User Acquisition Lead (Setapp)

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 a marketing-first validation approach: 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 targeted 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 funnel using high-impact mechanics

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, ROMI, 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.
Scale existing acquisition channels and look 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.