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.