Marketing Manager

Title : Marketing Manager — Growth & Brand (Gaming / Esports)

Employer :   Glazer Labs Pvt. Ltd. (brand : THRYL by Glazer Games)

Location :   Surat, Gujarat

• Full-time

Reports to : Head of Growth / COO

Compensation : Competitive salary + performance bonus

About THRYL

THRYL is India’s social-gaming & esports super-app for Gen-Z—community, 2,000+ casual games, creator-led tournaments, live streams, and ethical rewards (non-money gaming). We partner with studios and brands for UA, creator activations, and esports IPs.

Role Overview

You will own end-to-end marketing : performance UA, lifecycle / CRM, brand & content strategy, creator / influencer programs, esports / broadcast marketing, and B2B / product marketing. Your north star : high-quality installs, retention, and brand love—delivered with compliance and speed.

Key Responsibilities

Strategy & Planning

Build the annual / quarterly marketing plan mapped to growth targets, launches, and the esports calendar.

Define ICPs, segments, and messaging for Gen-Z gamers, creators, and partners.

Own channel mix and budget allocation across paid, owned, earned.

User Acquisition (Performance)

Plan, launch, and optimize campaigns across Google UAC, Meta, YouTube, OEMs / affiliates, networks.

Maintain CPI / CPE / CPL targets; implement creative testing (hooks, thumbnails, lengths).

Enforce UTM / AppsFlyer hygiene; partner with Growth on cohort quality and ROAS.

Lifecycle & CRM

Own push / email / in-app journeys (onboarding, activation, reactivation, winback).

Work with Product to run A / B experiments across FTUE, paywalls, offerwall prompts, and esports funnels.

Improve D1 / D7 / D30 retention and activation → first play rates.

Brand, Content & Social (in partnership with SMM / Design)

Set the brand narrative and content pillars; approve calendars for Instagram, X, YouTube, Discord, LinkedIn.

Ship hero moments : launches, tournaments, creator collabs, campus / community drives.

Ensure brand safety & guidelines across all surfaces.

Creator / Influencer & Esports Marketing

Develop creator tiers, briefs, and compensation frameworks with Growth. Co-market esports IPs : pre-buzz → live coverage → highlight reels → recap case studies.

Track creator ROI vs goals (installs, watch time, DAU reactivation).

Product & B2B Marketing

Turn features (live streaming, dashboards, rewards) into clear value props and GTM toolkits.

Publish one-pagers, decks, and case studies for studios / brands with the BD team.

Analytics, Ops & Governance

Build dashboards; review weekly business (installs, CAC / LTV, retention, content ER, creator ROI).

Standardize briefs, postmortems, and learnings into playbooks.

Ensure compliance with platform policies and India’s online-gaming norms (no money-gaming promotion).

Must-Haves

4–8 years in consumer-app or gaming / esports marketing with UA + brand ownership.

Hands-on with Google Ads / UAC, Meta Ads, YouTube, and affiliate / OEM channels.

Strong analytics (AppsFlyer / GA / Looker / Sheets), experiment design, and cohort thinking.

Demonstrated success improving installs, CAC, and retention; portfolio / case studies required.

Excellent creative judgment and brief writing; comfort working with designers / editors and creators.

Fluent in English & Hindi; gamer / creator culture awareness.

Nice-to-Haves

Experience with campus / community programs and livestream / broadcast marketing.

Tools exposure : Braze / OneSignal / Firebase for CRM; Jira / Notion for ops.

Familiarity with India’s online-gaming compliance landscape.

Tools You’ll Use

AppsFlyer