Senior Lifecycle Marketing Specialist

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

Our success is due to the hard work of our people. We share our success with our people through flexible benefits and reward programs, sweet swag, snacks, and more. Here’s a look at some of the support we provide our people:

• Extended Health Coverage: effective day one, no waiting period! Our benefits cover health, dental, life, disability, and extended paramedical services such as vision care, mental health practitioners, massage, physiotherapy, acupuncture, and much more.
• DEIB Benefits: DEIB is important to us and to our people - that’s why our benefits include gender-affirming care, fertility care, and other hormonal treatments and drugs.
• Flexible Spending Accounts: our benefits are built on a flex credit model, so you’re able to choose the coverage levels that are right for you, and allocate the rest to a group RRSP/TFSA, Health Spending account, and/or Personal Spending Account.
• RRSP Matching: everyone retires eventually, and we help our people save for their futures with a contribution matching program once you reach 90 days with us.
• PTO and Parental Leave: we offer paid parental leave, flexible paid time off, paid time off for volunteering, sick leave, and holiday closures.
• Employee and Family Assistance Program: this program provides crisis management support, immediate mental health care, and generalized support for emotional, mental, and financial well-being.
• Telus Virtual Health: we provide increased access to remote healthcare providers for prescription refills or referrals from the comfort of your home.
• Learning and growth: We encourage people to grow both personally and professionally, and support this through regular lunch & learns and an education stipend.
• Pay transparency: We share with employees the pay range their role falls within and clear career maps to determine how they can grow within their role or level-up to a promotion.
• Cool spaces: Our offices are in San Francisco, Los Angeles, Vancouver, Montreal, Prince Edward Island, and Seoul. Whether it’s summers on the rooftop patio in Downtown Vancouver, watching the fireworks in Montreal’s South Shore, or trying local eats in Downtown Charlottetown - we want our people to feel like their time spent in office is worthwhile!
• Giving back: Our ‘Agents of Change’ initiative is how we support the communities close to our heart, and we have several events and fundraisers every year that Agents of Change organize.
• Hybrid Work: We aim to provide flexible arrangements that suit all work styles. All teams at Kabam are hybrid work environments, with a minimum of 2 days in-office to foster team collaboration and bonding. Full-remote options are also available for certain positions within Kabam.