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 

• 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

• 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

• 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

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