Programmatic Lead

Job description / Role

About the role

We are looking for a strategic and technically skilled programmatic lead to build and manage our global programmatic media buying function. In this role, you will own the strategy, execution, and optimization of user acquisition and retargeting campaigns across DSPs such as DV360, The Trade Desk, Moloco, Applovin, Liftoff, and others. This position requires a deep understanding of real-time bidding (RTB), audience segmentation, incrementality testing, and the mobile advertising ecosystem. You will work closely with the performance lead, martech, data, and creative teams to deliver impactful campaigns across web, mobile apps (iOS/Android), and alternative ad networks, especially in high-growth regions and sensitive verticals.

Key responsibilities

Programmatic strategy & execution

• Develop and execute global programmatic strategies across display, native, video, mobile app install, and engagement campaigns.
• Manage DSP platforms such as DV360, The Trade Desk, Liftoff, Applovin, Moloco, StackAdapt, etc.
• Build campaigns tailored to each platform's strengths (e.g., prospecting, retargeting, geo/language segmentation).

Audience targeting & segmentation

• Create granular audience segments using first-party, second-party, and third-party data.
• Set up custom bidding logic, lookalikes, interest clusters, and behavioral targeting.
• Implement frequency caps, whitelist/blacklist management, and brand safety protocols.

Optimization & performance analysis

• Own all optimization levers across programmatic campaigns: bidding strategy, creative rotation, time/day targeting, device prioritization, etc.
• Continuously improve key metrics: CPA, ROAS, LTV, CTR, viewability, and conversion rate.
• Run incrementality testing, holdout/control groups, and view-through vs click-through impact analysis.

Cross-functional collaboration

• Coordinate with the creative team for asset versioning, rich media formats, and A/B tests.
• Work with martech and tech to implement pixel tracking, postbacks, and conversion events via GTM, AppsFlyer, or Firebase.
• Collaborate with regional marketers for market-specific insights and compliance.

Reporting & innovation

• Maintain weekly dashboards and campaign reviews.
• Present platform-level and channel-level performance trends to the performance lead.
• Research and test emerging DSPs, exchanges, and advanced formats (e.g., CTV, DOOH, programmatic audio).

Requirements

• 5+ years of experience managing programmatic campaigns across multiple DSPs.
• Proven track record of driving results in app-first or mobile-centric performance marketing teams.
• Deep technical knowledge of DV360, Applovin, Liftoff, Moloco, or The Trade Desk.
• Strong understanding of programmatic supply chains, auctions, and bidding mechanisms.
• Proficiency in performance tracking using AppsFlyer, GA4, Firebase, or similar platforms.
• Strong analytical skills with ability to interpret data and pivot strategy accordingly.
• Experience in regulated or complex verticals (e.g., CFD, crypto exchange, gaming, fintech, online gambling, unlisted apps) is a strong advantage.
• Experience in handling budgets over $1 million.
• Must be able to speak fluent English.

Preferred qualifications

• Experience scaling campaigns in markets like Russia, LATAM, Southeast Asia, or MENA.
• Familiarity with creative versioning tools (e.g., Celtra, Smartly, or internal dynamic creative tools).
• Understanding of fraud detection, post-install quality metrics, and viewability benchmarks.
• Experience working on campaigns with user re-engagement, deep linking, and funnel segmentation.