The CRM Lead position, reporting directly to the Live Product Director, is a key role at Build a Rocket Boy. As CRM Lead, you will be responsible for player-facing communication in preparation for the launch of BARB’s upcoming AAA title, Everywhere.
In this role, you will work closely with the Product Direction, Community, Analytics, DevOps, and Marketing teams at BARB, to create, develop, and execute player-facing strategies across all stages of a player’s journey through the game. Your team will have a direct impact on player acquisition, activation, retention, and revenue in Everywhere .
You will also be responsible for the initial hiring, onboarding, and line management of a small CRM Team here in Edinburgh, which will consist of CRM Manager(s) and Artist(s).
Responsibilities
- Create and execute customer engagement strategies on Everywhere , including customer journeys from various entry channels, with a focus on both Acquisition and Retention.
- Plan communication frameworks and tool sets, both internal (game) and external (social, web, e-mail, platforms), etc.
- Hire, train, and line manage CRM Manager(s) and Artist(s).
- Define Success KPI for all campaigns, working with Product, Design, and Analytics teams to ensure your team has the data they need to make an impact.
- Regularly collaborate with Community team on all customer-facing messaging, campaigns, promotions, and community events, to craft and massage the game’s voice.
- Report to Company Management and Game Teams regularly on efforts, impacts, and learnings of CRM.
- Coordinate with Product, Design, Customer Care & Community Management teams on campaigns, efforts, and promotions for players at various stages of their lifecycle.
- Be hands-on in player-facing content (including social) as the team is being hired.
- Cooperation and coordination with both internal BARB studios and external partners, including but not limited to agencies, publishers, media, etc.
Requirements
- A minimum of 3 years’ experience in a senior position in the gaming industry, as Senior CRM Manager, CRM Lead, Communications / Onboarding Lead, In-Game Marketing Manager, or equivalent.
- A keen knowledge of worldwide marketing trends in AAA online gaming. Experience or interest in mobile / F2P / is a bonus.
- Extensive experience creating campaigns in all stages of a player’s lifecycle, from Acquisition to Referral.
- Experience with multivariate testing in all stages of a player’s lifecycle, from Acquisition to Referral.
- Understanding of marketing, social, and in-game channels through the player’s lifecycle.
- Experience defining, iterating, and executing strategies in your field of expertise.
- An interest in building a data-driven environment – you want to understand our players, not just talk to them. You live by your KPIs.
- Knowledge of working with analytics toolkits (i.e. Amplitude, Looker, Google Analytics)
- A desire to work in a unique “AAA Start-up” environment – we run lean, and expect that you know when to jump in, when to delegate, and when to seek external solutions.
- Exceptional communication and presentation skills, written and verbal, in English.
- Team management experience, at a Senior, Lead, or Mentor level. You know how to hire and have helped to build a team.
- Experience working in an Agile environment is a plus.
- Bachelor’s Degree and/or equivalent experience.