Performance Marketing Director - The Sims Mobile

Growth Marketing is at the forefront of digital marketing. Through advanced solutions, transformative processes, and an audience-first approach, Growth Marketing focuses on data-driven decision-making, process simplification, and driving increased output, productivity, engagement, and revenue.

The Sims Mobile Performance Marketing Director will work closely with the Sims Franchise Senior Leadership team to create a marketing strategy that delivers on product goals and partner with channel experts to execute performance driven campaigns. This role sets the targets for performance, delivers strategic leadership for Franchise performance marketing efforts and influences a broader cross-functional team in a fast-paced, global organization.

This role requires unique leadership skills that combine deep mobile product marketing expertise with User Acquisition, Creative, Ad Media, ASO, and Performance Measurement knowledge. This role combines strategy and execution. You will need to have a track record of accomplishing strong performance marketing results for successful mobile games.

Responsibilities :

• Analyze market, competitor and audience analysis and strategy development to create practical marketing plans based on market demands
• Manage Sims Franchise strategy for mobile working closely with studio and Franchise Marketing
• Drive Go to Market strategy for all Sims products on Mobile platforms
• Partner with Analytics to take performance results and translate into actionable recommendations to optimize marketing strategies for business performance
• Guide marketing strategy into channel marketing efforts across Research, UA, ASO, Creative, Platform, etc.
• Set targets across full funnel from upper funnel advertising to user acquisition campaigns
• Manage the global marketing budget, ensuring efficient resource allocation and achievement of scalable product growth with full ROAS measurement in place
• Lead the cross-functional team (including User Acquisition, Creative, Platform, ASO and other channels) to drive product awareness and interest, acquisition of new users, and re-engagement of lapsed players, achieving the products’ business targets.
• Embedded collaboration with product on roadmaps, testing/experimentation, while building the best-in-class practices across growth fields for The Sims Mobile and xplatform experiences.

Qualifications :

• Experience developing Go to Market (GTM) for a successful mobile game launch planning and execution for new mobile games
• 10+ years of experience as a leader in mobile performance marketing for successful mobile games
• Demonstrated success managing multi-million dollar, global top of funnel and performance marketing budgets with end to end funnel measurement
• Experience supporting development at all stages from new game concept to WWL and mature live services
• A track record of delivering consistent mobile campaign improvement for live mobile games with a global audience
• Experience in marketing mobile games to a diverse audience and audiences of various generations including Gen Alpha/Gen Z/Millennials
• Ability to analyze data, move fast, and experiment constantly to improve metrics
• Ability to collaborate with and influence others, often without direct authority while respectfully leading discussions in area of focus to drive business results
• Excellent verbal and written communication skills
• You enjoy working with diverse teams
• You have a passion for The Sims games