Mid-Level Game / App Campaign Optimizer

Role Description

As part of BlueFocus, we're looking for a Mid-Level Game / App Campaign Optimizer with hands-on experience in overseas digital advertising to manage and optimize gaming/app campaigns across Google Ads, Meta Ads, TikTok Ads, and Moloco, driving user acquisition and campaign performance.

Responsibilities

1. Manage the end-to-end execution, monitoring, and optimization of paid advertising campaigns for gaming and app clients across major overseas platforms, including Google Ads, Meta Ads, TikTok Ads, and Moloco.
2. Develop campaign strategies, media plans, budget allocation, and KPI frameworks based on business objectives, game genres, target audiences, and different stages of the game/app lifecycle.
3. Monitor and optimize key performance indicators including CPI, CPA, ROAS, LTV, retention rate, conversion rate, and other relevant user acquisition and monetization metrics.
4. Analyze campaign and attribution performance using third-party platforms such as AppsFlyer and Adjust, identify performance gaps and growth opportunities, and develop actionable optimization strategies and execution plans aligned with the full game/app lifecycle.
5. Apply an understanding of different game genres—including casual games, RPGs, mini-games, and other mobile game categories—to develop appropriate audience, bidding, creative, and campaign optimization strategies.
6. Proactively collaborate with Creative teams to provide data-driven recommendations on ad concepts, creative direction, gameplay presentation, messaging, and creative iteration, ensuring alignment between creative strategy, gameplay presentation, target audiences, and campaign performance.
7. Continuously monitor campaign performance, identify issues or performance fluctuations early, and implement appropriate optimization actions across targeting, bidding, budget allocation, placements, and creatives.
8. Prepare regular campaign performance reports, post-campaign reviews, and strategic retrospectives, providing clear insights, learnings, and recommendations for continuous improvement.
9. Independently participate in client communications regarding campaign performance and optimization strategies, and contribute to mid-to-large scale client proposals and presentations when required.
10. Collaborate effectively with Account Management, Creative, Product, and regional teams to coordinate resources and ensure smooth project execution, while staying updated on platform algorithm changes, gaming advertising trends, competitor activities, and industry best practices; familiarity with AI tools and AI-assisted creative production/workflows is an advantage.

Qualifications

• Bachelor's degree or above; 2+ years of experience in overseas digital advertising optimization.
• Proven experience managing and optimizing game and/or mobile app campaigns across multiple advertising platforms.
• Strong hands-on experience with major overseas advertising platforms, particularly Google Ads, Meta Ads, TikTok Ads, and/or Moloco, with solid knowledge of campaign setup, audience targeting, bidding, budget management, and optimization.
• Strong understanding of gaming/app user acquisition and growth strategies, including conversion funnels, platform algorithms, creative optimization, and key performance metrics such as CPI, CPA, ROAS, LTV, and retention.
• Proficient with mobile attribution tools such as AppsFlyer and/or Adjust, with solid data analysis and attribution capabilities; proficiency in Excel or Google Sheets is expected.
• Strong problem-solving, client communication, and project management skills, with the ability to manage multiple campaigns and collaborate effectively with Creative, Account Management, and regional teams.
• Good working proficiency in English, with the ability to independently handle overseas advertising platform content and client requirements.
• Proficiency in Chinese (Mandarin) is required, including reading, writing, listening, and verbal communication. Familiarity with AI tools or AI-assisted creative workflows is an advantage.

中文版

职位描述

作为 BlueFocus 的一员,我们正在寻找一位具备海外数字广告投放实战经验的 Mid-Level Game / App Campaign Optimizer(中级游戏 / App 广告优化师),负责在 Google Ads、Meta Ads、TikTok Ads 及 Moloco 等平台管理和优化游戏/App 广告投放,持续提升用户获取效率及广告投放表现。

岗位职责

1. 负责游戏及 App 客户在海外主流广告平台的广告投放、日常监控及持续优化,包括 Google Ads、Meta Ads、TikTok Ads、Moloco 及其他相关海外广告平台。
2. 根据业务目标、游戏品类、目标受众以及游戏/App 所处生命周期阶段,制定广告投放策略、Media Plan、预算分配及 KPI 指标体系。
3. 持续监控并优化 CPI、CPA、ROAS、LTV、留存率、转化率 等核心用户获取及商业化指标,推动广告效果持续提升。
4. 熟练使用 AppsFlyer、Adjust 等第三方归因及数据分析平台,分析广告投放及用户转化表现,识别效果问题及增长机会,并结合游戏/App 全生命周期制定可执行的优化策略及执行方案。
5. 根据不同游戏品类特点,包括休闲游戏、RPG、小游戏及其他移动游戏类型,制定相应的受众、竞价、素材及广告优化策略。
6. 主动与创意团队协作,根据广告数据及用户反馈提出广告创意方向、素材概念、游戏玩法展示、文案及素材迭代优化建议,确保创意策略、玩法展示、目标受众及广告表现保持一致。
7. 持续监控广告表现,及时发现异常或效果波动,并针对受众、竞价、预算、广告版位及素材等方面采取相应的优化措施。
8. 定期输出广告投放效果报告、项目复盘及策略总结,提供清晰的数据洞察、项目经验及后续优化建议。
9. 能够独立参与客户日常沟通,针对广告表现及优化策略进行专业沟通,并根据项目需要参与中大型客户方案提案及汇报。
10. 与客户管理(Account Management)、创意(Creative)、产品(Product)及区域团队保持紧密合作,高效协调资源并确保项目顺利执行;同时持续关注广告平台算法变化、游戏广告行业趋势、竞争对手动态及行业最佳实践。熟悉 AI 工具及 AI 辅助创意制作/工作流程者优先。

任职要求

1. 本科及以上学历,市场营销、工商管理、传播学、数据分析或相关专业优先。
2. 具备 2 年及以上海外数字广告、Performance Marketing、Media Buying 或广告投放优化相关实战经验。
3. 具备游戏及/或移动 App 广告项目的实际投放及优化经验,并拥有多个广告平台的实操经验。
4. 熟悉海外主流广告平台,尤其是 Google Ads、Meta Ads、TikTok Ads 及/或 Moloco,熟悉广告账户搭建、受众定向、竞价策略、预算管理及广告优化。
5. 深入理解游戏/App 用户增长及广告投放逻辑,熟悉用户转化漏斗、平台算法、素材优化以及 CPI、CPA、ROAS、LTV、留存率等核心指标。
6. 熟练使用 AppsFlyer 及/或 Adjust 等移动归因工具,具备扎实的数据分析及广告归因能力;能够熟练使用 Excel 或 Google Sheets。
7. 具备较强的问题解决、客户沟通及项目管理能力,能够同时管理多个 Campaign,并与创意、客户管理及区域团队高效协作。
8. 具备良好的英语工作能力,能够独立处理海外广告平台内容及客户需求。
9. 具备良好的中文(普通话)听、说、读、写能力,此项为必要条件。 熟悉 AI 工具或 AI 辅助创意工作流程者优先。