About this Head of User Acquisition, Short Drama role at NewsBreak
About NewsBreak
Founded in 2015, NewsBreak is the Content Intelligence platform shaping the future content economy. With over 40 million monthly active users, our flagship platform delivers highly personalized local news and information powered by advanced AI, recommendation systems, and adtech.
Recognized by Fast Company as #32 on the Top Workplaces for Innovators, we're proud to be Great Place to Work® certified and home to a dynamic team of technologists, product innovators, and business leaders who are passionate about solving meaningful challenges at scale.
Together, we reached unicorn status in 2021, and we remain committed to continuing this high-growth trajectory with the right team to fulfill our mission: building the infrastructure layer for content intelligence.
If you’re inspired to dream big, innovate fast, and make a difference, we’d love to hear from you! For more information, visit www.newsbreak.com/about
About the role
NewsBreak is building ReelBee, an open short-drama distribution platform where any qualified creator or studio can self-publish, earn a transparent revenue share, and get real US audience insights. This is a CEO-sponsored, company-level initiative. As Head of User Acquisition you will own paid user acquisition for ReelBee across Meta, TikTok and Google, and be accountable for how efficiently we turn spend into paying users. You will work closely with creative editors, content operations and data. We are hiring in parallel in the SF Bay Area (Mountain View) and Beijing.
What you'll do
- Own paid user acquisition for ReelBee on Meta, TikTok and Google; accountable for new-user volume, CPI and D7 ROAS; scale, hold or cut budget based on clear ROAS rules
- Run title-level campaigns: turn each test title into a 72-hour scorecard (CTR, CPI, first-3-episode completion, first-purchase rate) with content operations and recommend which titles move to scale
- Define the creative testing plan (hooks, end CTAs, subtitle styles), direct the creative editors on variants, and give content partners requirements and feedback on submitted creatives
- Build cohort ROAS and LTV/CAC dashboards with the data analyst; maintain AppsFlyer/MMP configuration, event postbacks, SKAN and privacy compliance
- Evaluate new channels (YouTube, Reddit, programmatic) and manage agency partners where used
- Report spend and ROAS at the daily stand-up; deliver a weekly review and next-week plan
What we're looking for
- 4+ years in mobile performance marketing, including 2+ years running accounts at $500K+/month; experience acquiring users for short-drama, web-fiction, gaming or subscription apps preferred
- A verifiable track record: account scale, CPI, ROAS and how you scaled, with the data to show it
- Expert in Meta and TikTok Ads (account structure, bidding, audiences, creative testing); familiar with Google App Campaigns
- Fluent with MMPs (AppsFlyer/Adjust), SKAN, event postbacks and attribution; makes decisions from cohort data
- Creative sense: knows which hooks work in short-drama acquisition and can brief editors clearly
- Professional fluency in English and Mandarin
Nice to have
- UA experience at a short-drama app (ReelShort, DramaBox, ShortMax) or a web-fiction app
- Title-level or content-level scaling decisions
- Managed an agency or a small UA team
