ACQUISITION LEAD JOB DESCRIPTION

An Acquisition Lead without a clear measurement framework is just a spend coordinator. When nobody owns the connection between paid channel investment and qualified pipeline, ad budgets inflate, lead quality erodes, and the sales team loses confidence in marketing as a revenue partner. The Acquisition Lead in digital marketing owns that accountability: defining the channel mix, setting KPI targets per campaign, and translating funnel data into investment decisions that leadership can act on. This is a senior individual contributor or lead role that reports into growth or marketing leadership and coordinates directly with Sales, Creative, and channel agencies.

What employers mean by the lead-level scope described here is rarely spelled out fully, so the day-to-day scope of the role defines it with concrete examples.

As the Acquisition Lead, you drive paid and performance marketing across digital channels including SEM, paid social, affiliate, and content syndication, with direct accountability for pipeline contribution and customer acquisition cost. You operate within a growth or marketing function, partnering with Sales and Creative stakeholders to align acquisition strategy with revenue targets and channel capacity.

Career Impact: Owning multi-channel acquisition budget and funnel measurement at this level builds the kind of performance marketing credibility that distinguishes senior Growth Marketing Manager and Head of Demand Generation candidates in the B2B SaaS and consumer tech markets.

Business Impact: The pipeline qualified opportunities this role generates determine whether sales teams hit quota, making the Acquisition Lead's channel decisions a direct input to quarterly revenue outcomes.

Growth Opportunity: Managing paid investment across SEM, affiliate, and paid social simultaneously accelerates the technical breadth required to move into a Director of Growth or VP of Marketing role within two to four years.

• Lead multi-channel paid acquisition programs spanning search, social, affiliate, and content syndication to meet pipeline volume targets.
• Define KPI goals per campaign and channel, including cost per lead, conversion rate, and return on ad spend.
• Manage and optimize acquisition budgets, reallocating spend based on real-time performance data.
• Analyze end-to-end funnel performance in partnership with the Sales team to connect marketing programs to sales-qualified opportunity generation.
• Develop campaign assets including landing pages and ad copy in collaboration with Creative and agency partners.
• Coordinate with external agency partners and vendor relationships to ensure execution quality and brand consistency.
• Report acquisition performance, trends, and budget variance regularly to marketing leadership and regional stakeholders.
• Identify new channel opportunities and run structured experiments to expand and refine the acquisition mix.

Candidates often list multi-channel campaign experience but skip the budget variance reporting detail that how to frame these pipeline duties on a resume makes concrete.

• Bachelor's degree in Marketing, Business, or a related field, or equivalent work experience.
• 5 or more years of paid digital marketing experience, with demonstrated ownership of multi-channel acquisition programs and budget management.
• Proven track record of optimizing B2B or consumer acquisition campaigns to positively affect qualified pipeline.
• Strong analytical capability, including experience building performance reports, interpreting funnel metrics, and making data-driven optimization decisions.
• Experience building and managing media plans and identifying target audiences across paid search, paid social, and programmatic channels.
• Ability to manage cross-functional relationships with Sales, Creative, and external agency partners to align campaign execution with business goals.

To judge whether your analytics depth and stakeholder management experience is strong enough, the acquisition lead skills employers require gives the benchmark to measure against.

• Experience in B2B SaaS or mobile consumer applications, with familiarity of longer sales cycles or free-to-paid conversion funnels.
• Demonstrated experience building or scaling a UA function from an early stage, including channel selection and measurement framework design.
• Proficiency in web analytics platforms for attribution and audience segmentation.
• Bilingual capability, particularly in languages relevant to global or regional market expansion.

• Cost per qualified lead (CPQL), measuring efficiency of spend against pipeline contribution.
• Return on ad spend (ROAS) per channel, tracking revenue generated relative to paid investment.
• Marketing-sourced pipeline as a percentage of total sales-qualified opportunities per quarter.
• Lead-to-opportunity conversion rate, reflecting quality of acquisition targeting relative to sales criteria.
• Experiment velocity: number of structured A/B tests completed and acted on per quarter.
• Typical tools: paid search management platforms (commonly Google Ads or Microsoft Advertising); web analytics and attribution (commonly Google Analytics or similar multi-touch tools).

CPQL efficiency and ROAS performance vary by company stage and market, and salary benchmarks, certifications, and career path maps the common baseline for this profession.

• Base Salary Range: $95,000 to $135,000 depending on seniority and market
• Bonus: performance-based, typically 10 to 15% of base tied to pipeline metrics
• Equity: stock options or RSUs common in SaaS and growth-stage companies
• Health Benefits: medical, dental, and vision coverage; employer contribution varies
• PTO: 15 to 20 days annually; some employers offer unlimited PTO policies
• Common Perks: remote or hybrid flexibility, professional development budget, paid conference attendance

Figures are estimates based on general US market benchmarks and may be outdated. Adjust based on location, company size, and seniority level.

Background check completion is a condition of employment for all positions using this template. All qualified applicants will receive equal consideration for employment without regard to race, color, religion, sex, national origin, age, disability, veteran status, or any other characteristic protected under applicable federal, state, or local law. Applicants requiring reasonable accommodations during any stage of the hiring process may request them at any time. Candidates must be authorized to work in the United States.

Match your ROAS targets to a resume that earns a first interview.

The Acquisition Lead delivers end-to-end advisory support across the DoD acquisition lifecycle, developing requirements documents, statements of work, source selection plans, and Middle Tier of Acquisition strategies for government programs. Reporting to program leadership and collaborating with government contracting officers, this role translates operational mission needs into acquisition and programmatic requirements that enable agencies to adopt innovative, accelerated acquisition solutions.

Key Responsibilities

• Advise on acquisition strategy, roadmap, and actionable acquisition solutions to achieve desired outcomes.
• Develop repeatable acquisition processes and acquisition artifacts, including requirements documents, statements of work, requests for proposals, source selection plans, risk management plans, and engineering plans.
• Provide acquisition support, including market analysis, comparative data, cost analysis, performance requirements, and rough orders of magnitude.
• Support analysis and evaluation of Major Capability Acquisition Pathway proposals and proposals responding to innovation acquisition strategies.
• Participate in source selection, recommend evaluation factors, and conduct evaluation and analysis of proposal-provided data and information.
• Advise on all aspects of the acquisition lifecycle to implement and adopt innovative acquisition solutions.
• Develop Middle Tier of Acquisition strategies, Agile Development/DevSecOps solutions, accelerated acquisition solutions, tailored DoDI 5000.02 strategies, and Other Transaction Authority strategies.

Required Qualifications

• BA/BS in Economics or Business.
• DAWIA Level III in Acquisition (Contracting or Program Management).
• 10+ years of hands-on experience with DoD/government acquisition, including risk management and/or source selection.
• Experience as a U.S. Government Contracting Officer, Contracting Specialist, or Acquisition Program Manager.
• Experience in Software Acquisition, including establishing ELAs and BPAs, and Software Licensing Agreements with vendors such as Microsoft, Oracle, IBM, VMware, Amazon, and ServiceNow.
• Ability to translate operational mission needs into acquisition, technical, and programmatic requirements.
• Proficiency with MS Office Suite and other relevant tools.
• Strong leadership, management, and communication skills, with demonstrated ability to present analytical results verbally and in writing.
• Must be eligible to undergo or possess a DoD and VA security clearance.

Embedded within the digital marketing organization, the Acquisition Lead owns a team of campaign managers and leads the development, execution, and optimization of multi-channel paid programs spanning SEM, ABM, social media, and content syndication across global markets. Working closely with the Sales team and agency partners, this role analyzes end-to-end funnel impact to ensure marketing programs generate qualified opportunities and measurable revenue outcomes.

Core Functions

• Manage a team of campaign managers responsible for paid online activities.
• Direct all paid online activities, including SEM, lead generation, inbound, ABM, brand awareness, social media, and content syndication across global markets.
• Devise, create, manage, and execute multi-channel programs to drive customer acquisition throughout the marketing funnel.
• Measure the performance of all campaigns and assess against targets and KPIs.
• Identify trends and insights, and optimize ad spend and performance accordingly.
• Analyze the end-to-end funnel impact with the Sales team to understand how marketing programs generate sales-qualified opportunities and affect revenue.
• Create content and deliverables for campaigns, including landing pages, ad copy, and videos, in collaboration with the design team and copywriters.
• Collaborate with agencies and other vendor partners.
• Report regularly to management and regional stakeholders on paid performance.

Qualifications & Experience

• Experience in paid online B2B marketing, preferably in Tech SaaS.
• Paid acquisition managerial experience.
• Demonstrable experience leading, managing, and optimizing paid B2B marketing campaigns across paid channels, positively affecting the opportunity pipeline.
• Experience identifying target audiences, devising digital campaigns, and building media plans.
• Solid knowledge of website analytics tools, including Hotjar, Google Analytics, and Tag Manager.
• Strong analytical skills, data-driven thinking, and exceptional Excel skills.
• Up to date with the latest trends and best practices in online marketing.

Reporting to the operations leadership team, the Acquisition Lead manages the day-to-day recruitment, performance tracking, and quality analysis of driver supply across Careem's markets. Partnering with cross-functional teams, this role draws real-time data insights and implements solutions that support sustained supply growth and operational efficiency across the business.

Primary Duties

• Maintain day-to-day records of supply growth, performance, and quality, with regular analysis and reporting of findings.
• Recruit supply through different channels.
• Troubleshoot supply problems, analyze and report issues, and assist in the implementation of solutions.
• Maintain daily customer contact to follow up on supply growth, performance, and quality matters.
• Analyze data in real time and draw useful insights to help the business operate more efficiently.

Skills & Qualifications

• BS degree (or equivalent) in a subject relevant to the position.
• Minimum 2 years of experience in a similar role, preferably within the technology industry or a start-up environment.
• Expert-level proficiency in SQL.
• High proficiency in MS Excel for analysis and reporting.
• Excellent technical proficiency, literacy skills, and general computer competency.
• Ability to manage multiple tasks, work to tight deadlines, and operate hands-on in a complex operational environment.

Sitting at the intersection of talent acquisition strategy and hands-on sourcing capability, the Acquisition Lead serves as the internal expert and coach for the wider TA team, directing sourcing methodologies, tools, and practices to shift the organization from a reactive recruiting model to a proactive talent pipeline. Operating across TA Managers, recruiters, and TA Operations, this role leads strategic pipelining projects targeting critical skill gaps and ensures passive and active candidate outreach adheres to Employee Value Proposition and branding guidelines.

Duties

• Partner with Talent Acquisition Managers to determine pipeline needs, monitor pipeline health, and recommend tools, channels, and best practices for talent attraction and sourcing.
• Define action plans to maintain qualified candidate pipelines for immediate priorities, future needs, and business-critical positions.
• Lead strategic talent pipelining projects focused on filling critical skill and gap areas within the business.
• Partner with recruiters to generate ideas, leverage resources, and share information to support an effective search process, including deep web searches, social media, databases, networking, job boards, and cold calling.
• Ensure effective utilization of tools and resources available to the talent acquisition department, including CRM, ATS, and other internet-based resources.
• Partner with TA Managers and Recruiters to address educational gaps and provide training on tools as needed, including sharing talent market insights, competitive intelligence, and talent demographic data.
• Partner with TA Operations to identify new vendor solutions and ensure passive and active candidate sourcing and outreach adhere to Employee Value Proposition and branding guidelines.

Professional Experience

• 3+ years of recruiting or candidate sourcing experience, including passive candidate sourcing, market mapping, and creating and maintaining talent pools, within an in-house or RPO environment.
• Strong knowledge of recruiting-based websites, applicant tracking systems, and creative sourcing techniques, including Boolean and internet searching.
• Ability to create a sense of urgency and influence others as an internal consultant while educating clients and HR partners on process, procedure, and best practices.
• Ability to utilize and recommend appropriate CRM and IT systems, develop and manage agreed performance metrics, and generate high-volume, high-quality candidate pipelines under tight timelines.
• Skilled at partnering with recruiting teams to build effective sourcing approaches and providing exceptional customer and partner service.
• Able to work both collaboratively and independently in a fast-paced, changing environment.
• Proficient in MS Office, including Word, Excel, Outlook, and PowerPoint.
• Excellent verbal and written communication skills.

A key member of the marketing team, the Acquisition Lead shapes brand awareness and market positioning by executing PPC, SEO, paid media, affiliate, and social media verticals in support of the assigned brand's overall marketing strategy. Collaborating across Sales, Creative, and Operations teams, this role manages large-scale client presentations, analyzes customer acquisition cost and lifetime value, and optimizes partner relationships to drive integration and lead quality.

Key Responsibilities

• Assist with the development of the marketing strategy for the assigned brand.
• Execute marketing verticals to support the overall strategy, including PPC, email marketing, website content, SEO strategy, social media, paid media buys, affiliate relationships, and other channels.
• Coordinate successful website and marketing launch plans.
• Establish and maintain an active working relationship with the Sales team to ensure fluid communication on lead databases and roll-out plans for new products and events.
• Optimize partner relationships to increase brand integration, quality of traffic and leads, and overall joint marketing efforts.
• Support external relationships and respective marketing deliverables, including teams, sponsors, track promoters, and a global sales agent network.
• Grow brand awareness and market positioning.
• Manage large-scale client presentations, including creation, research, and organization, working with the Creative department on design requests.
• Review brand and channel performance and optimize accordingly, including analysis of historical site performance, VTLs, customer acquisition cost, LTCs, and customer lifetime value.
• Manage regular reporting and reviews with leadership and marketing functional teams.
• Identify new marketing opportunities that support department goals and strategy.
• Collaborate with the Creative team on cohesive brand strategy and act as liaison between Operations and Creative teams for on-site branding needs.

Requirements

• Minimum 5 years of experience in brand building, content marketing, and digital marketing.
• Solid knowledge of online platforms, ad-tech and marketing automation platforms, digital marketing tools, content management systems, digital sales platforms, and Google Analytics.
• Strong analytical skills to assess performance and drive improvements.
• Excellent written and verbal communication skills with superb attention to detail.
• Ability to prioritize and make decisions in a rapidly changing environment, multi-task, and work unconventional hours as required.
• Resourceful, innovative, creative, flexible, results-oriented, and organized.
• Friendly personality with the ability to quickly build rapport and establish trust with colleagues, partners, and suppliers across time zones, geographies, and cultures.
• Spanish language skills are a plus.

Sustainable portfolio growth across live and soft-launch game titles depends on the Acquisition Lead, who leads the UA team within the studio by overseeing hiring, mentoring, budget management, and KPI-setting while collaborating with Product, Finance, and Business Intelligence on investment forecasts and acquisition funnel measurement. Based within the studio and supporting the Head of UA on broader strategy, this role drives a culture of experimentation across existing and emerging user acquisition channels to maximize game performance.

Leadership Responsibilities

• Oversee the UA budget and strategy to grow a portfolio of games, including live titles and soft-launch titles.
• Lead the UA team within the studio, including hiring, mentoring, ensuring integration within the larger organization, and providing clear purpose and strategy while overseeing tactical execution.
• Support the Head of UA in defining a strategy for the whole UA team.
• Bring analysis and insight to acquisition funnel measurement, including defining and setting KPI goals for each game and working with Business Intelligence and Data Engineering on performance predictions.
• Partner with Product to maximize growth opportunities and embed the marketing agenda within the games' lifecycle.
• Collaborate with Business Intelligence and Finance on investment forecasts, budgeting, and cash flow projections based on performance marketing investments.
• Develop relevant dashboards and tools to analyze UA performance and provide regular reporting to key stakeholders.
• Drive a culture of experimentation across existing UA channels while ideating and establishing new user acquisition funnels.

Knowledge, Skills & Abilities

• Demonstrated ability to effectively manage and optimize multi-million dollar acquisition budgets.
• Proven success in leading and managing a growth-driven UA or Performance Marketing team, or a track record of successful mentorship and training.
• Wide understanding of UA strategies and channels outside of tracked marketing, with deep connections in the games marketing scene.
• Proven ability to partner with cross-functional leadership in Product, Finance, Creative, and Business Intelligence/Data Engineering.
• Balance of data-driven analytical skills and understanding of creatives.
• Excellent leadership, communication, interpersonal, and presentation skills.
• Growth mindset with a commitment to continuous improvement for self and team.

As the Acquisition Lead, this role owns a critical segment of the acquisition strategy, managing CRM-driven prospecting, lead qualification, and cross-selling across relevant verticals in partnership with the sales team and third-party vendors. The acquisition team relies on this work to meet revenue goals through inbound strategy optimization, agent demand forecasting, and active client renewal and upselling initiatives.

Accountabilities

• Work with the CRM team, sales team, and third-party vendors to run and optimize acquisition efforts.
• Personalize and standardize lead qualification and allocations to drive acquisition for relevant verticals.
• Manage, measure, and act on metrics to achieve acquisition goals.
• Drive acquisition by prospecting new leads and cross-selling verticals.
• Analyze data to predict agent demand and efficiency, and proactively implement effective inbound strategies and systems utilization.
• Serve as a key member of the acquisition team to drive overall strategy and ad hoc initiatives.
• Proactively assess, clarify, and validate customer needs on an ongoing basis.
• Drive revenues through prospecting new leads, annual client renewals, and upselling of new solutions.

Position Requirements

• Associate's or Bachelor's degree strongly preferred.
• Contact Center certification is a plus.
• 7+ years of experience managing a mid- to large-scale call center (both inbound and outbound).
• 5+ years of experience managing call center representatives or BPO performance in the consumer products industry, preferably banking, insurance, or healthcare.
• Expert-level understanding of call center best practices, operating systems, and processes.
• Experience with project management and process implementation.
• Proficient knowledge of cloud-based CRM software, including Salesforce.
• Robust experience with Office 365 and business intelligence tools such as PowerBI.
• Ability to understand and manage a budget, forecast staffing needs, and conduct performance assessments.
• Strong communication skills in both Vietnamese and English.
• Ambitious, self-driven, and highly motivated, with a deep desire to develop a career in acquisition.

Acquisition Lead builds and leads full life-cycle recruiting for Engineering and Product teams, identifying and guiding diverse candidate pools through all stages of the hiring process within a high-growth technology company. Success in the position means serving as a strategic partner to hiring managers and leadership, improving hiring quality, speed, and diversity through creative sourcing, offer negotiation, and data-driven insights on active requisitions.

What You'll Do

• Build strong relationships with hiring managers and key stakeholders to understand hiring requirements while providing recruiting expertise.
• Lead full life-cycle recruiting for Engineering and Product teams, identifying, building, and guiding a diverse pool of candidates through all stages of the hiring process.
• Develop and drive creative search and hiring strategies resulting in a strong pipeline to meet hiring goals.
• Influence hiring managers and leaders by serving as a strategic partner to improve the quality, speed, and diversity of hiring through process, candidate experience, and interview and assessment plans.
• Establish a proactive communication plan to keep all stakeholders informed and aligned.
• Provide hiring data and insights for active requisitions to meet hiring goals.
• Prepare, present, negotiate, and close competitive job offers in partnership with hiring managers and the leadership team.

Background & Experience

• 7+ years of talent acquisition experience with a strong understanding of Engineering and Product functions in high-growth technology companies.
• Deep candidate sourcing, interviewing, assessment, and selection experience.
• Demonstrated ability to work independently, manage multiple tasks, meet time-sensitive deliverables, and prioritize effectively.
• Excellent interpersonal, communication, and negotiation skills, with the ability to develop relationships across groups and functions at all levels.
• Adept and disciplined in using Applicant Tracking Systems, hiring tools, and data storytelling.
• Savvy in composing and closing offers for highly sought-after candidates.
• Passion for creative sourcing, hiring, and delivering a phenomenal candidate experience.
• Able to thrive in a fast-paced, team-oriented environment.

The Acquisition Lead produces a clearly defined vision, roadmap, and value proposition for the Checkout product offering, reporting to the Head of Product Offering and working with local GTM teams to ensure success with customer acquisition targets. Collaborating with Product Owners, Developers, and Commercial and Strategy stakeholders, this role collects market insights and drives innovation to continuously improve the product's position within the payments and FinTech landscape.

Scope of Work

• Own a critical part of the Checkout product offering vision, mission, value proposition, and roadmap, reporting to the Head of Product Offering.
• Understand customer needs and the reasons those needs exist, including alternatives customers use and why.
• Collect market insights and drive innovation to continuously improve the value proposition.
• Create and document the vision for owned features and support product domains in understanding, planning, and executing.
• Work with local GTM teams to ensure success with customer acquisition targets.
• Serve as an inspirational presence within the business, gaining support and bringing the company along on the product offering journey.

Experience & Qualifications

• 3+ years in product roles with strong knowledge of product management methods, applied concepts, and tools in modern product management and product design.
• Strong understanding of payments and the FinTech landscape, including financial and commercial aspects.
• Knowledge of SMBs, preferably in ecommerce, with the ability to relate to and understand their needs.
• Entrepreneurial mindset with a value-generation and problem-solving attitude.
• Experience working with Product Owners, Developers, and Commercial, Strategy, and GTM stakeholders.
• Relentless focus on data gathering, analysis, and decision-making.
• Strong communication and team collaboration skills.
• Proficiency in multiple languages is a bonus.

Reporting to senior management, the Acquisition Lead develops the KYC and KYB capability of the Onboarding team, acting as a subject matter expert in regulatory requirements while overseeing risk assessments, quality assurance, and continuous process improvement within the contact centre. Working closely with key stakeholders across the business, this role maintains accountability for customer-facing solutions that balance regulatory compliance with positive customer outcomes.

Day-to-Day Responsibilities

• Positively influence and contribute to team culture, motivating, coaching, and developing staff.
• Act as a KYC and KYB subject matter expert, sharing technical expertise and guidance with the wider Onboarding team.
• Perform risk assessments on new account applicants, including customers and businesses.
• Show ownership and accountability for offering solutions that benefit customers and the business.
• Drive continuous improvement within the contact centre and the business, actively improving processes, workflows, and customer service.
• Coordinate with key stakeholders and senior management.
• Conduct quality assurance for the team and prepare and distribute reports to the wider business.

Required Qualifications

• Experience managing a team in a financial services environment, with the ability to train team members and adapt to different training styles.
• Knowledge of KYC and KYB regulatory requirements, Money Laundering Regulations, and JMLSG guidance, with KYC and KYB experience within a financial institution.
• Understanding of CIFAS and SIRA.
• Excellent written and verbal communication skills.
• Ability to balance workload and schedules across multiple priorities and manage key stakeholders at all levels of the business.
• Flexibility to work as required to provide 24/7/365 support.
• Ability to adapt to, and lead people through, change.

Reporting to growth leadership, the User Acquisition Lead advances the organization's acquisition engine by building the UA function from the ground up, activating paid digital ads, affiliate and influencer marketing, sponsorships, and in-person events to send highly qualified leads to the Onboarding team. Partnering with the content team, agency partners, and cross-functional collaborators, this role tracks experiments rigorously and presents data-driven findings to leadership to shape investment decisions and define success metrics.

Job Functions

• Build the User Acquisition function from the ground up, activating various channels and providing data-driven insights into the most effective channels for present and future growth.
• Drive the growth engine by sending highly qualified leads to the Onboarding team through paid digital ads, affiliate and influencer marketing, sponsorships, and in-person events.
• Work with the content team and agency partners to guide creative messaging strategy and positioning.
• Track hypotheses, experiments, and results rigorously and present findings to leadership to make the case for investment decisions.
• Manage session scheduling to align with the Onboarding team capacity without going under target.
• Help define and measure the metrics that matter for ultimate success.

Qualifications & Experience

• Multi-channel user acquisition experience, particularly in paid marketing channels.
• Ability to both strategize and execute hands-on across all aspects of the role.
• Strong understanding of consumer behavior and the messaging that resonates with different audiences.
• Curious, creative nature with a commitment to learning new techniques and strategies, and finding competitive edges.
• Rigorous approach to tracking experiments, results, and hypotheses to maintain execution speed.
• Adaptable and able to contribute to a fast-moving, iterative team environment.
• Open-minded, with a willingness to challenge conventional wisdom.
• Generalist mindset with an understanding of the full user journey and the ability to collaborate cross-functionally.