Marketing · Marketing Communications

User Acquisition Manager

Bryan Riester Economy, Process, Design

September 23rd, 2019

I'm looking for a User Acquisition Manager, someone to be the head of user growth for our startup (univoice.app).

I have the usual haunts for various job types, like Upwork for coders and Fivver for one-off artists... But User Acquisition is a different sort of job and I'm not entirely familiar with hiring for it.

Do y'all have a particular place you typically start your search for user acquisition professionals? (Or, is this *your* talent?)

Biren Agrawal

September 24th, 2019

I believe you are looking for growth strategist hacker with customer acquisition main focus. I think the best bet for you to search on angel.co or LinkedIn. Unless your search ends on me! :). I would be happy to connect you with my contacts, but I may need a more robust job description and what exactly is your expectation with this role.

Paul Garcia marketing exec & business coach

September 24th, 2019

I would initially say there's no such title, but it doesn't really matter what you call this person. You're looking for a marketing person whose measured by lead conversion. Manager might not even be the right descriptor.


There are elements of what you're describing that are strategy, that are lead generation, and that are sales. Ultimately you're looking for a person whose responsibility is to increase subscriptions to your product. Because it's going to require analysis, strategy, and testing, this is most certainly a marketing person. The question is whether you're limiting the channels in which you advertise, and therein limiting the options for this marketing effort.


In startups, there's sometimes a person called "growth manager" who is really a marketing person. Depending on the business, they either lean more to lead generation or business development. No matter who you hire and assign ultimate responsibility for growing your user count, they won't be able to function alone. When you find a good analyst and strategist, they aren't typically also the mechanic who can create your ads or collateral. And if you find graphic artist who designs compelling ads, they aren't typically a strategist nor do they usually set up good testing routines for each round of tactics being refined.


So, it can be tricky if you use vocabulary that doesn't resonate with the folks you're ultimately looking to hire, in the same way that if they don't use key words you'd like to see, that you won't find them either. Keep in mind that marketing as a profession has eight sub-divisions. Most marketers don't take on more than two of those divisions and maintain a high level of skill. That's the part explaining why your strategist is not also your artist. But that's okay. Better to own the strategist and farm out the mechanical work to a graphics person who follows instructions and sticks to your style guide.


In summary, look for a marketing strategist who is methodical about customer/subscriber acquisition and retention. They need to do their research and analysis, and develop tactics. Tell them up front that their performance measure is long-term growth of your user base. Give them the authority they need to make decisions and to experiment. There are marketing folks out there who like to do this methodically iterative work, but you need to give them enough runway (time and resources) to figure out which things work and which don't.

Regina Walton SFTech4Good - Executive Director

September 24th, 2019

Without a job description to look at, it sounds like marketing or lead gen/business development role.


I'm in marketing and see a lot of those roles on Angel.co, Glassdoor, and LinkedIn.

Curt Sahakian Attorney

Last updated on September 24th, 2019

The job description really needs to include a description of the product. the current and future market(s), price points, and target decision makers.

Curt Sahakian Attorney

September 24th, 2019

This is sales and/or marketing. It is not another form of technical. It just isn't. Smart doesn't necessarily work well. Aspy supersmarts is even worse.


The attributes that you most likely look for and are comfortable with, are most likely to generate mediocre results.


You need a face to face relationship with whomever is who will be in charge of revenue generation. And that is the person who should be hiring the person to fill this position.


That person will have their preferences on where to do go. And you should let them do it.


And this is a person who needs to report to the CEO. Revenue generation is not an afterthought, unless this is a lifestyle business. And even then....