User Acquisition Manager

As a User Acquisition Manager at Maximus, your primary responsibilities involve owning our paid social user acquisition efforts, particularly through Meta platforms like Facebook and Instagram. You will be tasked with managing and scaling substantial budgets, conducting research for campaign optimization, and collaborating with our creative team to develop effective advertisements. Additionally, you will analyze key performance indicators (KPIs) to track the effectiveness of various campaigns and recommend improvements based on data insights.

Essential skills for the User Acquisition Manager at Maximus include a strong foundation in quantitative analysis, experience in digital media buying, and a solid understanding of paid social campaign optimization. The ability to collaborate creatively, report on KPIs, and understand the customer journey is crucial for this role. Familiarity with mar-tech data infrastructures will also help you identify performance issues and ensure data integrity.

Maximus seeks a User Acquisition Manager with high conscientiousness, which reflects in their organization and reliability. Additionally, having a blend of high horsepower and humility is key, allowing you to tackle complex problems while being open to teamwork. Creativity and resourcefulness are also essential traits, enabling you to devise innovative solutions and thrive in an autonomous environment. An interest in men's health and personal development is highly valued as well.

In your first 90 days as a User Acquisition Manager at Maximus, you would focus on understanding our customer base by speaking to clients and evaluating customer data. You'll audit our current performance marketing channels, particularly Meta, recommend an experimentation framework, and create a roadmap for upcoming campaigns. By implementing new campaigns across existing channels, you'll significantly contribute to our user acquisition strategies.

Maximus provides an attractive benefits package for the User Acquisition Manager role, which includes premium health coverage options such as Blue Shield Platinum. Employees also enjoy a full suite of medical, dental, and vision insurance, as well as extensive 401K options. Flexible vacation policies ensure work-life balance, and loyal employees benefit from a liquidity of options and extended exercise windows, fostering both personal and professional growth.

When managing a $1M budget for paid social campaigns, I would start by analyzing past performance data to identify successful strategies and audience segments. From there, I would develop a comprehensive plan that allocates the budget to different campaigns, prioritizing high-performing channels. I would continually monitor the campaigns, making adjustments in real-time based on analytics to ensure optimal performance and return on investment.

My A/B testing process begins with defining clear objectives for the tests, such as improving CTR or lowering CPC. I would then create variations of the ad, modifying specific elements like the headline, visual, or call-to-action. Each ad version would be targeted to similar audience segments to ensure comparable results. After running the tests for a predetermined period, I'd analyze the data, determining which variation performed better, and use that data to guide future campaigns.

In evaluating user acquisition performance, I prioritize KPIs such as Cost-Per-Acquisition (CPA), Return on Ad Spend (ROAS), click-through rates (CTR), and audience engagement levels. By closely monitoring these metrics, I can gauge the effectiveness of our campaigns and make informed decisions about where to focus our resources for maximum impact.

To ensure data integrity in my marketing efforts, I would implement regular audits of tracking systems like pixels and events. Collaborating with technical teams, I would identify any discrepancies or issues and proactively address them. Additionally, I would maintain meticulous documentation of campaign changes and results, allowing for accurate reporting and analysis of our marketing strategies.

Customer feedback is integral to my acquisition strategy as it provides valuable insights into audience preferences and pain points. I would incorporate customer surveys and interviews in my first 90 days to gather qualitative data and understand user experiences. This information would inform campaign messaging and creative direction, ensuring that our strategies align with what resonates with our target audience.

To tackle underperforming ads, I would first analyze the data to pinpoint specific issues, such as low engagement rates or high CPCs. Once identified, I would consider changes, like revising the creative, adjusting the audience targeting, or tweaking the ad delivery settings. By implementing these changes and continuously monitoring performance, I would optimize the ads to improve their effectiveness.

To assess the effectiveness of landing pages, I utilize A/B testing to compare different versions of the page. I analyze metrics such as conversion rates, user behavior, and bounce rates to determine how well each page performs. Additionally, I would employ tools like heatmaps and user session recordings to gain insights into audience interactions, allowing for iterative improvements that enhance the overall user experience.

Collaboration with creative teams involves regular brainstorming sessions, where I share campaign objectives and audience insights. I welcome their ideas and feedback on proposed ad concepts and encourage an iterative approach, where we can adjust creative elements based on performance data in real-time. Establishing clear lines of communication ensures that both teams align on goals and deliver compelling, high-quality campaigns.

To stay up-to-date with industry trends, I regularly engage with reputable digital marketing publications, attend webinars and industry conferences, and participate in online forums and communities. Networking with other professionals in the field also provides insights into emerging trends. This ongoing education ensures that I can apply fresh, innovative strategies to our user acquisition efforts at Maximus.

I have substantial experience working with Meta ad account structures, having successfully managed multiple campaigns across various verticals. I understand the nuances of audience segmentation, campaign objectives, and ad placements that drive effective results. I continuously monitor and refine account structures to enhance performance, ensuring we're optimizing for the best possible return on our ad spend.