Head of User Acquisition, Short Drama

NewsBreak•Mountain View, CA

About The Position

NewsBreak is building ReelBee, an open short-drama distribution platform where qualified creators and studios can self-publish, earn a transparent revenue share, and receive US audience insights. ReelBee is a CEO-sponsored, company-level initiative. The Head of User Acquisition will own paid user acquisition across Meta, TikTok, and Google and be accountable for converting advertising spend into paying users efficiently. The role works closely with creative editors, content operations, and data teams. Hiring is in parallel in Mountain View in the San Francisco Bay Area and in Beijing. The position leads campaign planning and execution, title-level performance testing, creative experimentation, measurement, and channel evaluation. It includes regular reporting on spend and return on ad spend, along with recommendations for scaling campaigns and titles.

Requirements

At least 4 years of mobile performance marketing experience, including at least 2 years running accounts at $500K or more per month.
A verifiable track record showing account scale, CPI, ROAS, how campaigns were scaled, and supporting data.
Expertise in Meta and TikTok Ads, including account structure, bidding, audiences, and creative testing; familiarity with Google App Campaigns.
Fluency with MMPs such as AppsFlyer or Adjust, SKAN, event postbacks, and attribution; ability to make decisions using cohort data.
Creative judgment about effective hooks for short-drama acquisition and the ability to brief editors clearly.
Professional fluency in English and Mandarin.

Nice To Haves

Experience acquiring users for short-drama, web-fiction, gaming, or subscription apps.
User acquisition experience at a short-drama app such as ReelShort, DramaBox, or ShortMax, or at a web-fiction app.
Experience making title-level or content-level scaling decisions.
Experience managing an agency or a small user acquisition team.

Responsibilities

Own paid user acquisition for ReelBee across Meta, TikTok, and Google, with accountability for new-user volume, CPI, and D7 ROAS; scale, hold, or cut budgets based on clear ROAS rules.
Run title-level campaigns by developing 72-hour scorecards for test titles covering CTR, CPI, first-three-episode completion, and first-purchase rate; work with content operations to recommend titles for scaling.
Define creative testing plans for hooks, end CTAs, and subtitle styles; direct creative editors on variants and provide requirements and feedback to content partners.
Build cohort ROAS and LTV/CAC dashboards with the data analyst; maintain AppsFlyer/MMP configuration, event postbacks, SKAN, and privacy compliance.
Evaluate new channels, including YouTube, Reddit, and programmatic, and manage agency partners where used.
Report spend and ROAS at the daily stand-up and deliver a weekly review and plan for the following week.