-game LiveOps events, feature launches, and economy changes to improve D1–D30 retention and deposit frequency. Serve as a key cross-functional partner across Product, Analytics, Creative, and CRM/Lifecycle teams Key Competencies Performance Marketing Expertise: Deep knowledge of paid acquisition channels, campaign optimization, bidding strategies, audience targeting, and scaling profitable user growth. Data-Driven Decision Making: Ability to interpret complex performance data, attribution models, cohort analyses, and funnel metrics to drive measurable business outcomes. Financial & Commercial Acumen: Strong grasp of ROAS, CAC, LTV, payback periods, deposit conversion economics, and revenue forecasting. Strategic Leadership: Develops long-term growth strategies while balancing short-term performance targets and cross-functional priorities. Experimentation Mindset: Designs, executes, and scales testing frameworks across creative, audience, bidding, and retention initiatives Experience Experience: 8–12+ years in performance marketing, growth marketing, or user acquisition with increasing leadership responsibility. Budget Management: Proven experience managing multi-million dollar budgets across Meta, Google, TikTok, programmatic, and mobile ad networks. Track Record: Measurable improvements in ROAS, CAC, LTV, retention, and payback periods. Industry Background: UA leadership for mobile apps, gaming, consumer technology, fintech, RMG, or other performance-driven digital businesses. Attribution Mastery: Deep expertise in mobile attribution platforms (AppsFlyer, Kochava, etc…) and modern measurement frameworks. Retargeting: Sophisticated retargeting and reengagement campaign execution across major platforms and ad networks. Analytics: Cohort performance analysis, retention trends, conversion funnels, and player/customer LTV modeling. Cross-Functional Leadership: Demonstrated success managing partnerships with Product, Analytics, Creative, CRM, and LiveOps teams. Technical Proficiency: Proficiency in SQL and BI tools (Tableau, Looker); fluency in CAC, LTV, payback periods, and cohort analysis. Partner Relations: Strong track record building and maintaining strategic relationships with ad networks, MMPs, and competitive intelligence vendors (e.g., Sensor Tower). Compliance: Familiarity with app store policies, ad platform compliance requirements, and regulated marketing environments. Education: Bachelor’s degree in Marketing, Business, Economics, Analytics, or a related field; MBA or advanced degree preferred. Total Starting Compensation including Base + Bonus + Equity: $329,362 Location: Hybrid in San Francisco, CA Travel Requirement: Less than 10% Join Skillz and Let's Redefine the Boundaries of Gaming! Together, we'll create a world where skill, passion, and innovation thrive. We look forward to having you on board! #LI-Onsite #LI-