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Carry1st Shop is a direct-to-consumer storefront for in-game currency and digital goods across Africa and the Middle East, selling titles such as Call of Duty: Mobile, PUBG Mobile and Free Fire. You will own how the company acquires, retains, and wins back customers profitably.
In this hands-on leadership role, you will be accountable for the paid user acquisition budget and its return, build the CRM and lifecycle program, and lead a team spanning paid UA and creative specialists. You will set the growth strategy, then execute at detail level—launching campaigns, reading data, and iterating constantly.
Key responsibilities include:
- Own paid acquisition across Meta, Google, TikTok, Snapchat and app networks, with accountability for paid UA budget, CAC, and payback period
- Build and run CRM and lifecycle marketing programs: segmentation, onboarding, repeat purchase, cross-sell, win-back and re-engagement across push, email, SMS and WhatsApp
- Own app store optimization and conversion from store to first purchase
- Allocate budget across channels, markets and titles based on unit economics, and reallocate as performance shifts
- Build a single trusted view of acquisition and lifecycle performance with the Data Team, including attribution and incrementality testing
- Run a high-tempo testing program across channels, audiences, offers and creative
- Lead and develop a team of paid UA and creative specialists; set the creative briefing and testing process
- Partner with market and title owners, Product and Data to turn commercial priorities into campaigns
Requirements:
- 6+ years in growth or performance marketing in gaming, e-commerce or consumer apps
- Track record of running both paid acquisition at scale and CRM/lifecycle programs, with quantifiable results (CAC, ROAS, retention, reactivation)
- Ability to set quarterly growth strategy and execute tactically in the same week—building audiences, writing briefs, launching campaigns
- Fluency with MMPs (e.g. AppsFlyer, Adjust) and analytics tools; ability to design and read experiments and think in unit economics
- Strong creative judgment; understanding of what drives performance creative and how to run a creative testing engine
- Ownership mindset; thrive in fast-moving, remote, growth-stage environments and energized by owning a metric
Preferred qualifications:
- 2+ years managing a team
- Experience with D2C strategy at a gaming publisher, including webshop environments
- Experience in Africa, the Middle East, or other emerging markets
