Digital Media Manager

About the position

The Digital Media team leads strategy and execution of SEGA's paid media and paid influencer marketing campaigns across all PC & Console titles such as Sonic the Hedgehog, Persona, Metaphor: Refantazio, Yakuza/Like a Dragon, Total War, and Football Manager. Working with external agency partners and cross-functional internal teams, the digital media team defines strategy, manages execution, and leads analysis of our paid media efforts in the US, Canada, and across LATAM. The Digital Media Manager role will collaborate with the individual teams under Marketing Services, Consumer Insights, Business Planning, Sales, Brand, Transmedia and Product Marketing team to usher in existing and new audiences into the SEGA ecosystem. This includes managing campaigns across paid media and paid influencer campaigns for both North America and LATAM regions. The right candidate for this role will be goal-oriented, data-driven and analytical with a passion for digital media, media planning/buying, catalogue marketing, detail-oriented, an eye for accuracy and a love of data. This person has a deep understanding of the relationship between media metrics, reach/frequency and sales with an emphasis in catalogue marketing. The ideal candidate will have experience of working on product launches in the gaming industry. This role reports into the Director of Digital Media, is based in the Irvine, CA office and will require to be on-site a minimum of 3 days per week.

Responsibilities

• Develop accurate and effective media plans designed to drive highly targeted, high frequency conversion campaigns for SEGA's console, and PC games.
• Manage awareness and conversion campaigns, testing a variety of traffic sources and targeting refinements with the goal of driving purchase intent, traffic to sega.com and maximizing return on investment.
• Coordinate assets and QA within our external agency and internal teams to ensure edits and adjustments are made to specification.
• Ensure that campaign KPIs are met and provide a detailed interpretation of performance data, identifying new opportunities.
• Create and run AB tests and be able to interpret and represent data to wider team members.
• Analyze campaign and research data and present findings to brand marketing teams and executives.
• Ensure games and campaigns are tagged and tracked correctly, defining event goals associated with conversion objectives and support product marketing teams during implementation.
• Lead the measurement and analysis of media campaign performance and ensure campaign optimization is happening in an on-going basis.
• Manage SEGA's media agency of record and influencer agencies while maintaining point of contact for conversion and media campaigns.
• Perform other duties as assigned.

Requirements

• 5+ years' experience in digital marketing with a focus on media planning.
• Hands on experiencing directly planning and managing digital paid media campaigns and presenting media plan and findings in a concise fashion.
• Knowledgeable with game marketing, specifically catalog marketing and eCommerce with an emphasis on performance marketing driving to digital storefronts.
• Expert in digital, programmatic, paid search, and social media platforms. Advanced knowledge in Amazon, Google, Meta, and Tik Tok required.
• Deep understanding of how to use media to drive awareness and conversions of console and PC gaming brands.
• Knowledge of directly using industry planning and research tools such as Kantar, ComScore, GWI, and Nielsen.
• Intellectually curious with strong analytical skills, including demonstrated ability of performing complex data analysis and building data-driven reports.
• Experience of working with development teams and media outlets to properly implement and test analytics tracking.
• Experience working with audience builders to run retargeting campaigns.
• Strong project management skills and ability to multi-task in a fast-paced environment under tight deadlines.
• Ability to analyze, draft, and share presentations to the executive team in a clear and effective manner.
• Self-motivated, revenue driven and passionate about supporting SEGA in the online games space.
• Outstanding oral, written and multi-cultural communication skills.
• Must be detail oriented, possess good time management as well as business process management skills and be able to prioritize in a changing environment.
• Ability to travel. This position requires occasional day and overnight trips away from the traditional business setting.
• Active player of PC and console games, able to understand the perspective of both casual, mid-core and even hard-core gamer.

Benefits

• Hybrid Work Model