The posting
About us
We are a Singapore-based startup building consumer apps, including the game app KiX and the lifestyle app SoulMap. We grow in Southeast Asia, the Middle East and India.
About the role
You will run our paid user acquisition on Meta, Google and TikTok. Growth direction and creative direction are set by our CEO, who has 20+ years of experience taking products from zero to millions of users. You are the platform expert who turns that direction into well-built campaigns, fast and accurately, and brings back clean data.
How we work – please read before applying
We use a two-stage method we call Think Fast, then Think Slow.
- Stage 1 – Think Fast (find the direction). We test 7–10 creative directions at the same time. Each runs in its own ad set with the same budget and audience. We decide on early signals such as click-through rate and 3-second view rate, using roughly 1,000–2,000 impressions per direction. Only clear winners (2x or more) move on, and every winner is re-tested.
- Stage 2 – Think Slow (optimise and scale). Winners move into install or subscription campaigns. Here we follow platform best practice in full: learning phase, bidding, audience and placement optimisation.
- Creative is produced by our in-house AI creative team. You brief them and launch the assets; you do not design them yourself.
- Turnaround times are agreed in advance for each type of change, so requests come with a clear delivery time.
- Concerns are welcome when backed by platform facts, for example “this will be rejected in review” or “this will reset the learning phase”. Raising them never counts against you. Once a decision is made, you carry it out promptly.
If you believe every ad must complete its learning phase before any judgement can be made, this role is probably not the right fit. If you enjoy testing many ideas quickly and then scaling the winners hard, we would like to hear from you.
What you will do
- Set up and manage app install and subscription campaigns on Meta, Google Ads (App campaigns) and TikTok, across Singapore, Saudi Arabia and India
- Run Stage 1 direction tests to our playbook: clean account structure, equal budgets, correct optimisation events, fair delivery across directions
- Brief the AI creative team, launch assets within agreed turnaround times, and flag ad policy risks before launch
- Own tracking and attribution through our mobile measurement partner (Adjust), and keep the data accurate
- Report weekly on CPI, installs and conversion to subscription per market, plus the revenue trend; log each test result in our Playbook
What you need
- At least 1 year of hands-on experience running app install campaigns on Meta, Google Ads or TikTok
- Experience managing a monthly ad budget of at least USD 10,000 (or equivalent)
- Working knowledge of ad policies, account structure, bidding, learning phase and attribution (e.g. Adjust, AppsFlyer)
- Comfortable executing a defined playbook with speed and discipline, and with frequent creative changes
Good to have
- Campaign experience in the Middle East or India
- Experience with subscription apps or mobile games
- Basic understanding of A/B testing and statistical significance
What we offer
- Monthly salary: SGD 4000-6000
- Hands-on growth work across several markets, with direct access to the CEO
- Probation period: 3 months
Interested candidates please send in your CV to [email protected].
Equal opportunity
Lobah Play is an equal opportunity employer. We select candidates on merit, based on skills, experience and job-related criteria, regardless of age, sex, marital status, pregnancy, caregiving responsibilities, race, religion, language, nationality, disability or mental health condition.
Only shortlisted candidates will be contacted. Personal data submitted will be used only for recruitment purposes, in line with the Personal Data Protection Act.
