Head of Growth Marketing – Xsolla Ads

Xsolla is a global commerce company focused on the video game industry, and they are seeking a Head of Growth Marketing for their Xsolla Ads division. The role involves driving user acquisition for a new B2C loyalty app and supporting growth initiatives for the B2B business, requiring strong analytical skills and expertise in performance marketing.

Responsibilities:

• Own and scale performance acquisition across Meta, Google UAC, TikTok, Reddit, ad networks, programmatic, and emerging channels — driving installs, verified registrations, and high-value engagement while continuously improving CAC, retention, and LTV through structured experimentation
• Build and activate alternative paid and non-paid growth engines — including influencer and creator partnerships, app store search ads, referral and viral loops, community programs, and experimental organic channels — to unlock scalable, cost-efficient acquisition beyond paid media
• Develop and manage an always-on campaign strategy with a primary focus on Android as the app's launch platform, with strong fluency in Google UAC, Google Privacy Sandbox, and Android-specific attribution; iOS and mobile web experience a plus as we expand cross-platform
• Build and iterate on creative testing frameworks, partnering with creative stakeholders to continuously improve ad performance
• Own audience strategy — including segmentation, targeting, lookalikes, and retargeting — optimizing toward downstream engagement and retention metrics, not just installs
• Manage budgets with rigor, allocating spend efficiently across channels and adjusting in real time based on performance signals
• Own the analytics and reporting cadence for UA performance, delivering clear, actionable insights to leadership and cross-functional partners
• Work closely with the B2C app team on lifecycle touchpoints that complement paid acquisition, including onboarding flows and retention hooks
• Lead paid social campaigns (LinkedIn, Meta, and others) targeting game studios, publishers, and ad tech partners on behalf of the Xsolla Ads B2B business
• Drive content and campaign execution across the funnel — including email campaigns, social posts, and landing page copy — to generate awareness and qualified leads
• Maintain campaign calendars and track performance metrics, surfacing trends and optimization opportunities to the VP of Marketing
• Coordinate with the central Xsolla marketing team to ensure Ads division campaigns stay consistent with brand standards and broader GTM strategy

Requirements:

• 7–8 years of experience in growth marketing, paid UA, or performance marketing for consumer apps, with a proven track record of owning campaigns end to end — not just supporting them
• Deep experience running paid UA across multiple channels and platforms, with strong fluency in the Android ecosystem
• Solid understanding of mobile attribution tools such as Adjust, AppsFlyer, or similar platforms, and familiarity with platform-specific measurement nuances
• Strong analytical mindset — comfortable in dashboards, fluent with data, and able to translate numbers into a clear story and action plan
• Excellent written communication skills with the ability to adapt voice across performance briefs, stakeholder reports, and campaign concepts
• Highly organized and self-directed — able to manage multiple workstreams without things slipping through the cracks
• Collaborative team player comfortable interfacing with product, creative, B2C, and sales stakeholders across a matrixed organization
• Experience with both non-gaming consumer apps and mobile games strongly preferred
• iOS and mobile web UA experience as the app scales cross-platform
• Familiarity with ad tech platforms and the programmatic landscape
• Background in B2B growth marketing or GTM strategy