Game Advertising Strategy Lead

FUNFLY PTE. LTD.; Greater London; On-site; GBP 60,000 - 80,000; Full time

Job summary

A leading gaming company in Greater London is looking for an experienced Game Advertising Strategy Lead. This role encompasses the development and execution of advertising strategies to drive user growth and enhance player engagement. The ideal candidate should have over 5 years of experience in game advertising, a strong understanding of performance marketing, and excellent collaboration and communication skills. Responsibilities include optimizing campaign performance and conducting market analysis to adjust strategies per player insights.

Qualifications

• 5–8+ years of experience in game advertising, user acquisition, or performance marketing.
• Proven track record leading advertising strategy for mobile or online games.
• Strong understanding of performance-driven advertising across digital platforms.
• Excellent communication and stakeholder management skills.

Responsibilities

• Develop and execute game advertising strategies for growth.
• Lead advertising creative strategy and ensure quality output.
• Partner with teams to monitor campaign performance and optimise.
• Conduct market and player insights analysis.

Skills

Game advertising experience

User acquisition

Creative strategy

Performance marketing

Campaign optimisation

Data analysis

Communication skills

Job description

Role Overview

We are seeking an experienced Game Advertising Strategy Lead to own and drive strategic planning, creative direction, and optimisation of game advertising initiatives. This role sits at the intersection of user acquisition, creative strategy, and performance marketing, ensuring that advertising efforts effectively support player growth and business objectives across our game portfolio.

You will work closely with UA, Creative, Product, and Data teams to develop scalable advertising strategies, translate insights into high-impact creatives, and continuously improve campaign performance in a highly competitive gaming market.

Key Responsibilities

Advertising & Growth Strategy

• Develop and execute end-to-end game advertising strategies aligned with business growth and user acquisition goals.
• Define advertising positioning, messaging frameworks, and creative directions for different game genres, markets, and player segments.
• Translate product features and gameplay mechanics into compelling advertising concepts that resonate with target audiences.

Creative Strategy & Direction

• Lead advertising creative strategy, including concept development, narrative direction, and visual style guidance for ad creatives.
• Collaborate closely with creative teams (designers, motion artists, video editors, external vendors) to ensure consistency, quality, and effectiveness of ad outputs.
• Establish creative testing frameworks to validate hypotheses and scale high-performing concepts.

Campaign Optimisation & Performance

• Partner with User Acquisition and performance marketing teams to monitor campaign performance and identify optimisation opportunities.
• Analyse advertising data (CTR, CVR, ROAS, retention, LTV) to refine strategy and improve creative effectiveness.
• Drive iterative improvements through structured A/B testing and post-campaign reviews.

Market & Player Insights

• Conduct ongoing market, competitor, and trend analysis within the gaming and mobile advertising landscape.
• Leverage player behaviour insights and feedback to inform advertising strategy and creative direction.
• Adapt strategies for different regions, platforms, and audience segments.

Stakeholder & Cross-functional Collaboration

• Work cross-functionally with Product, Data, UA, and Publishing teams to ensure alignment between advertising strategy and game roadmap.
• Present advertising strategies, performance insights, and recommendations to senior stakeholders clearly and confidently.
• Support leadership in strategic planning, budget discussions, and long-term growth initiatives.

Requirements

• 5–8+ years of experience in game advertising, user acquisition, performance marketing, or creative strategy, preferably within the gaming or internet industry.
• Proven experience leading advertising strategy for mobile or online games, including live titles.
• Strong understanding of performance-driven advertising across major digital platforms.
• Strong strategic thinking with the ability to translate data and insights into actionable advertising strategies.
• Deep understanding of advertising creatives, including gameplay videos, short-form videos, static ads, and narrative-driven concepts.
• Data-driven mindset with the ability to interpret campaign performance metrics and optimise accordingly.
• Excellent communication and stakeholder management skills.