Papaya Global is a PayTech company building technology for cross-border payroll, payments, and workforce management. Its platform helps businesses coordinate payroll and payment operations across more than 160 countries, with services covering contractor payments, employer of record solutions, and real-time payment processing. The company also supports API integrations, workforce data analysis, fraud prevention, and data security, giving global organizations tools to manage international workforce payments with greater accuracy, visibility, and regulatory control.
Director of Performance Marketing and User Acquisition – Papaya Global (Hybrid, Israel)
Lead performance marketing, user acquisition, and retargeting for Papaya Global’s mobile gaming portfolio in a hybrid Israel-based role. Own growth strategy, teams, and multi-million-dollar budgets across games, markets, and advertising channels.
Description
- Define performance marketing, user acquisition, and retargeting strategy across Papaya Global’s mobile game portfolio
- Lead and develop the Performance and User Acquisition organization, fostering a high-performing, data-led team and future leaders
- Manage and optimize multi-million-dollar marketing budgets across games, channels, markets, and platforms
- Improve growth and profitability by optimizing ROAS, LTV, CAC, retention, and user acquisition
- Evaluate and launch new growth channels, platforms, markets, and opportunities
- Establish organizational performance goals, KPIs, processes, and best practices
- Oversee campaign strategy across major self-serve platforms and lead go-to-market and product marketing initiatives for growth and launches
- Use attribution, experimentation, market intelligence, and performance data to guide investment decisions
- Collaborate with Creative on ad strategy, testing frameworks, and scalable high-performing creative
- Partner with Product, BI, Monetization, Data, and other teams to improve acquisition and monetization funnels
- Develop advertising-partner relationships and monitor industry, platform, and growth developments
- Promote experimentation, continuous learning, and data-driven decision-making across the organization
- Present performance results, forecasts, business insights, and strategic recommendations to senior leadership
Requirements
- At least seven years of performance marketing or user acquisition experience, including substantial mobile gaming experience
- At least three years of people management experience, including management of managers or a multi-level Performance and User Acquisition organization
- Demonstrated ownership of large-scale user acquisition and retargeting programs across multiple games, markets, and channels
- Exceptional stakeholder management and communication skills, with the ability to influence senior leaders and align cross-functional teams
- Strategic, organized, and analytical problem-solving skills suited to a fast-paced environment
- Extensive experience managing multi-million-dollar marketing budgets and accountability for business and growth results
- Deep knowledge of performance metrics such as ROAS, LTV, CAC, retention, payback, and user growth
- Hands-on expertise with self-serve advertising platforms, including Meta, TikTok, AppLovin, Unity, Liftoff, Moloco, Mintegral, content and CPE channels, ASA, and CTV
- Strong understanding of mobile attribution and measurement platforms such as AppsFlyer and Adjust, as well as the wider mobile measurement ecosystem
- Strong analytical and commercial judgment, with the ability to turn complex data into strategic decisions and clear recommendations
- Experience working with Creative teams to develop, test, and scale effective advertising creative
- Strong grasp of experimentation, performance optimization, and growth strategy in mobile gaming
- Advanced Excel skills; SQL, Tableau, or other BI experience is advantageous, as is the ability to use AI and adopt new tools and methods to improve analytical efficiency
- Fluent written and spoken English