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Marketing Manager

2 weeks ago

Ho Chi Minh City Metropolitan Area, Vietnam LECO Studio Full time $45,000 - $80,000 per year

Role Overview

You will be responsible for:

  • Building and executing
    launch and growth strategies
    for our Roblox games.
  • Driving
    player acquisition, engagement, and retention
    across multiple titles.
  • Turning our games and co-production projects into
    consistent, measurable results
    – not just vanity metrics.

You'll work directly with the founders, game producers, and external partners (other studios, influencers, agencies). This is a
builder role
: you think, plan, execute, test, and optimize – personally.

Key Responsibilities

1. Go-to-Market & Launch Strategy

  • Design
    end-to-end launch plans
    for new games: positioning, target audience, key messages, timelines, channels.
  • Set
    launch goals and KPIs
    (installs, CCU, DAU, retention, conversion) and track them weekly.
  • Work with game designers and producers to align
    in-game events, features, and content
    with marketing beats.

2. User Acquisition & Growth

  • Plan and run
    paid campaigns
    on platforms such as Meta, TikTok, YouTube, Google UAC, etc.
  • Test and optimize
    creative, audiences, and offers
    with a performance mindset (ROAS, CPI, LTV).
  • Collaborate with our dev/data team to set up
    tracking and attribution
    (UTMs, dashboards, event tracking).

3. Community, Social & Influencer Marketing

  • Build and manage
    community channels
    (Discord, TikTok, X, YouTube, Roblox groups/events).
  • Develop
    content calendars
    that support feature updates, events, and limited-time campaigns.
  • Identify, negotiate, and manage
    UGC creators / influencers / YouTubers
    in the Roblox and broader gaming ecosystem.
  • Turn players into
    advocates
    via events, challenges, contests, and in-game rewards.

4. Co-Production & Partnership Support

  • Support
    co-production partners
    with launch kits: key messages, assets, timelines, and marketing playbooks.
  • Coordinate joint campaigns with partners (cross-promo, shared events, collab content).
  • Ensure
    brand consistency
    and professional communication across all external partners.

5. Data, Reporting & Iteration

  • Build and maintain
    simple but clear dashboards
    for key titles (DAU, retention, CPI, ROAS, etc.).
  • Turn data into
    actionable decisions
    : what to stop, scale, or fix.
  • Run
    post-analysis
    after each launch and major event – learn fast and implement changes.

6. Brand & Process Building

  • Help define and refine the
    studio's brand narrative
    and positioning.
  • Build
    basic processes and templates
    (launch checklists, brief formats, reporting templates) so we're faster next time.
  • Work with artists / designers to ensure our
    visual identity
    is consistent across store pages, social content, and partners.

Must-have:

  • 3–5+ years
    in marketing for:
  • A
    game studio / publisher
    (mobile, PC, console, or Roblox/UGC),
    or
  • A
    marketing / creative agency
    where you handled
    game / app / entertainment
    clients.
  • Proven experience
    launching or scaling
    at least one game/app (can show metrics, campaigns, or case studies).
  • Solid understanding of
    free-to-play dynamics
    : user acquisition, retention, monetization basics.
  • Hands-on experience with
    paid advertising
    (Meta, TikTok, Google, etc.) and/or creator campaigns.
  • Strong
    project management skills
    – you can run parallel campaigns without losing details.
  • Comfortable working in a
    fast, low-structure startup environment
    : you build your own processes.
  • Professional written and spoken English.

Strong plus:

  • Experience with
    Roblox
    , UGC platforms (Fortnite Creative, etc.), or kids/teen gaming audiences.
  • Experience managing
    creator / influencer campaigns
    in gaming.
  • Basic understanding of
    analytics tools
    (Firebase, AppsFlyer, Adjust, or in-house dashboards).
  • Ability to write or edit
    marketing copy
    (store pages, social posts, simple scripts).
  • Prior experience in
    co-marketing / partnerships
    with other studios, tools, or brands.