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Marketing Manager

Marketing Manager

ConfidentialSurat, India
7 days ago
Job description

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

  • Google Ads / UAC
  • Meta Ads
  • YouTube Studio
  • GA / Looker Studio
  • Firebase / OneSignal / Braze
  • Notion / Jira
  • Google Slides / Sheets
  • Canva / Figma
  • X Pro (TweetDeck)

    • Skills Required

    Canva, Youtube, Jira, Firebase, Figma, GA, Google Slides

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