Digital Acquisition Specialist

Tomplay is a leading innovator in the digital music industry, offering interactive sheet music for musicians of all levels. With a mission to transform the way people learn and enjoy playing music, we combine technology with creativity to deliver exceptional user experiences. The Tomplay app is used by more than 2M musicians in 157 countries. The company has entered into distribution partnerships with Yamaha and Kawai, the world's largest instrument manufacturers, as well as key licensing agreements with dozens of publishers, positioning Tomplay's platform as the leader in interactive music learning. Tasks Tomplay is seeking a highly skilled and performance-driven Digital Acquisition Specialist to drive user acquisition growth through SEA/Paid media, influencer marketing, SEO, ASO, and other relevant channels. Your mission will be to leverage these channels to develop and execute global acquisition campaigns which maximise ROAS, and drive Tomplay’s overall acquisition performance. Your responsibilities include: Paid Acquisition: Develop, execute, and manage data-driven, conversion-focused paid advertising campaigns across platforms — particularly Meta, Apple Search Ads, and other relevant networks — with strong focus on measurement, attribution, and continuous optimization. Produce, edit, and deliver high-quality ad creatives (videos, images and other formats) ensuring they meet the highest quality standards and align with brand guidelines. The creatives will be adapted to Tomplay’s diverse target groups and cover all main personas and expectations around learning/practicing/performing music at different skill levels and for various instruments. Leverage cost-efficient solutions such as creators, user-generated content (UGC), and AI tools to generate high-performing, qualitative creatives for acquisition campaigns, continuously testing and optimising them. Manage the advertising budget effectively, leveraging data, measurement, and attribution insights to optimise spend, maximise ROI, and drive overall performance outcomes. Oversee the localisation of all ads into 10+ languages, ensuring cultural relevance and high-quality translations for international markets. Influencer Outreach: Identify, onboard, and manage influencers, content creators, and online educators to drive user acquisition and revenue growth. Build long-term partnerships with key influencers, teachers, and communities (e.g., online music schools, instrument instructors, niche learning networks). Track and analyse influencer and community campaigns performance to optimise for conversion and ROI. SEO/ASO-Driven Acquisition: Research keywords and topics to identify growth opportunities and craft SEO-optimized, audience-relevant content that drives organic acquisition across Tomplay’s website, YouTube, and generative AI (ChatGPT etc.) platforms. Monitor and analyse performance using tools such as Google Search Console, Ahrefs, and Google Analytics, providing insights with actionable improvement plans to enhance rankings and traffic quality. Develop and implement ASO (App Store Optimization) strategies to enhance visibility and conversion on the App Store and Google Play, including keyword optimization, creative testing, and metadata updates. Requirements Extensive experience in managing performance-driven ad campaigns across Meta, Apple Search Ads, and Google Ads with a proven track record in ROAS optimization and in running and optimising successful acquisition and remarketing campaigns. You play a music instrument and can read music notation - this is essential to understand musician’s needs, create relevant ad content and address users preferences effectively. Ability to produce and edit ad creatives and copies (texts, videos and images) independently, with strong attention to detail and brand consistency. Familiarity with creators/UGC and AI tools to produce high-quality, cost-efficient creatives is a strong plus. Experience in SEO, including keyword research,