At Niantic, we’re passionate about real-world, social, mobile games that inspire players to go on adventures on foot with others! We are seeking an experienced Senior Director of Performance Marketing who brings deep expertise in building a world-class growth organization. You will take a meaningful, strategic leadership role to guide Niantic’s performance marketing efforts across user acquisition and branded reach advertising campaigns. You will be responsible for identifying, tracking, and validating the role of different paid media channels in our marketing mix, ultimately focusing on increasing the return on investment of the marketing budget across our mobile games portfolio.
Core Responsibilities
- Own the company’s performance marketing strategy, identifying the best use of resources to achieve scalable growth for our titles.
- Lead the Performance Marketing team (including User Acquisition, Ad Media, and Ad Production/Creative staff) to drive product awareness and interest, acquisition of new users, and re-engagement of lapsed players, helping the company achieve its key business objectives.
- Mentor and nurture the team with a culture of inclusion and collaboration, while building the best-in-class practices across growth fields.
- Manage the creative production process across all advertising media campaign types, working with internal art teams as well as outsourced resources / agency partners.
- Build trustworthy partnerships with cross-functional partners to guide the development of Niantic's marketing analytics infrastructure, including marketing automation, attribution, and analytics.
- Required in-office 2 days per week minimum, but additional days highly encouraged to help increase internal collaboration and partnership.
Qualifications
- 14+ years of marketing experience with a focus on data-driven acquisition marketing and branded reach / awareness advertising media knowledge.
- Experience leading performance marketing teams of 5+ individuals.
- Experience managing an overall marketing budget of $50 million or more, with focus on advertising media and creative/production efforts.
- Successfully built and shaped the planning and execution of complex, data-driven marketing programs including A/B experimentation, multi-touch attribution modeling, and causality testing,
- Experience managing a high-output creative production process, from ideation to production to testing and deployment.
- Familiarity with intermediate statistical methods and proficiency with popular analytics and data reporting tools (e.g., Looker, Amplitude, Heap, Tableau, etc.).
- Familiarity with standard mobile app engagement, monetization, and advertising performance metrics, including DAU, MAU, ARPU, ARPPU, CPI, retention rates, and CTR.
- Strong understanding of and experience in managing ATL (above-the-line) ad media campaigns and their role in driving 'top of funnel' user interest, especially when used in conjunction with user acquisition campaigns.
- Expert in mobile attribution methods and platforms (e.g., Appsflyer, Adjust, etc.)
- Deep knowledge of paid mobile ad media channels (e.g., Facebook Ad Manager, Google UAC, TikTok, Moloco, AppLovin, Unity, etc).
- Strong knowledge of the privacy environment on mobile, as well as the measurement frameworks available from Apple and Google.
- Demonstrated cross-functional communication and analytical skills to improve revenue prediction models and key performance indicators measurement.
- Familiarity with ASO and industry standards to improve conversion rates.
- Strong leadership presence and ability to lead both directly and through influencing executive team members to drive a given strategy in a fast-paced, global organization.
- Effective communicator via both written and verbal communications. Asynchronous communications with others is also important given the global distribution of our team across geos and time zones.
- Bachelor’s degree or equivalent experience in quantitative field, including but not limited to Computer Science, Engineering, Finance, Marketing, Data Science, Statistics, and Mathematics.
Preferred Qualifications:
- Passion for technology and entertainment, especially for Niantic’s products and mission.
- Experience in working with 3rd party IP (intellectual property) holders that may require brand / creative approvals.
- Adaptable leader that performs well in highly dynamic environments.
- Graduate degree or equivalent experience a plus (esp. in Business Administration).
The total compensation package for this position includes a new hire offer base salary range of $207,000 - $230,000 + bonus + equity + benefits.Individual pay within this salary range is determined by work location and additional factors, including assessed job-related skills, experience, and relevant education or training. Your recruiter can answer any questions about new hire total compensation during the hiring process. An overview of benefit offerings for your location can be found on the careers page.Niantic is the world’s leading AR technology company, sparking creative and engaging journeys in the real world.
Our products inspire outdoor exploration, exercise, and meaningful social interaction.Originally formed at Google in 2011, we became an independent company in 2015 with a strong group of investors including Nintendo, The Pokémon Company, and Alsop Louie Partners. Our current consumer titles include pioneering global-control game Ingress, record-breaking AR game Pokémon GO, and Pikmin Bloom. In November 2021, we launched our developer platform, Lightship, enabling creators to build immersive AR experiences around the globe.Niantic is an Equal Opportunity employer.
We believe that cultivating a workplace where our people are supported and included is essential to creating great products our community will love. Our mission emphasizes seeking and hiring diverse voices, including those who are traditionally underrepresented in the technology industry, and we consider this to be one of the most important values we hold close.We're a hard-working, fun, and exciting group who value intellectual curiosity and a passion for problem-solving! We have growing offices located in San Francisco, Sunnyvale, Bellevue, Los Angeles, New York, London, Tokyo, Hamburg, and Zurich.
