Senior Principal Insights Analyst, Growth Marketing/UA - Mobile

The Insights discipline helps empower Rioters' decision-making to be more data-informed. We're an interdisciplinary group of scientists, consultants, and strategists from all sorts of backgrounds who join together to represent and advocate for gamers around the world. We believe that illuminating the globally diverse experiences, behaviors, and needs of gamers is critical to Riot living up to our player-focused mission. We're a group united by our love of games, science, and helping others succeed.

Riot's Publishing team is building a new function for email and campaign analytics to enhance player engagement and retention. We're seeking a Growth Marketing Analytics Lead to establish and scale our measurement, optimization, and forecasting for email, push, and multi-channel campaigns. This role will provide analytical rigor to marketing efforts, informing data-driven strategies for player growth. As the first in this function, you'll lay the groundwork for capturing, analyzing, and applying insights to boost Riot's global reach. You'll collaborate with Growth Marketing Leads, global publishing, and game product managers, reporting to a senior Publishing/Esports Insights lead. This hybrid position blends onsite work in Santa Monica, CA, with remote flexibility.

Responsibilities:

• Campaign Analytics & Optimization:

• Measure and analyze the performance of email, push notification, and multi-channel marketing campaigns, including open/click rates, conversion, retention, and revenue impact. Establish core KPIs and tracking metrics.

• Develop A/B testing and experimentation frameworks to optimize creative, messaging, targeting, and timing.

• Partner with campaign managers to proactively identify opportunities to improve ROI and player engagement.

• Audience Segmentation & Targeting:

• Build segmentation models to identify high-value audiences and tailor campaign strategies to different player cohorts.

• Collaborate with CRM and data teams to refine targeting and personalization strategies.

• Lifecycle Marketing Insights:

• Establish KPIs for lifecycle and email marketing programs, creating dashboards and reports for leadership visibility.

• Analyze player funnel behavior to surface opportunities for reactivation, upsell, and retention.

• Strategic Partnership & Influence:

• Work closely with publishing, creative, and product teams to ensure campaigns are data-informed from the outset.

• Present insights and recommendations to senior stakeholders in clear, actionable narratives.

• Foundational Build-Out:

• Define analytics best practices, tools, and reporting standards for this new function.

• Establish tracking, tagging, and data hygiene processes to ensure accuracy and consistency.

Required Qualifications:

• 7+ years in marketing analytics, growth marketing, or lifecycle marketing roles, with direct experience in email/push and campaign performance measurement.

• Proven track record in using data to optimize marketing strategies and drive measurable impact.

• Expertise in A/B testing, segmentation, and performance marketing analytics & attribution including modeling postback event flows, ad platform signal ingestion/return, and attribution models (probabilistic vs. deterministic) with implications to reporting

• Strong understanding of CRM systems, email marketing platforms, and analytics tools (e.g., Google Analytics, Tableau, Looker, Braze, or equivalent).

• Strong understanding of MMPs (mobile measurement) technology and mobile attribution.

• Familiarity with measurement and optimization approaches for full funnel, multi-channel campaigns.

• Proficiency in SQL and a statistical programming language (e.g., Python, R)

• Excellent communication skills, with the ability to translate data into actionable recommendations for creative and strategic partners.

• Comfortable operating in a new, evolving function with a mix of strategic vision and hands-on execution.

Desired Qualifications:

• Experience working in gaming, entertainment, or live-service product marketing.

• Familiarity with at least one of Riot’s mobile titles (Teamfight Tactics, Wild Rift, Legends of Runeterra)

• Familiarity with distributed data processing frameworks (e.g., Spark).

• Exposure to global and regional marketing campaign planning and execution.

For this role, you'll find success through craft expertise, a collaborative spirit, and decision-making that prioritizes the delight of players. We will be looking at your past studies, experience, and your personal relationship with games. If you embody player empathy and care about players' experiences, this could be your role!

Our Perks:

Riot focuses on work/life balance, shown by our open paid time off policy and other perks such as flexible work schedules. We offer medical, dental, and life insurance, parental leave for you, your spouse/domestic partner, and children, and a 401k with company match. Check out our benefits pages for more information.

At Riot Games, we put players first. That mission drives every decision in our quest to create games and experiences that make it better to be a player. Whether you’re working directly on a new player-facing experience or you’re supporting the company as a whole, everyone at Riot is part of our mission. And just like in our games, we’re better when we work together. Our goal is to create collaborative teams where you are empowered to bring your unique perspective everyday. If that sounds like the kind of place you want to work, we’re looking forward to your application.

It’s our policy to provide equal employment opportunity for all applicants and members of Riot Games, Inc. Riot Games makes reasonable accommodations for handicapped and disabled Rioters and does not unlawfully discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, handicap, veteran status, marital status, criminal history, or any other category protected by applicable federal and state law. We consider for employment all qualified applicants, including those with criminal histories, in a manner consistent with applicable federal, state and local law, including the California Fair Chance Act, the City of Los Angeles Fair Chance Initiative for Hiring Ordinance, the Los Angeles County Fair Chance Ordinance for Employers, the San Francisco Fair Chance Ordinance, and the Washington Fair Chance Act.

Per the Los Angeles County Fair Chance Ordinance, the following core duties may create a basis for disqualifying candidates with relevant criminal histories:

• Safeguarding confidential and sensitive Company data

• Communication with others, including Rioters and third parties such as vendors, and/or players, including minors

• Accessing Company assets, secure digital systems, and networks

• Ensuring a safe interactive environment for players and other Rioters

These duties are directly related to essential operations, safety, trust, and compliance obligations within our organization. Please note that job duties may evolve based on business needs and additional responsibilities may be assigned as necessary to maintain operational efficiency and security.