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. We are looking for a Growth Marketing Lead to own how we acquire, retain and win back customers, profitably.
You will be accountable for our paid user acquisition budget and the return it generates, build our CRM and lifecycle program, and lead a team spanning paid UA and creative. This is a hands-on leadership role: you will set the growth strategy, then get into the detail to launch campaigns, read the data, and constantly iterate.
What you'll do- Own paid acquisition across Meta, Google, TikTok, Snapchat and app networks, with accountability for the paid UA budget, CAC, and payback
- Build and run CRM and lifecycle marketing: segmentation, onboarding, repeat purchase, cross-sell, win-back and re-engagement across push, email, SMS and WhatsApp
- Own app store optimisation and conversion from store to first purchase
- Allocate budget across channels, markets and titles based on unit economics, and reallocate as performance moves.
- Build one 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, and set the creative briefing and testing process
- Partner with market and title owners, Product and Data to turn commercial priorities into campaigns that ship
Requirements
- Experience: 6+ years in growth or performance marketing in gaming, e-commerce or consumer apps
- Paid UA and CRM: A track record of running both paid acquisition at scale and CRM/lifecycle programs, with results you can quantify (CAC, ROAS, retention, reactivation)
- Strategy to tactics: Comfortable setting a quarterly growth strategy and, in the same week, building audiences, writing briefs and launching campaigns yourself
- Analytical rigour: Fluent with MMPs (e.g. AppsFlyer, Adjust) and analytics tools; you design and read experiments and think in unit economics
- Creative judgement: You know what makes performance creative work and how to run a creative testing engine.
- Ownership: You thrive in a fast-moving, remote, growth-stage team and are energized by owning a number.
- 2+ years of experience managing a team
- Experience with D2C strategy at a gaming publisher, including webshop environments
- Experience in Africa, the Middle East, or other emerging markets
Benefits
What will it be like to work at Carry1st?
Carry1st is a fast-paced and dynamic place to work. Our team is diverse and global. At Carry1st, you will have the opportunity to…
- Own shares in the Company - enabling you to benefit from the value you create
Some additional perks…
- Awesome equipment: Get everything you need to work effectively
- Remote working allowance: Put an additional $600 / year to optimise your WFH experience
- Learning and development: Attend courses, conferences and training events
- Birthday leave: Enjoy a paid day off on your special day
We hire great people from a wide variety of backgrounds, not just because it's the right thing to do, but because it makes our company stronger. Join us!
Skills Required
- 6+ years of experience in growth or performance marketing in gaming, e-commerce, or consumer apps
- Experience running paid user acquisition at scale and CRM or lifecycle marketing programs
- Quantifiable results involving CAC, ROAS, retention, or reactivation
- Ability to set growth strategy while building audiences, writing briefs, and launching campaigns hands-on
- Fluency with mobile measurement partners such as AppsFlyer or Adjust and analytics tools
- Ability to design and interpret experiments and apply unit economics
- Performance creative judgment and experience operating a creative testing process
- Ability to lead in a fast-moving, remote, growth-stage environment and own performance outcomes
- 2+ years of team management experience
- Experience with direct-to-consumer strategy at a gaming publisher, including webshop environments
- Experience in Africa, the Middle East, or other emerging markets
What We Do
Carry1st is Africa’s leading publisher of mobile games and digital content. Operating at the intersection of games, publishing, and fintech, we scale awesome content in frontier markets by solving hard problems. Across our publishing and Pay1st business lines, we are partnered with top global game companies like Riot Games, Activision, and Supercell. We are backed by top investors like: a16z, Bitkraft, Google, Konvoy, Riot Games, Sony and Nas
