Performance Marketing Specialist (Gaming)

To own end-to-end planning, execution, and scaling of mobile game User Acquisition (UA) campaigns across major ad networks (Meta, Google Ads – AAC, TikTok, AppLovin, Unity, Mintegral, Moloco, Liftoff, IronSource) for the agency’s global game clients. The role drives installs and in-app events to hit target CPI / ROAS / LTV, leads MMP tracking integrity, mentors junior optimizers, and acts as the senior point of contact coordinating campaign delivery and client satisfaction.

Keys responsibilities:

• UA strategy & planning: Build channel mix, budget allocation, and bidding strategy for new game launches and live-ops campaigns; forecast CPI / ROAS / payback windows based on title genre, market, and historical benchmarks.
• Campaign execution & scaling: Set up, monitor, and scale campaigns on Meta Ads, Google Ads (UAC/AAC), TikTok Ads, and mobile ad networks (AppLovin, Unity, Mintegral, Liftoff, IronSource, Moloco) across iOS and Android; manage 6–7 figure monthly UA budgets with disciplined pacing.
• Performance optimization: Optimize toward game KPIs - CPI, CPA (tutorial, register, purchase), D1/D7/D30 retention, ARPU, ROAS, LTV; apply SKAdNetwork / AEM strategies for iOS and tEO/VO event optimization for Android; diagnose underperformance and lead recovery plans.
• Tracking & MMP ownership: Lead MMP setup and validation (AppsFlyer, Adjust, Singular, Branch, Kochava) - postbacks, in-app events, attribution windows, fraud filters; resolve tracking discrepancies with clients and platform reps.
• Creative strategy: Direct creative briefs (playable ads, video, gameplay cuts, UGC); design A/B test frameworks on creative, audience, bidding, and event optimization; identify winning angles and roll out scaling playbooks.
• Client management: Senior point of contact for game publisher/developer clients (VN / CN / SEA / Global); lead WBR/MBR reviews, present UA insights, and align on roadmap, pacing, and growth opportunities.
• Data analysis & reporting: Lead campaign analysis from ad platforms and MMP dashboards; deliver daily/weekly/monthly performance reports with cohort, channel-mix, and creative insights that drive client decisions.
• Team leadership: Mentor junior optimizers, review their campaign setups, and contribute to internal UA playbooks, SOPs, and platform certifications.
• Cross-team collaboration: Coordinate with creative, account, and overseas teams (CN HQ / regional offices); escalate platform issues with ad reps; share learnings across the gaming vertical.

Yêu cầu ứng viên

• Bachelor’s degree or above in Marketing, Business Administration, Communications, Economics, or a related discipline.
• 3–5+ years of hands-on UA / performance advertising experience, with at least 2 years running mobile game app campaigns (hyper-casual, casual, midcore, RPG, SLG)
• Proven track record managing monthly UA budgets of USD 50K+ per title and hitting target CPI / ROAS / LTV.
• Advanced proficiency in mobile UA platforms: Meta Ads (App Promotion), Google Ads (UAC/AAC), TikTok Ads For Business; hands-on experience with at least two mobile ad networks (AppLovin / Unity / Mintegral / Moloco / Liftoff / IronSource).
• Strong working knowledge of MMP tools (AppsFlyer, Adjust, Singular, Branch, or Kochava) - event setup, attribution, cohort analysis, and fraud filters.
• Solid grasp of SKAdNetwork, AEM, App Tracking Transparency (ATT), iOS 14.5+ measurement, and post-IDFA optimization tactics.
• Strong analytical skills - fluent in Excel/Google Sheets (pivot, VLOOKUP, advanced functions); BI tools (Looker, Tableau, Power BI) or SQL is a plus.
• Detail-oriented, able to lead multiple game titles and accounts concurrently without dropping execution quality.
• Proactive problem-solver with strong critical thinking, ownership mindset, and ability to operate independently with clients.
• Excellent interpersonal and communication skills, with proven ability to manage cross-regional, cross-functional collaboration and senior client relationships.
• Professional working proficiency in English or Mandarin Chinese required (Chinese is strongly preferred for working with CN-based game publishers).
• Senior level: prior experience mentoring/coaching junior optimizers or leading a small UA pod is a strong plus.

Quyền lợi được hưởng

• Income: competitive (base + UA performance bonus on KPIs hit)
• 100% salary during probation.
• Full social insurance contribution.
• Allowance: lunch, telephone, laptop.
• Benefits: birthday, marriage, and childbirth gifts; annual health check-ups.
• Internal engagement activities: Departmental quarterly team building, annual company-wide team building, and celebratory events for holidays/festivals.
• Growth opportunities: Quarterly performance reviews, promotion review twice-a-year, role-specific training policies (game UA playbooks, platform certifications, MMP enablement).
• Exposure to global game clients and overseas markets (SEA, CN, JP/KR, EMEA, LATAM).