Performance Marketing Lead (User Acquisition)

About the role

BJAK, the leading insurance platform in Southeast Asia, is hiring a Performance Marketing Lead (User Acquisition). You will plan, manage and optimise paid user acquisition campaigns across Meta, Google, TikTok, AppLovin and other relevant channels, and scale them across markets to meet profitability targets.

Key responsibilities

• Plan, manage and optimise paid user acquisition campaigns across Meta, Google, TikTok, AppLovin and other channels
• Manage advertising budgets and allocate spend based on customer acquisition cost, ROAS, lifetime value and payback period
• Analyse campaign performance, conversion funnels and user cohorts to improve acquisition efficiency and profitability
• Run structured experiments across audiences, bidding, landing pages and creatives
• Work with creative teams to test ad concepts, messaging and formats, using performance data to guide production
• Measure acquisition performance using attribution tools, cohort analysis and incrementality testing
• Develop acquisition plans across markets and scale campaigns that meet profitability targets

Required profile

• 5+ years of experience in performance marketing or user acquisition, preferably in mobile gaming or consumer mobile apps
• Proven hands-on experience managing paid campaigns across Meta, Google, TikTok or AppLovin
• Experience managing substantial advertising budgets and scaling campaigns while meeting acquisition cost and profitability targets
• Track record of personally managing and optimising acquisition campaigns, beyond agency coordination or strategy development

Required skills

• Understanding of CAC, ROAS, LTV, cohort analysis, attribution and payback periods
• Experience using mobile measurement platforms such as AppsFlyer or Adjust
• Running creative tests, analysing results and improving campaign performance
• Ability to analyse campaign and user-level data, identify performance issues and make budget allocation decisions

Nice to have: experience scaling user acquisition at a mobile gaming company, managing paid acquisition across multiple countries or markets, and experience with incrementality testing, marketing mix modelling or advanced attribution methods; experience acquiring customers for fintech, insurance or other financial products.