UA Marketing Manager - Pikmin Bloom

Pikmin Bloom, launched globally in partnership with Nintendo in 2021, is one of Niantic’s leading real-world mobile experiences designed to make everyday walking more joyful. Players grow Pikmin, plant flowers, explore their surroundings, and turn daily routines into memorable adventures shared with friends and communities around the world. We are seeking a highly skilled User Acquisition Marketing Manager to join our Tokyo Studio. This is an exceptional opportunity to drive scalable mobile growth for a globally recognized title and influence strategic direction across one of Niantic’s key franchises The ideal candidate is analytical, creative, and deeply fluent in mobile performance marketing. You will shape data-driven UA strategies, optimize multi-million dollar budgets, and collaborate closely with cross-functional partners across Product, Data Science, Creative, and Marketing. If you are excited about unlocking new growth opportunities and operating at a global scale, we’d love to meet you. This cross-functional role is central to Niantic’s marketing execution, growth strategy, and product success for Pikmin Bloom. Responsibilities Develop and execute comprehensive user acquisition strategies across global markets and multiple channels, including paid media, social, influencer, video networks, and emerging platforms. Lead, monitor, and optimize large-scale marketing budgets, ensuring strong cost efficiency and alignment with key performance metrics (Installs, CPI, LTV, ARPU, Retention, ROAS). Troubleshoot data discrepancies, tracking issues, and attribution anomalies in collaboration with UA partners, Data Science, and Finance. Work with internal creative teams and external agencies to produce high-performing performance creatives tailored for global audiences. Partner with the Data Science team to evolve UA measurement frameworks, improve predictive modeling for LTV, ARPU, and user retention, and adapt to SKAN and Android privacy changes. Conduct structured data analysis to identify trends, evaluate campaign performance based on CPI, LTV, ARPU, and retention, and generate clear insights to inform future strategy. Collaborate closely with Product Marketing, Product, Analytics, and Regional Marketing teams to ensure UA execution aligns with overall business goals and major content releases. Present weekly insights, forecasts, and recommendations to leadership and cross-functional stakeholders. Required in-office presence three days per week — Monday, Tuesday, and Wednesday — at the Tokyo Studio. Qualifications 4+ years of experience in mobile media buying across major advertising platforms such as paid social, Google Ads, Apple Search Ads, Meta, TikTok, DSPs, and ad networks. Excellent communication skills with the ability to translate complex data into actionable business insights. Business-level English communication skills, with the ability to lead meetings, collaborate with global teams, and manage written communication with international stakeholders. Demonstrated experience presenting campaign results and future plans to executive leadership. Proven ability to manage large monthly budgets across multiple channels (ideally $100K+ per month). Experience working with external contractors and creative agencies, including onboarding new partners. A thorough understanding of the impact of upcoming privacy changes on mobile tracking coming from both Android and iOS. Experience writing creative briefs and running A/B tests for creatives and app store assets. High proficiency in Excel; SQL experience is a plus. Proactively leverages the latest AI tools and technologies to improve marketing workflows, productivity, and decision-making. Experience with various market research data services e.g., data.ai, Sensor Tower. Ability to work in a fast-paced hybrid environment, adapt quickly to changing priorities, and manage time effectively. Experience collaborating across cross-functional teams with strong written and verbal communic