Product Marketing Manager

Role Overview

• The Product Marketing Manager plays a strategic and executional role in shaping Avakin Life's player marketing through a strong focus on data, targeting, and lifecycle optimisation.
• Working in close partnership with the Senior Product Marketing Manager, this role contributes to marketing strategy development while owning the design, execution, and optimisation of audience-led campaign approaches.
• The Product Marketing Manager translates high-level marketing and product priorities into clear audience strategies, campaign frameworks, and measurable plans that drive engagement, retention, and revenue.
• Working cross-functionally with Product, LiveOps, BI, Creative, Monetisation, UA, and Community teams, this role ensures marketing decisions are evidence-based, player-centric, and continuously optimised in line with player behaviour and business goals.

Key Responsibilities Strategic Planning & Lifecycle Ownership

• Contribute to marketing strategy through audience, lifecycle, and targeting expertise
• Define and maintain player segmentation frameworks supporting acquisition, engagement, monetisation, and win-back
• Partner with the Senior Product Marketing Manager to plan lifecycle strategies across key player cohorts
• Identify opportunities to improve relevance, timing, and impact of player communications

Marketing Planning & Calendar Contribution

• Co-own planning inputs into the unified marketing calendar, ensuring lifecycle and targeting considerations are embedded
• Translate strategic beats into structured campaign plans with defined audiences, objectives, and KPIs
• Surface dependencies, risks, and performance considerations during planning cycles

Campaign Strategy, Execution & Optimisation

• Design campaign frameworks including audience definitions, messaging objectives, channel mix, and success metrics
• Execute and optimise multi-channel campaigns across owned and organic channels
• Make data-driven decisions on campaign iteration, prioritisation, and optimisation
• Continuously test and refine campaign approaches to improve effectiveness

Data, Insight & Performance Analysis

• Own performance analysis for player-facing marketing campaigns
• Partner with BI to define measurement frameworks, dashboards, and reporting standards
• Interpret player data to generate actionable insights for current and future initiatives
• Present performance insights and optimisation recommendations to senior stakeholders

Brand & Creative Effectiveness Support

• Ensure brand voice and value propositions are applied consistently across audiences
• Inform creative direction through insight-led briefs, testing results, and performance feedback
• Support evaluation of creative effectiveness across channels and player segments

Social Media Strategy & Optimisation

• Contribute to social media strategy through platform-specific audience and performance insight
• Define targeting and content approaches by platform and player cohort
• Optimise social activity to support launches, LiveOps beats, and lifecycle goals

App Store Optimisation (ASO) Support

• Support ASO strategy through audience-driven messaging, keyword insights, and testing plans
• Execute ASO experimentation, including hypothesis development and performance evaluation
• Analyse store performance to inform future optimisation and messaging direction
• Support Google Play featuring through data-led timing and asset recommendations

Cross-Functional Collaboration

• Act as a strategic partner to Product LiveOps, Monetisation, UA, and Community teams on audience targeting and insight
• Ensure marketing considerations are represented in cross-team planning discussions
• Proactively surface insights, risks, and opportunities to the Senior Product Marketing Manager

Scope, Authority & Escalation

• Owns audience strategy, targeting frameworks, campaign optimisation, and performance insight
• Contributes to marketing strategy and planning with accountability for execution and iteration
• Does not own creative vision, brand positioning, go-to-market strategy, or final campaign sign-off
• Escalates prioritisation challenges, performance risks, or strategic misalignment to the Senior Product Marketing Manager

RequirementsEssential Experience

• Proven experience in product marketing, lifecycle marketing, or growth marketing, ideally within gaming, entertainment, or digital consumer products
• Demonstrated ownership of audience segmentation frameworks and lifecycle strategies (acquisition, engagement, monetisation, retention, win-back)
• Experience designing and executing multi-channel, audience-led campaigns across owned and organic channels
• Strong background in data-driven marketing, including performance analysis, testing, and optimisation
• Experience partnering with BI or analytics teams to define measurement frameworks, dashboards, and KPIs
• Proven ability to translate high-level product or business priorities into clear audience strategies and structured campaign plans
• Experience working cross-functionally with Product, LiveOps, Creative, Monetisation, UA, or Community teams
• Experience analysing campaign performance and presenting actionable insights to senior stakeholders

Desirable Experience

• Experience within live service games or mobile gaming
• Exposure to App Store Optimisation (ASO) strategy and experimentation
• Experience contributing to social media strategy and platform-specific targeting approaches
• Familiarity with monetisation strategies in free-to-play or digital product environments
• Experience supporting creative testing and evaluating creative effectiveness

Skills & Capabilities

• Strong analytical capability with the ability to interpret complex data into clear recommendations
• Commercial awareness and understanding of engagement, retention, and revenue levers
• Strategic thinking combined with hands-on execution capability
• Structured planning skills and attention to detail
• Clear and confident communicator, able to influence cross-functional stakeholders
• Proactive problem-solver with strong ownership mindset
• Comfortable working in fast-paced, iterative environments

Benefits

• Private Healthcare Plan
• Pension Plan
• Life Assurance
• Leave Package
• Work From Home
• Training & Development
• Employee Assistance Programme