Customer Acquisition Specialist


Popsa is the publisher of your life stories, so the personalised products we create have huge emotional attachment. They are made for 50th birthday parties, to capture a new baby’s first year, or a fitting way to remember the holiday of a lifetime. Life’s great milestones, shared celebrations, but also the smaller moments in life.

We’re looking for an experienced customer acquisition specialist to join our team. This gives you an exciting opportunity to drive the strategy and execution of our marketing campaigns across a wide variety of channels, countries, audiences, products and occasions. We are looking for someone to join that has a passion for digital marketing and enjoys working at the intersection of creative storytelling and data to help accelerate our growth with focus on our European markets.

You will be a key member of the marketing team with your core responsibility to acquire customers cost-effectively. It is a highly analytical role, yet you will also work closely with the Creative team and be a key decision-maker on where to place our creative focus. You will regularly use the insights you gain from campaigns to deliver better outcomes.

You will have experience with Facebook, Google and other ad products, so will bring a core specialism to the team, yet you will be opened up to work across other channels.

What the job involves

  • Ownership of the new customer acquisition strategy, execution and management across some of our core markets.

  • Regular reporting to ensure we are in line with KPIs such as CAC, profit margins and lead efforts to improve conversion metrics.

  • Lead creative marketing projects for the markets you manage and cross-country initiatives that support other markets for localisation.

  • Working with creative and copy teams to propose and iterate on new ad/copy concepts that are thumb-stopping and high converting.

  • Form hypotheses and test these in a rigorous, scientific manner.

  • There will be a particular focus on UGC content, including Facebook branded content and Spark Ads on TikTok.

  • Work with external creative agencies to ensure the content pipeline is producing the creative we need and is having business impact.

  • Research latest creative trends across social platforms and ensure these ideas and concepts are shared with the wider team.

  • Define audience problems and brief content requirements across channels.

  • Share marketing campaign insights with the whole team at weekly marketing and growth meetings.

Experience & Skills

  • 4+ years experience in scaling paid mobile app campaigns for a mobile app.

  • Experience in managing multi-geo and multi-language campaigns across Facebook, Google, Apple Search Ads and other customer acquisition channels such as TikTok, Snap and Twitter.

  • Familiarity with different optimisation objectives such as app-event optimisation, value optimisation and campaign objectives unique to app, such as automated app ads.

  • Have worked in cross-functional working environments and have examples to show of collaborative working with creative and data analytics teams to consistently improve creative performance.

  • An understanding of the strengths and weaknesses of different content approaches across platforms and placements, as well as the latest trends.

  • Passionate follower of the performance marketing creative community online and confident in sharing new ad concepts and your rationale for these to the team.

  • Ability to handle multiple creative projects in parallel and maintain high standards.

  • Highly numerate and data-driven: Able to analyse data with ease, draw conclusions, build recommendations and implement them.

  • Experience using attribution technologies such as Branch, AppsFlyer or adjust for mobile campaigns.

  • Experience with analytics technologies such as Mixpanel or Amplitude for deriving insights from our customers behaviour in-app.

  • Has recent experience navigating the changes around iOS 14.5, SKAdNetwork and knows of the differences in attribution methods across platforms.

  • Intermediate to advanced skills in Google Sheets/Microsoft Excel.

  • Client-side experience is preferable, although agency-side experience will be considered as long as you are hands on, driven and results orientated.


  • Additional European language and understanding of local market culture and norms is a big plus.

  • Familiarity with BI tools such as Looker or Tableau.

  • Experience working on upper-funnel ad campaigns for driving brand metrics such as awareness and recall.

  • Experience with App store optimisation.

  • Knowledge of the best practices for designing high converting landing pages.

  • Experience with creative automation or creative research platforms.


If you're interested in this role we'd love to hear from you!

Send us an email with a covering letter as well as a CV and/or portfolio where appropriate.

We'll get back to you as soon as we can.

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