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Senior Lifecycle Marketing Specialist

California, United States (On-site)

Senior Lifecycle Marketing Specialist

2 Months ago • 3 Years + • Marketing • Undisclosed

About the job

14 skills required for this role

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html

multiplayer

marvel

tableau

data-analytics

excel

cross-functional-collaboration

growth-strategy

live-operations

alphabeta-testing

cross-functional

revenue-growth

talent-acquisition

organisational-skills

Job Description

As a Senior Lifecycle Marketing Specialist at Kabam, you'll play a pivotal role in shaping and executing the company's growth strategy. Your focus will be on lifecycle marketing, user acquisition, ad monetization, and strategic thinking. You'll work closely with marketing, creative services, and live ops teams to optimize player lifecycle engagement. Key responsibilities include developing and implementing large-scale email and push notification campaigns, formulating localized market strategies, leading content development, and collaborating with creative teams to deliver impactful messages. You'll also analyze campaign data, identify opportunities for improvement, and collaborate with game teams to understand product roadmaps and features.

Must have:

3+ years of experience in lifecycle marketing
Strong analytical and data-driven mindset
Effective collaboration and communication skills
Understanding of game engagement, monetization and creative strategy
Knowledge of CAN-SPAM and GDPR and email marketing best practices
Strong verbal and written communication skills
Excellent organizational skills and ability to prioritize workload
Strong attention to detail
Ability to perform data analysis
Experience with data analytics tools such as Tableau and Excel
Experience with Email tools such as Iterable, Validity, LiveClicker
Some experience with basic/intermediate HTML
Experience generating insights from data to improve KPIs
Experience working with Data Analysts/Data Scientists
Passion for games

Good to have:

Focus on mobile gaming
Experience with push notification tools
Experience with A/B testing
Experience with incrementality measurement

At Kabam, we’re constantly raising the bar of excellence in free-to-play gaming. We hire for passion and diversity so that we can triumph in our collective skill. Our teams are made up of a fusion of personalities and interests bound together by a collaborative nature, fun-loving culture, and a drive to do what it takes to make great games. And this is where you come in…

This is an exciting opportunity to take on a highly cross-functional role that will make a big impact on player satisfaction, community growth, and player retention. Reporting to the Senior Director, Growth Marketing, the Senior Lifecycle Marketing Specialist will focus on shaping and executing Kabam’s growth strategy, with a primary emphasis on lifecycle marketing, user acquisition, ad monetization, and strategic thinking. This person will work closely with our marketing, creative services, and live ops teams to optimize our Player Lifecycle Engagement efforts.

In this role, you can expect to be responsible for:

Strategy & Planning
Develop, implement and deliver large-scale email and push notification campaigns to drive comprehensive user engagement strategies that cover the entire player lifecycle, from onboarding to long-term retention, globally.
Formulate localized market strategies and tactics for major geos and regions, adapting approaches to match local nuances.
Lead and develop content development strategies in collaboration with Live Operations, Game, and Marketing teams.
Support in generating clear, detailed long- and short-term KPI projections and effectively communicating them to key stakeholders.
Stay updated on emerging best practices and technologies in the email and push notification marketing field, and share insights to the greater organization.

Creative Strategy & Collaboration
Ensure the quality and accuracy of all messaging content.
Collaborate with the Marketing Creative Services and Live Operation teams to support effective creative strategies that unlock growth and re-engagement potential.
Work directly with Creative teams, including graphic designers and email template designers, to develop visually appealing and brand-compliant email communications.

Engagement & Re-engagement
Utilize player data to design a strategic communication plan with personalized email and push notification content that is dynamic by player segmentation.
Develop evergreen email and push journeys for existing and new titles, to improve retention for new, lapsed and existing players.
Assist in defining comprehensive strategies for engagement re-engagement/retargeting, tailored to different markets.
Collaborate with the Growth Marketing team to find synergy from UA or Retargeting campaigns to generate a communication flow.

Process Improvement and Automation
Maintain campaign calendars and trackers, providing regular updates on the status of scheduled deployments, blockers, delays, etc.
Identify opportunities for process improvements to support ways to scale Lifecycle Marketing efforts.
Evaluate Lifecycle Marketing tools to understand opportunities to optimize push and email execution as well as automation.
Explore incrementality measurement for email campaigns for more accurate evaluation of direct impact to revenue.

Analysis, Reporting, A/B Testing
Collaborate with the Data team to assist in building reporting tools, automate operational processes, and estimate projections and LTVs.
Understand impact to KPIs and build forecasted trends impacted by Lifecycle Marketing.
Analyze the success of email and push campaigns using key performance indicators (KPIs), such as click-through rates, open rates, and unsubscribe rates.
Provide recommendations for improvement based on the results.
AB test push and email campaigns to understand direct impact to engagement and revenue impact of tested variables in order to optimize ongoing campaigns.
Identify gaps in data and reporting to improve measurement and evaluation of Lifecycle efforts.
Identify and recommend new opportunities for email and push notification campaign testing and targeting to enhance player engagement.
Partner with the data team to build a better pipeline for email and push KPIs and build a narrative of how we evaluate impact of lifecycle efforts.

Cross-functional Collaboration
Collaborate with game teams to understand product roadmaps, features, design, and economy, contributing insights for revenue growth.
Collaborate with Data Analysis, Game Teams, and Live Ops teams to ideate and implement AB split tests, and evaluate and report on their success.
Partner with the Marketing team to execute integrated campaign initiatives, providing value in assessing impact from Lifecycle Marketing efforts.

To be successful in this role, your background includes:

3+ years of experience in lifecycle marketing, with a focus on mobile gaming being a plus.
Bachelor's degree in Marketing, Business, or a related field.
Strong analytical and data-driven mindset.
Effective collaboration and communication skills.
Understanding of game engagement, monetization and creative strategy.
Knowledge of CAN-SPAM and GDPR and email marketing best practices.
Strong verbal and written communication skills with a proven track record of communicating effectively with members of all levels.
Excellent organizational skills and ability to prioritize workload.
Strong attention to detail.
Ability to prioritize workload.
Ability to perform data analysis; create test designs, analyze results, and deliver action items based on findings, as well as report on campaign success.
Forward-thinking with the ability to adapt in a dynamic industry.
Experience with data analytics tools such as Tableau and Excel.
Experience with Email tools such as Iterable, Validity, LiveClicker are a plus.
Some experience with basic/intermediate HTML.
Experience generating insights from data to improve KPIs and build out testing programs.
Experience working with Data Analysts/Data Scientists.
A passion for games

Excited by this opportunity? Kabam is dedicated to growing our diverse and inclusive workforce, so if your past experience doesn’t perfectly match the listed requirements we encourage you to apply anyways - you could be a great fit for this or other positions.

We invite you to apply now and start the conversation with us. Together, we can create and support some of the best games ever made and entertain the world!

About Kabam

Kabam is a world leader in developing entertaining, immersive, and highly social multiplayer games, bringing high-quality graphics, next-generation technology, and revolutionary gameplay to players around the world.

Kabam’s games, Marvel Contest of Champions, Shop Titans, and more have generated hundreds of millions of downloads and have received multiple awards including Apple’s Editor’s Choice and Google Play’s Best Game of the Year.

Founded in 2006, Kabam has studios and offices in Vancouver, Montreal and Charlottetown in Canada, Los Angeles and San Francisco in the United States, and in Seoul, South Korea. Kabam is a wholly-owned subsidiary of Netmarble Games.

Kabam is an Equal Employment Opportunity employer committed to building a diverse and equitable workplace, and inclusive environment for all existing and potential employees. Employment decisions are based on candidate qualifications and business need, not race, color, ancestry, place of origin, age, sex (including pregnancy), gender identity or expression, sexual orientation, political belief, religion, creed, marital or family status, medical condition, genetic information, physical or mental disability, military or veteran status, prior criminal conviction or any other protected class in accordance with federal, state or provincial and local laws and ordinances. Accommodations will be provided as requested by candidates taking part in all aspects of the selection process.

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