Senior Lead, User Acquisition

About the Role

Wealthsimple is looking for a Lead, User Acquisition to own and scale the paid and organic acquisition engine for one of Canada's most-loved fintech apps. You'll lead a team of three and operate with real autonomy — setting strategy, building systems, and driving measurable growth across paid channels.

This is a role for someone who thinks like a growth architect, not a media buyer. You'll be accountable for the full acquisition loop: channel strategy, creative testing frameworks, attribution infrastructure — all tied directly to CAC and payback targets.

What You'll Do

• Own Wealthsimple's user acquisition strategy across paid channels (Meta, Google, TikTok, Apple Search Ads)
• Lead and develop a team of three working across performance, creative, and in-platform execution — setting direction, removing blockers, and building systems that compound their output
• This is a hands-on role. You'll be in the ad platforms daily — analyzing performance, running tests, and making optimizations yourself. We're looking for someone who enjoys the craft of execution, not just the strategy behind it.
• Build and maintain a rigorous creative testing framework — establishing kill logic, CPA thresholds, and iteration velocity to consistently surface winners
• Own mobile attribution infrastructure: serve as the primary decision-maker on MMP configuration, incrementality testing methodology, and resolving discrepancies between platform-reported and true performance
• Design and implement UA automation — from bid management and ad pausing logic to performance reporting — to maximize output per headcount
• Own full-funnel thinking beyond the ad platforms — identifying and driving conversion improvements across the onboarding journey in collaboration with product and engineering
• Establish incrementality testing programs (geo lift, platform lift, holdout tests) to build conviction in channel spend beyond last-click attribution
• Maintain a clear, defensible measurement framework — including a point of view on MMP vs. platform-reported discrepancies, view-through vs. click-through attribution, and enhanced matching strategies

What You Bring

Must-haves

• 10+ years in mobile user acquisition, with at least 5 years in a lead or senior individual contributor role
• Hands-on experience managing significant budgets across Meta and Google Ads, with working knowledge of TikTok and Apple Search Ads
• Deep understanding of mobile attribution — MMPs (Appsflyer, Adjust, or similar), SKAN, attribution waterfalls, and the practical gap between MMP and platform-reported data
• Experience building or operating creative testing systems with defined KPIs and kill criteria (cost per trial, cost per install, etc.)
• Comfort with automation tooling (Meta Ads API, Google Ads scripts, Claude Code) and a proven track record of instrumenting AI to scale output
• Strong analytical instincts — you can tell the difference between a signal and noise, and you build your measurement stack accordingly
• Experience managing a small team while remaining hands-on in the channels

Nice-to-haves

• Experience working cross-functionally with engineering teams to optimize funnels and conversion rates
• SQL proficiency for independent analysis and funnel diagnostics