Juani Vieytes
Let's talk

Hi, I'm Juani 👋

I help mobile apps and games grow with paid user acquisition, and I automate the busywork around it.

7+ years running UA in-house, first in mobile gaming and now in a travel app. I take on a few teams at a time as a fractional UA lead: I run the campaigns myself and build the reports, alerts and bidding tools around them.

Let's talk! My story
Round table 'Cómo escalar tu estrategia de Apps' at a Google office
🎤 Speaker at Google's round table "How to scale your app strategy"
🗓️ 7+years in user acquisition
🌍 50+markets managed
🚀 15+soft launches, 2 global launches
💰 €20M+spent on UA across my career

Companies I've worked with

  • Holafly
  • Etermax
  • Games Station Studio

How I got here

  1. 📣10+ years agoDigital marketing
  2. 🎮2019First UA job, team of one
  3. 🚀2020UA Lead at Etermax
  4. ✈️2025Built a UA team from scratch
  5. 💰Today€20M+ invested in UA, and counting

I've been doing digital marketing for more than ten years, and a little over seven ago I fell into user acquisition. I say “fell” because nobody grows up dreaming of optimising cost per install. But it hooked me fast: it's one of the few jobs where the numbers tell you the very next morning, with no tact whatsoever, whether your idea was any good.

Panel at a Huawei Ads event in Los Cabos, Mexico
🎤 On a Huawei Ads panel in Los Cabos, Mexico, in my Etermax days (2022).

I started at a small mobile games studio where the UA department was me: campaigns, ASO, dashboards, the lot. Then I spent almost five years at Etermax leading UA for new games: more than 15 soft launches, two global launches and the studio's first VR title. Soft launches are a great school of humility. Most games don't make it, and you learn to read the early numbers without falling in love with them.

In 2025 I swapped games for a travel app, with the job of building its UA team from scratch. I hired the team, took ownership of attribution end to end, and today I run paid acquisition across 50+ markets and six channels, reporting to the C-level. I went from being the only UA person in the room to building the room. The spreadsheets, though, followed me everywhere.

Until I got tired of them. I started building what I wish I'd had on day one: reports that arrive on their own, alerts when ROAS or spend drifts, fraud checks, creative dashboards, bid recommendations. Today most of the repetitive work runs without me (and never complains), and I spend my time on the decisions that move revenue. That is what I bring to the teams I work with.

And when I close the laptop, a bit about my life:

Juani surfing a wave
Surf lover
Aloha, a black and white dog, lying on the beach
Aloha, my beautiful dog
Juani with friends in the mountains
Always travelling!

What I can help with

Running and scaling User Acquisition

Integration, management and optimisation of your campaigns on Meta, Google, TikTok, Apple Search Ads, AppLovin, Unity and more. I connect the channels, run them day to day and keep tuning structure, bidding, budgets and creative tests.

Measurement you can trust

MMP setup and audits (Adjust, AppsFlyer), attribution settings, SKAN, fraud detection and incrementality tests, so you know which spend is really working.

Automation

Daily and weekly reports, Slack alerts, ROAS and payback dashboards, bid and budget recommendations. Built on your own data and owned by you.

Launches and new markets

Soft launch plans, KPI targets by stage, market prioritisation and the first campaigns. Useful if you don't have a UA person yet.

Creative development

Concepts, statics, videos and playable ads, made by designers on my team who specialise in apps and games. What we produce next is decided by performance data, not by taste.

Channels and tools I work with

Ad networks I've run campaigns on

  • Google Ads
  • Meta
  • TikTok
  • Apple Search Ads
  • AppLovin
  • Unity Ads
  • Liftoff
  • Moloco
  • Tapjoy
  • ChatGPT Ads

MMPs I've integrated end to end

  • Adjust
  • AppsFlyer
  • Singular

SDK and event setup, partner integrations, attribution settings, SKAN and cost data.

Data and analytics

  • BigQuery
  • Firebase
  • Amplitude

I bring MMP, ad platform and revenue data together in BigQuery, so every report comes from one source instead of five exports. Firebase for events, audiences and in-app analytics.

Dashboards and visualisation

  • Vercel
  • Looker
  • Tableau
  • Power BI

Custom dashboards coded and deployed on Vercel when you need something made to measure, or built in Looker, Tableau or Power BI if that's what your team already uses.

I build with AI, so you get more for less

I work with Claude Code every day. Pipelines, reports and dashboards that used to need a developer and several weeks now take me days. For you that means the output of a UA lead plus a small data team, without the cost of hiring one.

UA dashboard with revenue, installs, CPI, payback and ROI tiles

An example of what I build

A live UA dashboard I built from scratch: revenue, installs, CPI, payback and ROAS in one place. It runs on a demo app with simulated data, so you can click around freely.

Open the live demo

How we'd work together

  1. A call, no pitch

    You tell me where you are and what's not working. If I'm not the right person, I'll say so and point you to someone who is.

  2. A short audit

    I look at your accounts, your tracking and your numbers, and come back with what I'd change first and what result to expect.

  3. Fractional, month to month

    A fixed number of hours per week. You work with me directly, not with an account manager. No long contracts.

Experience

  • 2025 – today

    User Acquisition Manager, Holafly

    Built the UA team from the ground up. Own strategy, attribution and automation across 50+ markets and six paid channels.

  • 2020 – 2025

    User Acquisition Lead, New Games, Etermax

    Led UA for new titles: 15+ soft launches, 2 global launches and the studio's first VR game. ROAS, AdROAS and SKAN campaigns on Meta, Google and TikTok.

  • 2019 – 2020

    User Acquisition Manager, Games Station Studio

    UA strategy and ASO for the studio's mobile portfolio, plus its core dashboards and reports.

Find me on LinkedIn

It's where I'm most active and the fastest way to reach me. Connect or send me a message, I read them all.

Connect on LinkedIn

Tell me about your app

Send me a couple of lines about what you're building and roughly what you spend on acquisition each month. I answer every message myself, usually within a day or two.

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