About the role We are looking for a User Acquisition Specialist specializing in Paid Search to join our growth team. In this role, you will be responsible for the day-to-day execution and optimization of global paid search campaigns, with a specific focus on driving high-quality users to our iOS and Android apps through Google Ads (UAC & W2A). This is a high-impact, hands-on role for someone who has already operated at scale, is comfortable managing 8-figure monthly budgets, and deeply understands how performance marketing works in complex environments. While we focus on high-value users, a key part of your mission will be optimizing for Ad Monetization flow, ensuring our campaigns effectively feed our revenue streams through AdMob. You will work in a cross-channel environment, closely connected with Product, Data, Creative, and CRO teams, and contribute directly to the growth and ARPU of some of our most relevant global products. What you will do - Execute and optimize performance campaigns across Google Ads (UAC & W2A) for our apps portfolio. - Manage and scale high-volume budgets, focusing on pLTV, ROAS, and ARPU. - Master Creative Strategy for UA: Define the optimal mix of assets (text, image, video, and HTML5) and monitor their performance metrics (IPM, CTR) to drive scale. - Optimize for Ad Monetization: Implement and monitor AdMob campaigns, choosing formats and placements that maximize revenue through hybrid bidding models. - Creative Performance Analysis: Deep-dive into which creative formats (e.g., Interstitials vs. Native vs. Banners) drive the best-converted trials and high-value users. - Bidding Excellence: Run continuous A/B tests on bidding types, specifically balancing Max Conversion Value and Ad Impression Value. - Collaborate with creative : Provide data-driven briefs on which formats and hooks are working, ensuring we have the right assets to win the UAC auction. - Monitor technical KPIs: Track and report on daily performance, from install to trial conversion and long-term retention.

• Develop and execute comprehensive demand generation strategies across multiple channels, including but not limited to paid search, paid social, display, content syndication, email marketing, and webinars. • Manage and optimize digital advertising campaigns (Google Ads, LinkedIn Ads, etc.) to maximize ROI and achieve lead generation targets. • Collaborate closely with the content marketing team to develop compelling assets (e-books, whitepapers, webinars, case studies) that fuel lead nurturing and conversion. • Implement and refine lead scoring, nurturing, and routing processes to ensure efficient handoff to the sales team. • Utilize marketing automation platforms to build and execute campaigns, segment audiences, and track performance. • Analyze campaign performance data to identify trends, insights, and opportunities for optimization, regularly reporting on key metrics. • Conduct A/B testing on landing pages, ad copy, and email content to continuously improve conversion rates. • Stay up to date with industry trends and best practices in demand generation, B2B marketing, and SaaS. • Manage budget allocation for demand generation initiatives, ensuring efficient spend and maximum impact. • Work cross-functionally with sales, product, and customer success teams to align on goals and optimize the customer journey.

• The primary goal of the Demand Generation Specialist is to drive growth with customers in the PCNA+ segment utilizing automated triggers from digital marketing and strategic outreach based on customer behavior. • You will be responsible for direct customer outreach by responding quickly to Marketing Qualified Leads with offers or promotions to drive incremental revenue. • Leverage Marketing Qualified Leads to proactively reach out to customers to engage, inform, and assist in communicating the benefits of PCNA • Cultivate and build relationship with leads to capture and maintain their interest in doing business with PCNA • Educate customer on PCNA website and train on self-service tools including how to search for products, make a virtual, order samples, and utilize knowledge centers • Educate customer on “who is PCNA” including products, services, and how to place an order • Execute email outreach using campaign tools and make outbound calls to better understand lead profile, key opportunities, and priorities • Offer samples or other incentives to maintain engagement and interest with lead • Facilitate lead transition to customer service or inside sales rep with “order ready” customer • Document a summary of the opportunity in CRM for effective handoff

• Plan, build, and manage Google Ads campaigns (Search, Display, YouTube, Performance Max) • Conduct in-depth keyword research, competitor analysis, and audience targeting • Optimize campaigns for performance metrics including CTR, CPC, CPA, ROAS, and conversion rates • Implement and manage conversion tracking (Google Tag Manager, GA4, tracking pixels) • Continuously test ad creatives, landing pages, and bidding strategies (A/B testing) • Analyze campaign performance and deliver actionable insights and reports • Manage and allocate advertising budgets effectively across campaigns • Collaborate with creative, content, and CRO teams to improve funnel performance • Stay updated on Google Ads updates, algorithm changes, and industry best practices