Marketing Manager – Player Acquisition, Gaming

Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in over 145 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.

dentsu Gaming is a division of dentsu group, leverages its deep cultural understanding and history of innovative to create impactful gaming marketing and media strategies. With a global network and strategic partnerships with industry giants like Roblox, Sony, Nintendo, Namco Bandai, Overwolf, and Anzu - dentsu Gaming helps brands authentically engage with the gaming community. Their expertise spans in-game advertising, branded integrations, and the development of original games, positioning them as leaders in the rapidly evolving gaming industry, as well as pioneers in media.  

Purpose of the Role:
dentsu Gaming is looking for a performance-focused, data-fluent media specialist to drive player growth across our gaming client portfolio. You will plan and oversee high-performance campaigns while building the dashboards and insights that sharpen every stage of the player journey, from awareness to acquisition and retention. Working within the media team of dentsu Gaming, you will be the connective tissue between campaign execution and strategic decision-making, helping clients and media teams monitor the full customer journey, the creatives, and the audience segments, then turning what you find into sharper strategy. This is a growth-focused media role centered on paid media and user acquisition, with CRM and organic in the mix. If you come from a strong performance or paid social background and want to apply that craft in gaming and entertainment, we want to hear from you.

Key Responsibilities

• Analytics and Performance Reporting: Build and manage dashboards tracking the metrics that matter (CPI, ROAS, LTV, retention) across channel, audience, and market. Bring organic and paid media data together into a single, unified dashboard environment that gives the client one clear view of performance. Use BI and visualisation tools to surface insights that guide investment decisions and land in client-ready reporting.
• Campaign Tracking and Measurement: Own the measurement setup so the data is trustworthy end to end. Ensure campaigns are tracked correctly in CM360 and GA4, and that tagging is implemented properly on the website, so every metric ties back to real player behaviour and every optimisation rests on solid data.
• Paid Media and Player Growth: Bring your strategic insight to the media team and make it clear and actionable. Advise on budget allocation across social (Meta, TikTok, Google), programmatic media, and the wider paid ecosystem. Define testing roadmaps, scaling approaches, and channel mix for both launches and live titles.
• Live Ops and Lifecycle Campaigns: Go beyond the launch. Design and oversee campaigns for post-release content, live events, churn prevention, and winback, keeping players engaged and re-engaged across the life of a title.
• Creative Testing and Optimisation: Design and run A/B tests at scale across creatives, formats, and messaging. Handle creative uploading and trafficking, partner with Creative teams to ensure assets meet platform requirements and convert, and build a culture of rapid, data-informed iteration.
• Audience and Competitor Analysis: Monitor audience behaviour and competitor activity, spot emerging signals across the gaming landscape, and turn them into segmentation frameworks and clear recommendations on who to target and how.
• Client Recommendations and Cross-Functional Collaboration: Turn the insights you gather into clear, confident advice for the client on what is working, what to shift, and where the next opportunity is. Act as the bridge between Analytics, Creative, Media, and Account teams, support pitches and strategic presentations with data-driven insight, and help maintain partner relationships that unlock testing opportunities for the wider team.

Qualifications + Skills:

• Several years in paid media, performance marketing, or campaign analytics
• Proven track record across multi-channel paid campaigns, ideally including paid social and programmatic
• Strong analytical instincts, comfortable in dashboards and BI tools, and able to turn data into recommendations
• Hands-on experience with campaign tracking and measurement (CM360, GA4, tagging and website implementation)
• Direct experience in gaming or entertainment is essential
• Experience with global or multi-market campaigns
• Desirable: mobile UA exposure and familiarity with MMPs (AppsFlyer, Adjust, or Singular); live ops or lifecycle marketing experience; programmatic or marketing mix modelling exposure

What we offer:

• This is a permanent role
• The team is based in our London office but operates under flexible working arrangements.
• As well as a competitive salary, you’ll enjoy a benefits package that you can tailor to your needs.

Inclusion and Diversity:

At Dentsu, we embrace diversity and inclusion, valuing the unique perspectives and contributions of every individual. We believe that diversity fuels creativity and innovation, benefiting our employees, partners, and communities.

We welcome applications from all individuals, regardless of race, ethnicity, nationality, religion, gender, gender identity, sexual orientation, age, disability, marital status, or any other protected characteristic. Beyond recruitment, we strive to create an environment where everyone feels respected, supported, and empowered to bring their authentic selves to work.