Senior Paid Acquisition Manager

Requirements

• 4+ years minimum hands‑on experience in paid acquisition, with significant exposure to Google Ads in a mobile/app‑first environment
• Proven experience managing large‑scale paid budgets and delivering measurable impact at scale
• Proven experience building and scaling mid‑funnel and retargeting campaigns on Google, driving incremental conversions through audience strategy, smart bidding, and full‑funnel optimisation
• Strong experience designing and interpreting incrementality or lift studies (e.g. geo hold‑out testing, incrementality measurement), with the ability to prove value beyond standard attribution
• Deep expertise in Google’s mobile ecosystem: App Campaigns (UAC), value‑based bidding, Demand Gen, Search, Performance Max, audience signals, automation, and privacy/SKAN impacts. You stay up to date with Google’s evolving features and quickly adopt new tactics
• Strong understanding of mobile attribution and MMP platforms (e.g. AppsFlyer, Adjust, Branch), and comfortable navigating discrepancies between platform‑reported and third‑party measurement
• Analytical mindset: comfortable working with large datasets, analysing funnel performance, cohort trends and LTV dynamics – ideally with experience using SQL or BI tools
• Test‑and‑learn operator: you design structured experimentation roadmaps, iterate quickly, and scale what works
• Strong collaboration & stakeholder skills: you’ll work across Growth, Product, Analytics, and Marketing and present to senior leadership, translating complex analysis into clear, strategic insights
• Comfortable operating in a fast‑moving environment, prioritising experiments, optimising rapidly, and managing ambiguity
• (Optional but highly desirable) Experience in fintech, subscription, or consumer app environments where paid acquisition is a key growth lever

What the job involves

• We’re looking for a Senior Google Ads Manager to lead our Google mobile growth channel across App Campaigns (UAC), Demand Gen, Search, YouTube, and Performance Max
• This is a hands‑on growth marketing role: you’ll own the Google strategy, execute campaigns, run rigorous tests, measure incrementality, and manage significant budgets
• You’ll partner closely with Creative, Analytics, Product, and Growth teams to ensure Cleo is maximising Google to acquire and activate users at scale – driving incremental, profitable growth
• Own the full‑funnel Google mobile acquisition channel: from campaign structure, signal strategy, and budget allocation to performance analysis and optimisation
• Manage large‑scale budgets across Google platforms, allocating spend efficiently to maximise incremental growth and long‑term LTV
• Develop and run rigorous incrementality testing frameworks to understand the true impact of Google spend, including geo hold‑outs, lift analysis, and validation against attribution models
• Optimise toward post‑install events and value‑based bidding strategies, ensuring signal quality and long‑term profitability
• Drive experimentation across creative, bidding strategies, audience signals, event optimisation, creative formats, and emerging Google features to push performance ahead of the curve
• Monitor and analyse performance in depth – not just surface metrics (e.g. CPA), but cohort behaviour, retention, LTV impact, contribution margin, and incremental value – using insights to iterate and scale
• Partner with cross‑functional teams (e.g. Analytics and Creative teams) to align on attribution frameworks, MMP measurement, audience strategy, and creative testing
• Establish a strong operating rhythm: dashboards, weekly/monthly deep dives, sprint‑style experiment planning, and performance reviews with stakeholders
• Continuously improve our Google acquisition operating model, testing frameworks, best practices, tooling, and knowledge sharing across the team

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