Career Definition of a User Acquisition Manager
User acquisition managers use marketing and other strategies to bring new users to a product or service, most often a mobile application such as a game. While some user acquisition managers come to the position from a marketing background, others have a quantitative background, such as in math or science, as strong analysis skills are mandatory to the career.
User acquisition managers work closely with marketing executives to define and execute effective strategies across different marketing channels like social media platforms, search engines and email. They are responsible for managing a budget and making sure that strategies yield a satisfactory return on investment (ROI). They must also keep on top of industry trends.
|Educational Requirements||Bachelor's degree|
|Job Skills||Data analysis, optimization, budget management, creativity, communication skills and attention to detail|
|Median Salary (2019)*||$73,000|
|Job Outlook (2016-26)**||10% (marketing managers)|
Sources: *PayScale, **U.S. Bureau of Labor Statistics
A bachelor's degree is typically required for user acquisition manager roles. Some employers prefer those with a marketing or business degree, while others look for candidates with math, statistics, economics or related degrees. However, some employers will accept candidates with either type of bachelor's degree, or even no degree at all as long as the applicant has relevant work experience.
Key to the user acquisition manager position is the ability to find and test new marketing channels as part of the growth strategy. User acquisition managers also use their data analysis skills to measure the performance of campaigns to bring in new users and try to optimize that performance to yield the greatest ROI. They typically need to be able to manage a budget and sometimes these budgets are very large. These managers need to stay on top of the latest user acquisition trends so the company can excel and not lag behind its competitors. In addition to strong analysis skills, employers are typically looking for user acquisition managers who are creative, have excellent communication skills and a keen eye for detail.
Career Outlook and Salary
While the U.S. Bureau of Labor Statistics (BLS) does not have data specific to the emerging field of user acquisition, it projects that employment for the related position of marketing manager will increase by 10% between 2016 and 2026. The growth rate is higher than the average across all occupations and there could be a positive employment change of about 22,100 marketing managers within the above-mentioned time frame. A report by Payscale.com suggests that the median annual wage for a user acquisition manager was $73,000 in the U.S. in 2019.
There are a number of careers which are related to the career of a user acquisition manager due to the similarities in job profiles and duties. Some of them are listed below: