EVP Performance Marketing
Green Man Gaming, United Kingdom
Job Description
About Green Man Gaming
Green Man Gaming is a multi-award-winning global retailer, publisher, and technology business in the video games industry. Working with the world’s leading gaming brands, Green Man Gaming sells games to millions of customers across 195 countries via its market-leading eCommerce platform. Green Man Gaming’s Publishing division offers more choice to independent studios as they navigate their route to market. The Digital Partners Program enables developers to opt for a mixture of publishing services, providing more flexibility to access the expertise and channels they require. Green Man Gaming continues to expand, increasing their service offering and reinforcing its footprint in global markets including LATAM, SE Asia amp; China.
ROLE OVERVIEW:
As the EVP Performance Marketing at Green Man Gaming, you will be responsible for bringing traffic, customers and revenue to the store profitably. You will oversee all performance marketing and lead a team of 12 channel experts across paid media, SEO, affiliates, influencers and CRM, as well as China and LATAM Territory Marketing Managers.
It’s a big role within the business and requires someone exceptional. Performance marketing operates at the very heart of the business and the team are of an extremely high caliber. Now is the time for the right person to step in and lead the function to its next stage of success.
KEY DELIVERABLES:
Key performance indicators in this role are:
- Traffic
- Cost of sale (CoS) / CPA
- Revenue
- New customer acquisition
- Customer retention
- Reactivation
The successful candidate will be laser focused on marketing ROI and must be comfortable with a fully flexible budget that can change frequently, dependent on the nature of the promotional activity at any given time. Strong leadership skills, the ability to work at pace and resilience to change are key. They should be comfortable being challenged and enjoy the tussle of a strong debate, whilst knowing how to have fun at the same time.
Requirements
Responsibilities
Strategy
- Support Green Man Gaming’s growth strategy through ROI-based approaches and data-driven acquisition tactics
- Own and develop the overall customer acquisition and retention strategy
- Deliver new initiatives for growth such as mobile development, internationalisation or new marketing channels
Team Leadership
- Lead, manage and motivate a team of 12 performance marketers
- Set them targets and goals that align to business strategy, then ensure those targets are delivered
- Communicate to the team daily following the 8.30 commercial meeting, to make sure they are fully abreast of the constantly evolving business requirements
- Inspire the team to take ownership of their individual areas and drive them forward
- Work across various business units such as trading, BI and product to bring a cohesive approach to all performance marketing initiatives
Data Led
- Ensure data is at the heart of all decision making by taking ownership of all marketing KPI’s from CPA’s to conversion rates and churn
- Continually be proactive in working with BI to make sure data is accurate and actionable insight is leveraged
Paid Media
- Oversee the execution of paid media campaigns across PPC, paid social and display globally
- Ensure these campaigns deliver ROI at agreed COS targets, which can flex daily along with margin levels on the store
- Work alongside the SVP Performance Marketing to optimise campaigns daily, always seeking out opportunities for improved conversion
- Stay on the cusp of new opportunities and technologies to constantly grow the channels
Affiliates
- Alongside the SVP Performance Partnerships, oversee the global affiliate programme
- Guide the SVP to allow for strong communication within the channel so that the 4,000 global partners are kept abreast of promotional activity
- Be responsible for the commercial structure of the channel so that it is profitable whilst driving volume
- Periodically review the programme, including network and agency selection to ensure it remains optimal
Influencers
- Via the SVP Performance Partnerships, oversee the Ambassador Programme
- Constantly grow the programme through the recruitment of new influencers and the optimisation of current ones
- Keep the programme commercially viable and oversee the remuneration structure
CRM
- Oversee all customer journey communications from welcome through to churn reduction and everyt