User Acquisition Lead

We’re looking for a User Acquisition Lead to spearhead performance marketing for Setapp—MacPaw’s curated platform that provides access to a premium ecosystem of vetted tools for macOS, iOS, and the web.

Setapp is currently evolving from its subscription model into a comprehensive software marketplace, expanding how users discover and license individual apps. To guide this transformation, we use insights from market research and validate the business model: running fast paid traffic experiments and checking unit economics firsthand.

In this role, you will take full ownership of our global paid acquisition strategy, optimize media budgets, and lead a dedicated team of performance and creative specialists.

Your primary focus areas will include:

• Driving rapid validation testing via paid traffic to uncover new product economics.
• Generating and testing high-converting hypotheses for digital funnels and landing pages. 
• Designing global media plans and selecting the optimal paid channel mix.
• Optimizing the conversion rates throughout the funnel

In this role, you will:

• Conduct audits and optimize the user acquisition funnel, prioritizing high-impact improvements.
• Evaluate existing marketing reporting systems and implement enhancements to ensure real-time, actionable insights on key growth metrics.
• Generate ideas, launch and test hypotheses, analyze results, and define next steps to improve performance.
• Monitor and analyze campaign performance using key metrics (CPA, CAC, LTV, CTR, CR, etc.). 
• Collaborate with cross-functional teams, including a product manager, copywriter, marketing designers, and analysts, to deliver high-performing ad creatives and landing pages. 
• Provide regular performance reports, identify trends, and share optimization insights. 
• Own the whole user acquisition strategy - from scaling existing acquisition channels to looking for expansion opportunities.
• Lead, mentor, and structure a high-performing growth marketing team.

Skills you’ll need to bring:

• 5+ years of experience in user acquisition/performance marketing, with a strong focus on B2C SaaS or E-commerce Marketplaces in Tier-1 markets.
• Successful track record of launching and managing Google and Meta Ads campaigns in a metrics-driven environment.
• Proven track record of effectively managing big marketing budgets.
• Experience in managing teams with 3+ people. 
• Proven track record of effectively optimizing performance metrics (CPA, CAC, ROMI, etc.) to meet business objectives. 
• Experience with conversion rate optimization and funnel analysis. 
• Strong analytical skills (ability to find cause-and-effect relationships, prioritization) and experience conducting A/B tests. 
• Hands-on experience with advanced marketing analytics tools (e.g., Google Analytics, Looker Studio, Tableau, etc.).
• Ability to think creatively and develop innovative strategies to attract new users. 
• Results-oriented mindset with a high level of autonomy and responsibility. •
• Ability to stay up to date with industry trends and continuously look for growth opportunities. 
• Knowledge of key e-commerce mechanics. 
• At least an Upper-Intermediate (B2) level of English.

Nice-to-have skills: 

• Experience in new market expansion (specific GEO or Tier 2).
• Experience in AI automating and optimizing routine tasks.