Games24x7 - Associate Manager - Affiliate Marketing

Introduction

Games24x7 is India's leading multi-game platform. Founded by Bhavin Pandya and Trivikraman Thampy in 2006, Games24x7 is an India headquartered online gaming company with a portfolio that spans skill games (RummyCircle and My11Circle) and casual games (Ultimate Games).

Backed by marquee investors including Tiger Global and The Raine Group, the company specializes in using behavioral science, technology, and artificial intelligence to provide awesome game playing experiences across all its platforms. Games24x7 operates RummyCircle, the largest online rummy platform in India, and My11Circle, one of the country's top fantasy sports platforms. The company has also set up a casual games studio, Ultimate Games, to launch new games for the global market.

With a community of over 70 million gaming enthusiasts, the company has recently ventured into the $70 billion global gaming market with specific focus on the United States and will continue to grow internationally and domestically through its innovative games. The diverse, talented, and passionate Games24x7 team is spread across three continents with offices in Mumbai, Bengaluru, Kiev, Philadelphia, and Miami.

For more information, visit www.my11circle.com.

Summary of Role :

- The individual will be part of the Acquisition Marketing Team for My11Circle.com.

Assistant Marketing Manager (AMM) plays a critical role in:

- Planning affiliate campaigns to meet business KPIs

- Managing relationships with existing affiliates - working collaboratively to identify potential to scale and execute campaigns

- Onboard quality new affiliates and scale them to meet the growth targets

- Analyzing the data on a daily/weekly basis to identify the growth opportunities/fraudulent behavior/anomalies

- Working with design team to strategize with creative ideas for campaigns

- Collaborate extensively with risk team to closely analyze and capture fraud users and work on fraud model optimization.

Work on conversion rate optimization

- Working closely with Marketing manager to handle operations parts of affiliate marketing

- This role will offer immense insights and learning in the online entertainment space and skill gaming industry in India. You will learn and implement the most innovative marketing strategies and use cutting edge marketing tools to implement various campaigns.

- You will get to work on various aspects of consumer marketing. Data is at the core of our business.

- AMM performs rigorous data analysis to take day to day decisions at all stages of player life cycle right from acquisition to retention. AMM will have to build an understanding of player behavior from all aspects.

- This understanding would then be used to come up with innovative and data-backed campaigns.

- The AMM can be a part of two sub-teams - Acquisition & Retention. This role is mainly for acquisition team as of now.

- Acquisition: The Acquisition team advertises on various media channels and drives new players to the site. This involves working with many online marketing networks, ad-networks, Google, Facebook, affiliates, partnerships and other ATL and BTL activities. The team works with in-house creative team and agency to come up with new acquisition concepts and creates new communication messages to talk to the masses and bring them to the site to play rummy

Responsibilities include:

- Understand user behaviour during acquisition, conversion, and retention stages by studying the game aspects, website features and player activity to obtain a holistic understanding of the product.

- Managing affiliate marketing for My11Circle to drive performance

- Strategize, implement and experiment (A/BTest) new creative communication ideas on the platform.

- Formulating and executing the customer acquisition strategy to drive traffic, retargeting, repeat purchase and cross-sell by working closely with the Revenue, Product, Tech and UX teams.

- Managing campaigns end-to-end including budget planning, targeting, copy, creative, day-to-day optimisation, A/B tests,etc.

- Lead the reporting, monitoring, tracking for the different campaigns & also publish appropriate performance dashboards

- Work with agencies to manage acquisition campaigns and hit monthly conversion and cost targets.

- Conceptualize marketing campaigns, craft messaging & build relevant workflows by segmenting the user base appropriately to identify opportunity areas in the user's lifecycle.

- Perform extensive campaign analysis daily, weekly, monthly to find growth opportunities.

- Drive and monitor A/B tests and data driven experiments to strive for continuous improvement in campaign metrics.

- Stays abreast of mobile & email marketing best practices.

- Conceptualize optimum customer funnel flow and liaise with product teams to get the necessary implementation done.

- Stay abreast of and recommends mobile & email marketing best practices.

- Take initiatives, identify pain points, improvement areas and work towards achieving a solution.

- This role requires a high degree of stakeholder management and provides exposure across departments and will be leading a small team

Minimum Job Qualifications:

- Minimum 2 years of Marketing Experience in Affiliate marketing (preferably) or similar areas of digital marketing.

- Strong understanding of the Digital Marketing ecosystem & skillsets for the same

- Excellent project management skills

- Can drive multiple high priority projects parallelly

- Extreme attention to details

- Excellent communication skills, both verbal and written

- Excellent team player

Ability to work with data and uncover insights into consumer mindset.

Location: Bangalore