User Acquisition Manager (Digital Gaming)

About the role

Mattel Games Studios is seeking an analytical and results-driven Performance Marketing Manager to join our growing mobile marketing team. In this role, you will be responsible for acquiring high-quality users across our diverse portfolio of mobile games. You will leverage your deep expertise in performance marketing, campaign optimization, and ASO to develop and execute robust growth plans. As a core member of the growth team, you'll collaborate closely with creative and analytics specialists, managing substantial budgets to deliver impactful results and drive global expansion for Mattel's iconic brands. What Your Impact Will Be: Plan, execute, and optimize multi-channel UA and retargeting campaigns across Meta, Google UAC, TikTok, Apple Search Ads, DSPs, and emerging channels like CTV and influencer partnerships. Manage multi-million-dollar monthly budgets, collaborating with Marketing Analytics on strategic allocation to maximize profitable growth and LTV/ROAS targets. Design and execute A/B and multivariate tests on audiences, bids, and funnels, translating results into scalable performance gains. Partner with creative teams to develop, test, and scale high-performing static, video, UGC, and experimental formats informed by performance insights. Increase app store visibility and conversion through keyword optimization and asset A/B testing (icons, screenshots, videos) using Sensor Tower and Data.ai. Analyze and interpret attribution data from MMP (Singular) and privacy-first frameworks to guide strategic decisions. Collaborate with product, live-ops, monetization, and analytics teams to align UA and re-engagement with in-game events, content releases, and monetization goals. Build and maintain strategic relationships with platform reps, network partners, and agencies to secure betas, negotiate deals, and explore new traffic sources. Continuously monitor trends in UA, growth marketing, and competitor strategies to proactively test and scale new channels and formats.

Requirements

• 3-5 years of experience managing UA and retargeting campaigns for mobile F2P games, with a proven track record of delivering profitable growth.
• Demonstrated expertise in multi-channel media buying across major advertising platforms (Meta, Google UAC, Apple Search Ads, TikTok, DSPs, mobile ad networks).
• Proven ability to manage and strategically allocate multi-million-dollar monthly budgets to maximize LTV and achieve ROAS targets.
• In-depth knowledge of App Store Optimization (ASO), including keyword strategy, metadata refinement, creative A/B testing, and conversion rate optimization.
• Hands-on experience working within privacy-centric frameworks (SKAdNetwork, Privacy Sandbox) and leveraging MMP data (Singular, AppsFlyer, Adjust) to measure and optimize performance.
• Highly iterative marketer with a data-driven, "test-and-learn" mindset, comfortable operating in fast-moving, ambiguous environments.
• Exceptional communication and collaboration skills, with the ability to clearly present data-driven insights and strategies to cross-functional teams and executives.
• Bachelor's degree in Marketing, Economics, Business, Analytics, or a related field (or equivalent experience).
• Experience with AdMon is a plus.
• The annual base salary range for this position is between $91,000 and $135,200
• How We Work:
• We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:
• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at th

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