Head Of User Growth

Core Mission： 在平台快速扩张阶段，主导面向C端用户的全渠道增长策略，以极佳ROI驱动新用户获取、激活与留存，建立可持续的本地化增长飞轮，直接支撑平台订单量和市场份额目标。 Lead all consumer-facing growth strategies during the platform's rapid expansion phase. Drive new user acquisition, activation, and retention at optimal ROI — building a sustainable, locally-adapted growth flywheel that directly powers order volume and market share.岗位职责/Responsibilities增长战略/Growth Strategy

• 制定全渠道用户增长策略与年度/季度目标（新增用户量、CAC、LTV、留存率），并向高层定期汇报 Define the overall user growth strategy and set annual/quarterly targets (new users, CAC, LTV, retention);
  report progress to senior leadership.
• 深度研究巴西本地用户行为与媒体触点，制定差异化打法，有效应对竞争对手 Research local user behavior and media touchpoints;
  develop differentiated growth approaches against key competitors.
• 设计并持续优化从曝光->
  下载->
  注册->
  首单->
  复购的全链路转化体系 Design and optimize the full funnel: exposure ->
  download ->
  registration ->
  first order ->
  repeat purchase.

• 统筹管理全渠道付费广告投放，覆盖Meta（Facebook/Instagram）、Google UAC、TikTok、YouTube及巴西本土平台（Kwai等） Own paid acquisition across Meta (Facebook/Instagram), Google UAC, TikTok, YouTube, and local platforms such as Kwai.
• 主导各渠道的账户搭建、预算分配、出价策略与素材测试体系，实现规模化增长 Lead account setup, budget allocation, bidding strategies, and creative testing frameworks to scale efficiently.
• 与Meta、Google、TikTok等平台官方建立合作关系，争取优质资源、Beta功能权限与政策支持 Build direct relationships with platform reps (Meta, Google, TikTok) to secure preferred access, beta features, and platform support.
• 管理并优化广告代理商/投放服务商合作关系，确保投放质量与成本控制 Manage agency partnerships and vendor relationships to maintain quality and cost efficiency.

• 结合巴西市场特点，设计补贴策略、首单激励与老带新（Referral）项目 Design incentive schemes, new-user subsidies, and referral programs tailored to Brazilian market dynamics.
• 与市场营销团队协同，整合线上线下资源，包括OOH户外广告、KOL/达人合作、PR等 Collaborate with marketing to integrate online and offline channels — including OOH, KOL/influencer partnerships, and PR.
• 深度理解巴西本地支付方式（PIX、Boleto等），优化下载到下单的转化路径 Understand local payment preferences (PIX, Boleto, etc.) and optimize the path from install to first transaction.

• 搭建完整的增长数据体系，包括归因模型（AppsFlyer/Adjust）、渠道效果看板与用户分层分析 Build a robust growth data infrastructure: attribution modeling (AppsFlyer/Adjust), channel performance dashboards, and user cohort analysis.
• 招募、培养并带领本地增长团队，建立清晰的KPI体系与标准化工作规范 Recruit, develop, and lead the local growth team;
  establish clear KPIs and standardized operating procedures.
• 定期向业务高层及总部提供增长数据复盘与策略迭代建议 Deliver regular growth reviews and strategic recommendations to senior leadership and HQ.

• 5年以上用户增长/付费投放经验，有独立负责大规模（月消耗百万美元级）广告账户的实战经历 5+ years in user growth or paid acquisition, with proven ownership of large-scale ad accounts ($1M+/month spend).
• 有在巴西或拉美市场工作的直接经验，深度理解当地数字广告生态与用户行为 Direct experience working in Brazil or Latin America, with deep knowledge of local digital ad ecosystems and user behavior.
• 熟悉Meta Ads、Google UAC、TikTok Ads等主流平台投放机制，具备跨渠道统筹管理能力 Proficient in Meta Ads, Google UAC, and TikTok Ads;
  able to manage cross-channel strategy holistically.
• 数据驱动，能独立搭建增长分析体系，熟练使用AppsFlyer或Adjust等归因工具 Data-driven mindset;
  able to independently build growth analytics and work fluently with AppsFlyer or Adjust.
• 中文或英语可作为与总部沟通的工作语言 Chinese or English for communication with HQ.
• 有带团队经验，能在快节奏创业环境中快速搭建并激励本地团队 Proven team leadership;
  comfortable building and motivating a local team in a fast-paced, startup environment.

• 有外卖、本地生活、O2O、打车或电商App用户增长的直接行业经验 Direct experience in food delivery, local services, O2O, ride-hailing, or e-commerce app growth.
• 有在中资出海企业或服务中资客户的代理商工作经历 Experience at a Chinese company expanding internationally, or at an agency serving Chinese overseas clients.
• 有从零启动新市场（Market Launch）的实战经验 Track record of launching a new market from scratch.
• 熟悉巴西本土特色渠道，如Kwai、WhatsApp Business营销、本地KOL生态等 Familiarity with Brazil-specific channels: Kwai, WhatsApp Business marketing, local influencer ecosystems.