Priscilla works as a Performance Marketing Manager in our Hutch office in Dundee. Here she is to demystify the role and share her career journey, including top tips for how to get into mobile gaming performance marketing.

Tell us a bit about your role?

My official title is Senior Performance Marketing Manager which means I oversee advertising campaigns that aim to find the right players for our games and, with the rest of the team, we look at the data to analyse which campaigns are working best for each of our games. I enjoy both the analytical and creative sides of performance marketing, and we’re constantly reviewing the impact of any changes we’ve made in the campaigns or the effect of a new game feature.

How long have you been at Hutch?

I can't believe this but I've been at Hutch for over 3 years now. Time flies when you are having fun! I am not as hands-on in terms of managing the campaigns as I was at the start but I work with a great team of people and I now focus on budget planning and strategy for the games whilst looking at other projects.

PRISCILLA'S CAREER JOURNEY

What did you do before Hutch?

Before I joined Hutch, I was also doing User Acquisition for mobile games. I've been working in the mobile games industry for over 15 years now and have had the chance to get involved in many aspects of game development and it all has been very interesting.

What made you want to apply for the job you now do?

I enjoy working in the user acquisition space and when the opportunity came up to continue doing it but with a bit more flexibility and better work/life balance, I jumped at it.

Any particular skills, experience, characteristics that you think were instrumental in getting your job?

I had already been in the games industry for a few years before I started doing user acquisition so had a bit of knowledge on how a games studio worked and had also done a bit of Appstore Optimisation (ASO) which looks at user acquisition but based on attracting users with the right store presence.

I studied Industrial Engineering at university which basically focusses on optimising processes so I already had an optimisation head on me, which proved invaluable as I learned about user acquisition and optimising campaigns and creative.

Anything else interesting about your career journey you’d like to share?

I never thought I would end up working in games growing up but good luck brought me here. I've been in the gaming industry for a long time now and my experience with the people I've worked with has been amazing. They truly are a friendly and passionate bunch.

What do you like most about working at Hutch?

I would say it is the Hutch culture and its people! Hutch strives to have an open and transparent environment where people can feel supported to do their job but also supported as individuals.

PRISCILLA'S TIPS

What career advice would you give your younger self?

Play more games, haha! On a more serious note, I would say to myself that it is OK to not have it all figured out by the time you leave school and that it is OK if plans change. The main thing at that point is to develop skills that are transferable as that can help you change paths more easily.

What are the best 3 tips you would give someone looking to get into a similar field?

Ideally, try to develop your analytical skills and feel comfortable working with data if you would like to move into the performance marketing space. And even though the role has ‘Marketing’ in it, a business or more analytical degree would be more suited for Performance Marketing. If you find a job listing that truly interests you, apply for the job. Especially at entry level, having the right skills and a willingness to learn can give you the right start, even if you lack the exact experience needed. Oh, and play more games!

What’s the best bit about your job? And what’s the hardest part / the bit you wished someone had given you a heads up on!

The best part of the job is that even though there can be a lot of recurring tasks, no two days are the same. I also like that the app advertising industry changes rapidly so you’re constantly learning which is good if you like a fresh challenge but, at the same time, it can also be the hardest part!

If you're looking to start a new chapter in your career, check out our current vacancies here: hutch.io/careers. We'd love to hear from you!