USER ACQUISITION LEAD

WHO WE ARE

At Macadam, we've built an app that rewards people for walking. With over 16 million users across France, Spain, and Italy, we help people turn their daily steps into real rewards - cash, prizes, and partner offers - while building healthier habits.

Our product sits at the intersection of gamification, lifestyle, and wellbeing. We're profitable, growing fast, and investing heavily in what comes next: a deeper game layer, new monetisation models, and new acquisition channels launching over the coming quarters. The person in this role will be at the centre of that growth.

THE ROLE

You will own paid user acquisition at Macadam day to day:planning, optimisation, measurement, and creative testing.

This is a hands-on operator role managing significant budgets with clear ROAS targets. You'll work alongside our existing UA Manager and closely with our creative, data, and product teams, and you'll have real autonomy to move fast, test, and drive our DAU growth.

We're looking for someone who is curious about what's next. Someone who keeps a close eye on how people discover apps, enjoys testing new ideas, and can spot opportunities early. Whether that's new ad networks, organic growth, AI-driven campaign automation, or emerging channels, you'll play a central role in shaping how Macadam grows.

WHAT YOU WILL DO

Own the full media mix: Meta, TikTok, Apple Search Ads, Google Ads, AppLovin, plus SDK and vertical ad networks ,apps with first-party inventory, like Citymapper

Manage monthly budgets with clear profitability targets.

Own acquisition performance analysis at the network, campaign, creative, and geo level - optimising toward retention and LTV-based targets, not installs

Turn performance data into testable creative hypotheses, and brief our in-house creative team with sharp, actionable briefs

Grow our affiliate and CPA channels: payout models, publisher recruitment, tracking, ongoing management

Explore growth levers beyond paid: ASO, organic and search discovery, referral working with the wider growth team

Optimise and improve our existing campaign management, creative, and AI tools and share what works with the rest of the team

Build and maintain strong relationships with our ad network and platform partners

Collaborate closely with Creative, Product, Data, and Monetisation to drive growth as one team

WHO YOU ARE

3–6 years of hands-on experience in mobile user acquisition

Deep expertise across major platforms like Meta, TikTok, and AppLovin, as well as SDK ad networks and rewarded ad networks

Experience across both gaming and non-gaming app ( health, wellness). You understand the nuances around how performance campaigns and creatives differ

Experience with IAP-driven UA, you know what changes about campaign strategy and network optimisation for IAP campaigns

CPA and affiliate channel experience tracking setup, publisher relationships, payout economics

Strong creative mind: you come up with original angles, write briefs a creative team can execute against, and iterate based on data or identifying up and coming social media trends.

Highly analytical and fluent with MMP and BI tools; able to turn insights into action fast

You use AI already as part of day-to-day tasks: you use it to automate repetitive parts of your job and actively look for the next thing to automate

Not a yes-person. If your manager is wrong, say so. If a process is broken, flag it. Direct, honest feedback in both directions is how we get things done

Fluent English, written and spoken

BONUS POINTS IF:

You've scaled growth marketing for subscription based mobile apps

You've run web-to-app campaigns: landing page optimisation, tracking, funnel testing

You've run influencer marketing campaigns: sourcing creators, structuring deals, measuring performance

WHAT'S IN IT FOR YOU

Real ownership: a senior seat reporting directly to the Chief Growth Officer, with direct impact on company trajectory

Significant and growing UA budgets across multiple live channels

A profitable, fast-moving company that makes decisions based on data, not consensus

Competitive salary + performance-based bonus

Meal voucher

Wellness allowance (Urban Sports)

Private healthcare (Alan)

Hybrid working with international flexibility - offices in Paris and Barcelona

4 Macadam holiday days

Friday team lunch

Company events and offsites

WHY MACADAM?

We don't just talk about change - we walk it.

Our principles:

Make it happen - take ownership, drive outcomes that matter.

Build together, win together - support and challenge each other to go further.

Trust the data - decide clearly, act confidently, measure what counts.

Build for people - design with empathy, simplicity, real humans in mind.

Think bigger - set the bar high, push boundaries, imagine better ways.

Come walk with us. Join the movement and become part of something meaningful.

HOW TO APPLY

Send your CV along with a short note - 3 to 4 sentences - describing the best-performing UA campaign you've personally run: which channel, what you tested, and what the results were.

We recognise that not everyone will meet every requirement. If you're excited about this role and feel you could add value, we'd love to hear from you.