Performance Marketing Specialist

About the role

The Performance Marketing Specialist drives player acquisition, revenue growth and marketing efficiency across the company portfolio by planning, executing and optimizing paid media campaigns.

This mid-level role reports to the Performance Marketing Director and is an integral part of the cross-functional marketing team, working closely with Brand Managers to understand the strategy and objectives of our games, and with the Creative team to ensure assets are aligned to channel and audience needs, and built to deliver commercial results.

Requirements

Role Responsibilities

• Planning  - Define and deliver paid media campaigns across paid media channels based on title objectives, target audiences, competitor analysis, budgets, ROI projections, channels & platform requirements.

• Launch  set-up and execution – Ensure precise set-up through hands-on management and checking of campaigns delivered through agencies / partners.

• Optimisation  – Deliver ongoing end to end optimization of campaigns and the player journey (e.g. UX of landing pages) based on performance metrics and best practices.

• Media Management  – Brief, negotiate, manage, and / or supervise campaigns with external partners like IGN, Future, Twitch, Discord, as well as Console partners like PlayStation (NetAds) & XBOX.

• Email & CRM  - Lead email marketing activity, including strategy, campaign planning, creative, segmentation, execution, optimisation and reporting.

• Reporting & Insights  - Translate paid media, analytics and store data into actionable insights, recommendations and internal benchmarks. Visualize and communicate these via a comprehensive reporting suite for internal teams and external studios.

• Performance-Led Creative  - Provide clear, performance-led briefs, that incorporate best-practice, and lead guidance to creative partners on video and static ad asset requirements.

• Legal & Data Compliance  – Partner with Legal and relevant teams to ensure advertising, tracking, cookies, CRM and other activity meets privacy and compliance requirements.

Technical Skills & Experience

• Hands-on  experience of running PC and console (mobile a bonus) campaigns across major platforms including Meta, Google, Reddit, TikTok, X & Snapchat.

• Videogame Industry  - Strong knowledge of the videogame sector including PC/console games marketing, endemic media, platform/stores, and the specific attribution challenges in our space.

• Optimisation -  Advanced campaign optimisation and performance analysis skills.

• Tools -  Strong experience with GA4, Google Tag Manager, event mapping/tagging and digital analytics;

• Email  – Extensive email marketing and segmentation experience; preferably using HubSpot and/or Mailchimp.

• Attribution  - Strong understanding of attribution approaches and tools, with the ability to work effectively where attribution is incomplete or evolving.

• Creative  - Understands Performance creative best practice across video and static assets.

• Analysis  – skilled at combining media, analytics and store data to build benchmarks.

• Privacy -  Strong understanding of digital privacy and compliance requirements across advertising, tracking, cookies and CRM.

• Mobile  advertising, MMP and mobile network experience within gaming is desirable but not mandatory

People Skills

• Project management skills and ability to manage competing priorities.

• Relationship and stakeholder management across internal & external partners (games studios a bonus).

• Analytical and commercial, with the ability to turn data into recommendations.

• Comfortable with assumptions & problem solving – accepting incomplete data, and making informed assumptions, testing hypotheses and building greater predictability over time.

• Clear communicator, able to brief partners effectively and champion the function.

• Adaptable and able to work across different games, audiences, budgets and campaign objectives.

• Adept at negotiation in the media space.

• Strong knowledge of the games market and trends.