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