User Acquisition PDP

This page contains the different roles within the User Acquisition path. Choose the relevant role you want to learn about.

You can also enter the “Professional Path” to access the relevant skills and resources (coming soon).

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Choose the roles

User Acquisition Manager
Experienced User Acquisition Manager
Senior User Acquisition Manager
IC Path
User Acquisition Professional Leader
Management Path
User Acquisition Team Leader
Senior User Acquisition Team Leader

Choose the competencies

All
Professional skills
Independence and complexity
Ownership and impact
Collaboration and communication
Culture and maturity
Leadership

User Acquisition Manager

Professional Path
Professional skills

Self-learning to complete professional gaps. Investing time in technical learning of things, campaign management, reading marketing blogs.

Behaviors

  • Analytical skills & marketing orientation
  • Doesn’t have marketing acquisition experience
Independence and complexity

Runs high-scale campaigns & optimizing them independently with guidance.

Behaviors

  • Fully on-boarded after 3 months
  • Manages time schedule independently
  • Performs basic tests (ad copies, creatives) independently
Ownership and impact

Initiates and leads a project within the team.

Behaviors

  • Not repeating mistakes
  • Ability to meet or exceed KPI’s
  • Shows progress towards consistent target performance
  • Understands our KPI’s and goals
Collaboration and communication

Positive communicator, raises flags when needed.

Behaviors

  • Communicates progress
  • Raise flags after mistakes or when they’re stuck in a timely manner
  • Asks for help when needed
Culture and maturity

Works in line with monday’s core values, including transparency, autonomy, and positivity.

Behaviors

  • Energetic, positive attitude
  • Helps and learns from other team members
  • Proactively initiates learning sessions & opportunities 
  • Influences decision making through data
  • Taking accountability and care to make an impact

Experienced User Acquisition Manager

Professional Path
Professional skills

Strong and consistent performer, expertise in a specific marketing platform.

Behaviors

  • Marketing acquisition experience in relevant companies and scales
  • Ability to create and perform deep and advanced analysis
  • Understands the whole funnel and where campaigns are stuck
  • An expert in a specific marketing platform
Independence and complexity

Working independently on core campaigns and initiatives.

Behaviors

  • Runs a/b tests of ad copy, LPs & different events independently
  • Time management: knows how to prioritize tasks by impact. Take ownership on your ability to execute
  • Independent over time
  • Flexible – Can let go of an idea, can adjust new strategy or kpi fast
  • Leading team member: can lead complex projects in the channel, no need to sample his work
  • Is able to daily task prioritization
  • Conducts quality research
Ownership and impact

Takes part in core, large-scale, complex projects.

Behaviors

  • Learns from mistakes and understand what needs to be done in order not to repeat them
  • Knows where to get help when needed
  • Identifies scale opportunities within the channel: specific campaigns, keywords, audiences
  • Focuses on what’s important; doesn’t get distracted by things that will not push us forward
  • Fast execution
Collaboration and communication

Performs cross-team performance analysis, shares insightful results with the team, and works with them on implementation.

Behaviors

  • Always prepared: knows the numbers, comes ready to meetings
  • Give feedback in a constructive and engaging way
  • Communicates their progress in a clear and methodical way
  • Engaging communication with all stakeholders, can collaborate with everyone
Culture and maturity

Problem solver, supports others, promotes mutual help.

Behaviors

  • Sets an example and guides new team members
  • Stability over time
  • Self-motivated, initiates new assignments and challenges.
  • Raises flags on time, while providing a different possible solution

Senior User Acquisition Manager

Professional Path
Professional skills

Deep understanding of different audiences, marketing messaging, and ability to lead potential users across the funnel.

Behaviors

  • Knows all the marketing platform abilities, features and innovations, making sure to externalize it to the whole team
  • Strong understanding of competitors benefits, weakness, and positioning and ability to use this info on marketing strategies
  • Knowledge in more than one marketing platform (Adwords, Youtube, Facebook)
  • Has high presentation skills
Independence and complexity

“Figures it out” and solves even the most complex problems independently.

Behaviors

  • Ability to perform ab tests at a deep level, across the whole marketing team
  • Solves problems independently
  • Leads research and analysis
  • Finding creative solutions for needed resources
  • Knows when we are stuck and need to change the way we are doing things
Ownership and impact

Lead cross-marketing initiatives and projects.

Behaviors

  • Ability to take down ideas into execution. (Contributes original ideas that are translated into actions)
  • Understands channel limitations and solve them, come up with revolutionized ideas for improving the channel
  • Identifying new market opportunities and driving everyone across departments towards fulfilling it
  • Strives to excel in goals. Set higher goals to himself (Understands the potential and strives to exhaust it)
  • Taking greater risks: try new things and approach and don’t be afraid to fail
Collaboration and communication

Great communicator, promotes collaboration within and outside of the team.

Behaviors

  • Promotes collaboration within the team: Sets up brainstorm sessions, helps and works together with other team members on challenging campaigns, works in collaboration with others on landing pages, funnels, etc. 
  • Pro-actively trains, explains & shares knowledge with other team members
Culture and maturity

Shows interest in the “big picture” – department and company-wise.

Behaviors

  • Shows interest in other stakeholders in the company and looks at how we can better work together
  • Ability to receive honest feedback and to be motivated by it
  • Sets a high standard for the rest of the team
  • Doesn’t give up on solving difficult problems: performance drop, scale issues.
  • Is a solution person, gives a feeling that he can solve anything, makes things feel “easy”, his a calming presence in complex situations
  • Mentorship

User Acquisition Professional Leader

Professional Path
Professional skills

Able to set a channel’s strategy, build and implement processes and structures within their focus area or team.

Behaviors

  • Leads the acquisition strategy and actions in order to break through to other territories, audiences, and industries by analysis and personal actions
  • Wide market understanding and ability to connect it to our product/or sales needs
  • Determines best practices for meeting KPIs and goals
  • Able to simplify and translate complex demands into an easy solution
  • Expert in their domain and audiences, great  knowledge in  additional domains
Independence and complexity

Problem finder, executes the most complex projects flawlessly.

Behaviors

  • Able to make something out of nothing
  • All work requires no editing 
  • Managed mainly on a personal level
Ownership and impact

Leads core and large-scale projects from start to finish, high impact on the whole marketing department.

Behaviors

  • Takes part in strategic roadmap planning
  • Able to make short-term decisions based on company business strategy
  • Owns any and all projects from A-Z, with excellent execution
Collaboration and communication

Able to advise and lead collaborative efforts and projects, including cross-company initiatives.

Behaviors

  • Trusted advisor throughout the company both within and outside area of focus
  • Leads core meetings, sets the agenda, and executes on next steps completely independently
  • Superb presentation skills
Culture and maturity

Leader on the team.

Behaviors

  • Mentors junior team members and upskills entire team
  • Works in complete alignment with Team Lead 
  • Receives constructive feedback and development guidance from Team Lead

User Acquisition Team Leader

Professional Path
Professional skills

Responsible and accountable for quality, strategy, and execution on their team.

Behaviors

  • Becomes the “go-to” person on their team
  • Understanding the big picture as you go into details
  • Knows or can learn everything within the domain independently
  • Sets and demand high and ambitious goals 
  • Makes sure the team is aligned, understands and believes in the goals
  • Clearly establishes project goals and objectives. 
  • Needs to be results-orientated. Care about reaching the results without neglecting the process of getting there.
  • Ask intentional/ tough questions: “Why are we doing it?” “What are we trying to achieve here?” 
  • Hires relevant people to the team, make sure it happens (Help HR, improve hiring processes)
  • Quick understanding of employee mismatch
  • Plans the team’s growth map and needed resources, roles and responsibilities
Independence and complexity

Provides solutions and guidance on all aspects of the team’s work.

Behaviors

  • Drives the delivery of high-quality results within the team
  • Go-to person for this domain  
  • Owns and is accountable for all facets of the team’s work
Ownership and impact

Great communicator, positive promoter, able to advise and lead collaborative efforts and projects, including cross-company initiatives.

Behaviors

  • Listen and share information with the team, need to be a good listener
  • Participates in decision-making
  • Responsible for distributing information to team members and stakeholders: (challenge, success, resources needed) in company and outside the company (Facebook & Google stakeholders for example)
  • Communicate top to bottom decisions to the team
Collaboration and communication

Problem finder, solutions maker, actions has a halo effect for all the marketing department.

Behaviors

  • Guides team member’s professional growth and focuses on the most impactful work
  • Wider impact on other domains on a day-to-day basis and drives cross-domain efforts
Culture and maturity

Not relevant here.

Leadership

Lead by example, set a clear vision for the team, and lead team members to get there.

Behaviors

  • Willing to receive feedback from team members (listen to what team members have to say)
  • Sets a positive example for the team
  • Helps team members take ideas from concept to action
  • Creates flexible plans to meet changing opportunities.
  • Makes sure ceremonies happen on a regular basis and create values for the team (Dailies, Iterations planning, weekly meetings, Retro)
  • Celebrates team accomplishments and exceptional performance
  • Delegate-guide when needed. Does not come up with the solution, helps to get there.
  • Give constructive feedback over time – 1:1 weekly meetings, feedback talks
  • Develops team members’ strengths and helps improve weaknesses: delegate specific tasks to the team member according to his skill, but also delegate tasks in order to improve skills

Examples

If someone has really high analytical skills but lacks marketing empathy, he will assign a more creative task in order to improve his empathy.

  • Encourage risk-taking approach
  • Invest in team members career path, trains the next seniors of the department

Senior User Acquisition Team Leader

Professional Path
Professional skills

Manages multiple teams/guilds, leads cross-acquisition activities.

Behaviors

  • Understanding the big picture as you go into details
  • Knows or can learn everything within the domain independently
  • Expert in their own domains, great knowledge in other domains in the department
  • Great understanding of other departments needs and proactively collaborate in order to push for win-win situations
  • Needs to be results-orientated. Care about reaching the results without neglecting the process of getting there
Independence and complexity

Takes part in cross-acquisition decision-making.

Behaviors

  • Improves process and promotes it within the whole department
  • Finds creative ways to meet exceptional goals 
  • Has leadership qualities, shows maturity 
  • Generates new ideas, opportunities, and innovations to drive continuous improvement and sustainable growth
Ownership and impact

Has a major impact on the entire department.

Behaviors

  • Consistently pushes for exceptionally impactful results
  • Creates an impact-driven state of mind that embraces 
  • The team meets all its key goals, consistently, regardless of the circumstances. Creating a major and noticeable impact every Q
  • Accountable for maximizing impact in their team and other teams in the group, find the right places to intervene on the day to day 
  • Looking at the data and identifying where we need to change our measurement and building a solution together with the needed  team to solve it
Collaboration and communication

Can-do approach, go-to person in order to solve the most complex problem in and out of the department.

Behaviors

  • Works with cross-company stakeholders 
  • Identifies and leads the biggest growth opportunities and promotes them within the group while keeping everyone engaged
Culture and maturity

Not relevant here.

Leadership

Lead by example, set a clear vision for the teams they work with, and lead team members to get there.

Behaviors

  • Leading direct and non-direct reports in an inspiring way
  • Helps team members take ideas from concept to action
  • Delegate- guide when needed. Does not come up with a solution, helps to get there
  • Develop team members’ strengths and help improve weaknesses: delegate specific tasks to the team member according to his skill, but also delegate tasks in order to improve skills
  • Encourage risk-taking approach