As a Marketing Artist at Voodoo. I have cultivated my skills and expanded my knowledge of diverse advertising campaigns
The past 3 years in the growth engine at Voodoo has provided me with comprehensive insights into the mobile gaming landscape. In addition to refining my personal management abilities, my role has involved successfully overseeing onboarding processes, managing small teams, and leading various projects, including ASO optimization, alternative network campaigns and exploration in SFX needs within the company. On a daily basis, I have played a crucial role in crafting engaging and high-performing advertisements for our growing portfolio of games, with a specific focus on the puzzle and midcore game segment. I have actively contributed to the development and testing of ads, taking a proactive approach in adapting to various test outcomes and campaign results. Furthermore, I have been instrumental in leading game launches and managing different projects, such as app store optimization initiatives encompassing screenshot development, icon testing, and the creation of templates to streamline these processes, and finally a full SFX project including a strict hiring process and extensive testing spanning 4 months.
More recently I have taken a hands on position as creative lead for one of our midcore game titles, day to day I am writing creative guidance, communicating directly with the studios, creating disruptive marketing campaigns and managing a team of 4 skilled individuals to execute our marketing goals.
Disruptive Marketing with performance driven results
Over the past three years at Voodoo, I've led disruptive marketing strategies that have significantly impacted the midcore gaming segment. By leveraging innovative advertising hooks rooted in dynamic gameplay mechanics, I've crafted compelling campaigns for titles such as Cup Heroes Monster Survivor and Bag Fight. These campaigns focused on engaging players, ensuring our marketing messages were not only eye-catching but also deeply resonated with our target audience. Collaborating closely with our marketing game developers, I designed marketing content that accurately reflected gameplay enhancements, ensuring alignment between our efforts and in-game experiences. Re designing simple game mechanics and implementing known performing elements from the industry formed a large part of the benchmark experience; crafting ads we knew would perform!
A huge task when designing advertising for midcore titles is to consider how to develop a mechanic that is easy to understand to the user, many times this means re designing and working with our developer teams to create a narrative and gameplay loop that’s easy to follow, as a trade off we must consider how to maintain ROAS by increasing player LTV, if a player lands on the store and doesn’t recognize the game they saw in an ad our efforts become redundant. A main point of combat for this involved evolving our advertising hooks to keep pace with changing trends and player preference whilst maintaining key assets and placements found in the game.
Captivating Puzzle Gamers Through Innovative Motion Design
In the world of puzzle gaming, the magic often lies in simplicity infused with creativity. I've harnessed my strong motion design skills to reimagine simple game mechanics, transforming them into visually compelling stories that resonate with players. By animating and breathing life into core gameplay elements, I've showcased how even the most straightforward puzzles can offer engaging and immersive experiences. This process involves not just illustrating the mechanics but elevating them—highlighting subtle details and motions that make the gameplay feel both intuitive and exciting.
Beyond recreating existing mechanics, I've actively brainstormed fresh ways to highlight our products. This includes exploring meta-features that add layers of depth to the games, conceptualizing new characters that players can connect with, and designing diverse locations that expand the game's universe. By focusing on these aspects in our advertisements, we've crafted narratives that go beyond the game itself, inviting players into a broader world. This holistic approach to motion design not only enhances visual appeal but also drives player engagement by offering a richer, more enticing glimpse into the game's potential.
In games like this our marketing angle shifts slightly, we’re less concerned with how cheap it is to acquire players and more with targetting high value players that will spend internally. This leads to far more creative solutions to keep our players engaged.
Leading High-Stakes Projects and Pioneering Emerging Technologies
Beyond my core focus areas, I've embraced high-stakes work that demanded swift innovation and strategy. Working on Be Real, required me to rapidly develop and implement marketing strategies, for this new app in the portfolio, equally for newly acquired games, ensuring a seamless integration into our portfolio while maximizing its market impact. Navigating tight deadlines and high expectations, I collaborated closely with cross-functional teams to craft compelling narratives and advertising campaigns that resonated with a broad audience, ultimately elevating the game's visibility and success.
During the NFT boom, I spearheaded initiatives that explored the intersection of gaming and this emerging technology. Leading these larger projects, I delved into uncharted territories, conceptualizing and executing marketing strategies for NFT-related gaming experiences.