Principal, Growth Lead

About the role

We're looking for a strategic, player-obsessed Growth Lead to help launch and grow one of our games. You'll partner closely with Brand Marketing, Publishing, Product, Lifecycle Marketing, Performance Marketing, and external platform partners to ensure our biggest publishing moments reach our growth audiences in addition to our loyal fans. You will develop growth strategies that complement brand marketing by identifying high-value player segments, uncovering actionable insights, and translating those insights into targeted marketing programs across Riot's growth channels. Success requires equal parts strategic thinking and operational excellence—thriving in ambiguity, developing insights where they don't yet exist, understanding modern marketing technology, and building executable plans that drive measurable business impact.

Responsibilities

• Partner with Brand Marketing and 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 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 creative 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.
• Prioritize within these opportunities and develop a roadmap for how to address them over time in alignment with the overall product and publishing strategy.

Requirements

• 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!

Benefits

• Open paid time off policy and flexible work schedules.
• Medical, dental, and life insurance.
• Parental leave for you, your spouse/domestic partner, and children.
• 401k with company match.

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. We aim to create collaborative teams where you are empowered to bring your unique perspective every day.