MacPaw is a software company that develops and distributes software for macOS and iOS. Today, we have 20 million active users across all our products.
At MacPaw, we believe humans and technology can reach their greatest potential together.
MacPaw is proud to be Ukrainian. The support and development of Ukraine are significant parts of the company’s culture. MacPaw gathers open-minded people who support each other and aspire to change the world around us.
We’re looking for a User Acquisition Lead to spearhead performance marketing for Setapp—MacPaw’s curated platform that provides access to a premium ecosystem of vetted tools for macOS, iOS, and the web.
Setapp is currently evolving from its subscription model into a comprehensive software marketplace, expanding how users discover and license individual apps. To guide this transformation, we use insights from market research and validate the business model: running fast paid traffic experiments and checking unit economics firsthand.
In this role, you will take full ownership of our global paid acquisition strategy, optimize media budgets, and lead a dedicated team of performance and creative specialists.
Your primary focus areas will include: * Driving rapid validation testing via paid traffic to uncover new product economics. * Generating and testing high-converting hypotheses for digital funnels and landing pages. * Designing global media plans and selecting the optimal paid channel mix. * Optimizing the conversion rates throughout the funnel
In this role, you will: * Conduct audits and optimize the user acquisition funnel, prioritizing high-impact improvements. * Evaluate existing marketing reporting systems and implement enhancements to ensure real-time, actionable insights on key growth metrics. * Generate ideas, launch and test hypotheses, analyze results, and define next steps to improve performance. * Monitor and analyze campaign performance using key metrics (CPA, CAC, LTV, CTR, CR, etc.). * Collaborate with cross-functional teams, including a product manager, copywriter, marketing designers, and analysts, to deliver high-performing ad creatives and landing pages. * Provide regular performance reports, identify trends, and share optimization insights. * Own the whole user acquisition strategy — from scaling existing acquisition channels to looking for expansion opportunities. * Lead, mentor, and structure a high-performing growth marketing team.
Skills you’ll need to bring: * 5+ years of experience in user acquisition/performance marketing, with a strong focus on B2C SaaS or E-commerce Marketplaces in Tier-1 markets. * Successful track record of launching and managing Google and Meta Ads campaigns in a metrics-driven environment. * Proven track record of effectively managing big marketing budgets. * Experience in managing teams with 3+ people. * Proven track record of effectively optimizing performance metrics (CPA, CAC, ROMI, etc.) to meet business objectives. * Experience with conversion rate optimization and funnel analysis. * Strong analytical skills (ability to find cause-and-effect relationships, prioritization) and experience conducting A/B tests. * Hands-on experience with advanced marketing analytics tools (e.g., Google Analytics, Looker Studio, Tableau, etc.). * Ability to think creatively and develop innovative strategies to attract new users. * Results-oriented mindset with a high level of autonomy and responsibility. • * Ability to stay up to date with industry trends and continuously look for growth opportunities. * Knowledge of key e-commerce mechanics. * At least an Upper-Intermediate (B2) level of English.
Nice-to-have skills: * Experience in new market expansion (specific GEO or Tier 2). * Experience in AI automating and optimizing routine tasks.
What we offer: * We are a Ukrainian company, and we stand with Ukraine against the russian aggression We maintain workplaces for the mobilized Macpawians and provide financial support to colleagues or their families affected by the war. Here, you can also read about the MacPaw Foundation, which intends to help save the lives of Ukrainian defenders and provide relief to as many civilians as possible. * We are committed to our veterans Our Veteran Career and Empowerment Program is designed to ensure our veterans and active military personnel receive the recognition, support, and opportunities they deserve. * Hybrid work model Whether to work remotely or at the hub is entirely up to you. If you decide to mix it, our Kyiv office, which works as a coworking space, is open around the clock. The office is supplied with UPS and Starlink for an uninterrupted work process. * Your health always comes first We guarantee medical insurance starting on your first working month. For those abroad, you can receive a yearly Medical insurance allowance as compensation for managing your medical expenses. * Flexible working hours You can choose a schedule that is comfortable for you. No one here tracks your clock in/out because MacPaw is built on trust and cooperation. * Space to grow both professionally and personally Education opportunities to grow both hard and soft skills, annual development reviews, and internal community. * Teams we are proud of We build honest, transparent, and reliable relationships within teams. Every Macpawian can improve processes and implement their ideas. We encourage open and constructive feedback and provide training for Macpawians on giving and receiving feedback. * Office designed for people (and pets) Our office has it all: a spacious workplace with enough room for sitting up, lying down, and running around; a gym for recreation; cozy kitchens; a sleeping/meditation room; and a terrace with a view where we throw summer parties. Also, we have two cats living in the office, and you are welcome to bring your pets to the office (we have separate floors for cats and dogs). * Time-off policy that covers life’s needs Convenient personal time-off policy to help you take care of essential matters in your personal life, and parental leaves. On top of all that, sabbaticals are open after 5 years of being with MacPaw. * Join social initiatives with MacPawCares MacPaw participates in numerous humanitarian aid and charity projects across many fields, and you are welcome to jump in to make the world a better place. * We’re an equal-opportunity employer. Here is a safe place for applicants of all backgrounds We are hiring talented humans. Meaning with all our variety of backgrounds and identities, including service members and veterans, women, members of the LGBTQIA+ community, individuals with disabilities, and other often underrepresented groups. MacPaw does not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status. * ome benefits are under development, and new adjustments are possible.
