layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

LAYIQ - Principal, Growth Lead - League of Legends at Riot Games

Partner with game publishing teams to develop growth marketing strategies that extend and amplify integrated marketing campaigns.
Identify underserved or strategically important player audiences and develop targeted approaches to acquire, engage, retain, and reactivate those players throughout the product lifecycle.
Build audience growth strategies grounded in player insights, behavioral data, experimentation, and market understanding, especially in spaces where existing research is limited or incomplete.
Translate campaign objectives into channel-specific growth strategies and strategic briefs across Lifecycle Marketing, Performance Marketing, Paid Media, Platform Marketing, and other growth channels.
Lead cross-functional planning between Game Marketing, Lifecycle Marketing, Paid Media, CRM, Creative, Analytics, Data Science, and external partners to deliver coordinated growth campaigns.
Partner with game publishing teams to scope, brief, review, and deliver marketing assets optimized for growth channels while maintaining alignment with the game's broader marketing strategy.
Collaborate with external platform partners and managed-service media partners to identify incremental opportunities and execute high-impact campaigns.
Develop and optimize personalized player experiences across owned channels including email, push notifications, websites, search experiences, app stores, and future engagement surfaces.
Understand the capabilities and constraints of Riot's marketing technology ecosystem and design executable strategies that maximize available tooling while identifying opportunities for future capability investment.
Define measurement approaches, monitor campaign performance, synthesize learnings, and deliver actionable recommendations that improve future publishing strategies.
Champion experimentation by designing and evaluating tests that improve player acquisition, engagement, retention, and lifecycle effectiveness.
Build trusted relationships across game teams and publishing disciplines, influencing strategy through expertise, insights, and measurable business outcomes.
Continuously evaluate emerging marketing channels, technologies, and industry trends to identify scalable opportunities that advance Riot's growth capabilities.
Prioritizing within these opportunities and developing a roadmap for how to address them over time in alignment with the overall product and publishing strategy.
Required Qualifications: 8-12+ years of experience in Growth Marketing, Lifecycle Marketing, Performance Marketing, CRM, or related marketing strategy roles.
Demonstrated expertise developing data-informed marketing strategies that drive measurable player or customer growth.
Strong understanding of audience segmentation, customer lifecycle management, personalization, experimentation, and marketing analytics.
Expertise partnering across creative, product, analytics, media, engineering, and operations teams to deliver integrated marketing programs.
Strong analytical mindset with the ability to synthesize qualitative and quantitative insights into actionable strategies.
Expertise in working with modern marketing technology platforms, CRM systems, experimentation frameworks, or advertising ecosystems.
Expert strategic communication and stakeholder management skills with the ability to influence without direct authority.
Expertise balancing long-term strategic thinking with tactical execution in fast-moving environments.
Expertise supporting or collaborating within entertainment, sports, or culture-driven ecosystems.
Passion for games and a deep curiosity about player behavior, motivations, and evolving audience needs.
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

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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.

Principal, Growth Lead - League of Legends

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