Senior Lead, User Acquisition
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Job Description
Lead User Acquisition for Wealthsimple, scaling growth across paid channels. Oversee a team while executing on user acquisition strategies for Canada's largest fintech app.
Responsibilities:
- Own Wealthsimple's user acquisition strategy across paid channels (Meta, Google, TikTok, Apple Search Ads)
- Lead and develop a team of three working across performance, creative, and in-platform execution — setting direction, removing blockers, and building systems that compound their output
- This is a hands-on role. You'll be in the ad platforms daily — analyzing performance, running tests, and making optimizations yourself. We're looking for someone who enjoys the craft of execution, not just the strategy behind it.
- Build and maintain a rigorous creative testing framework — establishing kill logic, CPA thresholds, and iteration velocity to consistently surface winners
- Own mobile attribution infrastructure: serve as the primary decision-maker on MMP configuration, incrementality testing methodology, and resolving discrepancies between platform-reported and true performance
- Design and implement UA automation — from bid management and ad pausing logic to performance reporting — to maximize output per headcount
- Own full-funnel thinking beyond the ad platforms — identifying and driving conversion improvements across the onboarding journey in collaboration with product and engineering
- Establish incrementality testing programs (geo lift, platform lift, holdout tests) to build conviction in channel spend beyond last-click attribution
- Maintain a clear, defensible measurement framework — including a point of view on MMP vs. platform-reported discrepancies, view-through vs. click-through attribution, and enhanced matching strategies
Requirements:
- 10+ years in mobile user acquisition, with at least 5 years in a lead or senior individual contributor role
- Hands-on experience managing significant budgets across Meta and Google Ads, with working knowledge of TikTok and Apple Search Ads
- Deep understanding of mobile attribution — MMPs (Appsflyer, Adjust, or similar), SKAN, attribution waterfalls, and the practical gap between MMP and platform-reported data
- Experience building or operating creative testing systems with defined KPIs and kill criteria (cost per trial, cost per install, etc.)
- Comfort with automation tooling (Meta Ads API, Google Ads scripts, Claude Code) and a proven track record of instrumenting AI to scale output
- Strong analytical instincts — you can tell the difference between a signal and noise, and you build your measurement stack accordingly
- Experience managing a small team while remaining hands-on in the channels
Benefits:
- Top-tier health benefits and life insurance
- Long-term group savings with employer match, through Wealthsimple for Business
- 20 vacation days, 4 wellness days, and unlimited sick and mental health days per year
- 90 days away: work outside Canada for up to 90 days per year
- Employee resource groups, including Rainbow (2SLGBTQ), Women of WS, and Black at WS
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