Director of User Acquisition, King
Unannounced Title
$120.6-223.1k
Unity
Appsflyer
Adjust
Senior and Expert level
Barcelona
London
Los Angeles
1-4 days a week in office
Mobile games developer
Posted today
Mobile games developer
1001+ employees
B2CGamingEntertainmentMobile
Posted today
$120.6-223.1k
Unity
Appsflyer
Adjust
Senior and Expert level
Barcelona
London
Los Angeles
1-4 days a week in office
1001+ employees
B2CGamingEntertainmentMobile
Company mission
At King, we’re Making the World Playful. Heard of Candy Crush? We’re the creators behind it. But we aren’t just crushing it with candies, we’re also behind Farm Heroes, Bubble Witch, Pet Rescue and loads of other sweet games.
Role
Who you are
- The ideal candidate has high volume and profitable performance marketing experience for a broadly played title at a leading studio or publisher
- They have demonstrated ability to lead and align strategy across all performance marketing functions including game positioning, creative, analytics, ASO, data science, media buying, and engineering
- They are hungry to keep developing their knowledge and testing new ways to scale their impact amidst a dynamic and ever-evolving media environment
- This position requires an expert in User Acquisition who is entrepreneurial and constantly looking to push the envelope with cutting edge approaches to driving profitable game discovery at scale
- 8+ years of experience in User Acquisition or Performance Marketing for a top downloaded game, with a leading game studio, developer or publisher
- Experience managing large scale Performance Marketing programs, across multiple geographies, with profitable results
- Demonstrated results managing sizable marketing investments and aligning large cross- functional teams
- Strong experience leading performance marketing across all stages of a product’s lifecycle, from announce, pre-launch, launch, and large-scale growth
- Expert knowledge of established and emerging performance marketing platforms, as well as how these should be leveraged to drive game discovery volume at scale
- Knowledge of creative strategy, testing and optimization methodologies required for all major performance media platforms
- Knowledge of mobile attribution methods and platforms (e.g., AppsFlyer, Adjust, etc.). Deep knowledge of paid mobile ad media channels (e.g., Facebook Ad Manager, Google UAC, TikTok, AppLovin, Unity, etc.)
- Strong knowledge of the privacy environment on mobile, as well as the measurement frameworks available from Apple and Google
- Success delivering business results, innovative creative, and delighting playing communities
- Understanding of ATL (above-the-line) ad media campaigns and their role in driving 'top of funnel' user interest in conjunction with user acquisition campaigns is a plus
- Experience collaborating within a large organization, driving creative work with multiple internal departments and 3rd party agencies/ partners
- Passion for games and cutting-edge games marketing
- Experience managing direct reports and working with 3rd party agencies – inspiring and empowering leader of teammates they directly and indirectly manage
- Ability to effectively engage, motivate, and influence internal/external stakeholders and all levels the company with exceptional skills in preparing and presenting materials across varying audiences
- Bachelor’s degree in communications, journalism, public relations, marketing or equivalent field
What the job involves
- We are seeking a candidate who will lead the release and growth of an innovative new title that will redefine its genre and captivate players globally
- As the Director, Head of User Acquisition for an unannounced title, you will be the driving force for building and optimizing a large scale, global performance marketing program
- You will have the opportunity to architect and drive the program from its inception – from beta and soft launch, launch, and rapid growth
- This role will have a thought leadership position inside the organization, playing a key part in building a thriving player base and business for the new game
- They will lead and drive critical work to enable the game to be discovered and played by a massive audience base by passionate fans all over the world
- Lead overall User Acquisition/Performance Marketing for a new title, from pre-launch, to launch, to growth at a massive scale
- Own User Acquisition strategy development, execution, and scaling for the title that establishes it as a broadly played hit enjoyed by players all over the world
- Lead pre-launch marketability testing to fine-tune Performance Marketing and set up the program for high volume and high profitability for launch and beyond
- Lead creative strategy, partnering with internal teams and agencies to develop creative approaches that compel players to try the game
- Work with internal buying teams and agencies to test and scale media across a broad range of performance media channels
- Partner with analytics and data science to develop and improve revenue prediction models, key performance indicators measurement
- Partner with finance to align on a profitability model and reporting cadence that allows investment to scale along with demonstrated program performance
- Be the marketing leader that aligns stakeholders at all levels of the organization, including company senior leadership
- Analyze player KPIs and business results to inform strategies, drive agile iteration of plans, and double down/scale back on initiatives to grow impact
Our take
Gaming is one of the world’s fastest-growing industries, but many still view gaming as inconvenient, inaccessible, or niche. King solves that problem by designing mobile games with broad market appeal.
Since its launch, King has released more than 200 titles in 14 languages, including Candy Crush, Farm Heroes, Bubble Witch, Pet Rescue, and more. The company pioneered in-game spending, which allows it to monetize user interactions without charging them to buy the game. Titles such as Candy Crush are designed to be highly accessible to demographics that wouldn’t usually define themselves as “gamers”, including older users. King now boasts more than 200 million monthly active users, making it a clear market leader.
In 2016, King was bought by gaming giant Activision Blizzard, which has since been purchased by Microsoft. While the company still operates with a high degree of independence, it has greatly profited from the financial and marketing support of its parent corporation. This support has been instrumental in enabling King to maintain its competitiveness in the constantly evolving mobile gaming industry.
Steph
Company Specialist at Welcome to the Jungle
Insights
Top investors
Company
Employee endorsements
Focus on employee wellbeing
"There is an amazing worklife balance that the company puts an emphasis on. On top of that there are amazing benefits to take part in, for example in..."
Funding (2 rounds)
Sep 2005
$43m
SERIES A
Jun 2005
$41m
EARLY VC
Total funding: $84m
Company benefits
- ❤️ Reimbursements for both physical and mental health-related activities 🇺🇸
- 📚 Dedicated learning & development resources including LEAP and other leadership coaching 🇺🇸
- 🌴 Generous paid holidays and vacation time, paid sick time, and compassionate, bereavement and parental leaves 🇺🇸
- ⌚ A Team First, Hybrid Working approach allows working patterns to be based on the needs of the team 🇺🇸
- 🏥 401(k) Plan with company match, medical, dental, and vision coverage options, and more 🇺🇸
- 🏳️🌈 Four employee-led diversity-focused networks and other community groups that raise awareness 🇺🇸
- 🏅 Community Day, charity donation matching, free and discounted Activision Blizzard games, and our Royal Recognition Awards rewarding commitment of long-serving Kingsters 🇺🇸
- 📚 Voluntary benefits including tuition reimbursement, group discounts for legal services, ID protection, home and rental insurance, and others 🇺🇸
- 🏥 Private medical, dental, critical illness and pension plans 🇬🇧
- 🌴 Generous paid holidays, with additional time off close down between 25th December and the New Year 🇬🇧
- 🥯 Next-level offices that provide numerous creative spaces as well as free breakfast, snacks, and drinks 🇬🇧
- 🎒 Exclusive, free goodies 🇬🇧
- 🏳️🌈 Four employee-led diversity-focused networks and other community groups that raise awareness 🇬🇧
- ❤️ Reimbursements for both physical and mental health-related activities. Some offices also have their own onsite gyms. 🇬🇧
- 🏅 Community Day, charity donation matching, free and discounted Activision Blizzard games, and our Royal Recognition Awards rewarding commitment of long-serving Kingsters 🇬🇧
- 🏥 Private medical, dental, critical illness and pension plans 🇪🇺
- 🌴 Generous paid holidays, with additional time off close down between 25th December and the New Year 🇪🇺
- 🥯 Next-level offices that provide numerous creative spaces as well as free breakfast, snacks, and drinks 🇪🇺
- 🎒 Exclusive, free goodies 🇪🇺
- 🏳️🌈 Four employee-led diversity-focused networks and other community groups that raise awareness 🇪🇺
- ❤️ Reimbursements for both physical and mental health-related activities. Some offices also have their own onsite gyms. 🇪🇺
- 🏅 Community Day, charity donation matching, free and discounted Activision Blizzard games, and our Royal Recognition Awards rewarding commitment of long-serving Kingsters 🇪🇺
Company values
- Fun & Friendly 🧡 We create an inclusive environment where everyone can belong. We build trust, we're supportive and demanding in everything we do, and we're not afraid to have fun along the way
- Care & Craft 🤗 We put our heart and soul into everything we do - and we do it for our players. It takes all Kingsters, contributing in different ways, to craft and operate brilliant mass-appeal games
- Humble & Open 📖 We treat each other as equals. We seek and give feedback, we listen, we learn, and we're honest with ourselves and others
- Fast & Fluid ⏩ We are responsive and embrace change. We take smart risks, are always ready to dust ourselves off, learn fast, and try again
- Creative Champions 🏅 We are curious about our players and we drive innovation in big and small ways to delight them every day. We boldly seek new ways of thinking to unleash creativity
- Passion & Performance 📈 Our passion guides us to set ambitious goals for ourselves and each other. We hold each other accountable, see things through, and contribute to our sustainable growth
Company HQ
Soho, London, UK
Articles
Leadership
Tjodolf Sommestad
(President )President from February 2022. Previously served as King’s Chief Development Officer.
People progressing
Leading a data science team responsible for supporting performance marketing to make informed decisions with data
Joined as Senior Developer. Promoted to Engineering Manager after 2 years and is now leading two engineering teams in the Telemetry & Streaming domain.
Diversity, Equity & Inclusion at King
Vikki Leach (Senior Director, DE&I)
- A great saga needs all sorts of heroes. At King, we share a passion for making the world playful. To achieve this, it takes people with different skills, experiences, and world views to work together.
- There’s no such thing as a typical gamer. That’s why we embrace and celebrate what makes us different rather than what makes us the same
- Our Employee Networks help us to stay connected as individuals and as a company; Kaleidoscope (ethnic, cultural, and national diversity), Royal Unicorns (LGBTQIA+), Women@King (crushing bias and equal opportunities) and CAN (collective abilities).
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