Scaling User Acquisition Means Rebuilding the Playbook Every Time
One of the most common assumptions in mobile growth is that entering a new product category is mostly a targeting challenge. If you've built a working UA function in one vertical, the thinking goes, you should be able to apply the same playbook somewhere else with a different audience.
I've rarely seen it work that way.
Over the past several years, I've worked across entertainment, photo and video editing, Health & Fitness, Mental Health, and utility products. Each of these categories pulls people in for different reasons, keeps them for different reasons, and responds to a different creative language. Expanding into a new vertical has never felt like adjusting campaign settings to me. It has meant rethinking how the whole UA function approaches the product, every time.
That's the lesson that's shaped how I think about building organizations, more than any single channel or platform change.
Early in my career,...
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