The Opportunity
With 150 million registered users globally, Neopets is one of the defining games of early internet culture. In the US and Canada, an estimated 1 in 2 Zillennials grew up playing it. That's tens of millions of adults who already have a deep emotional connection to this brand. We're just getting started rebuilding it.
Revenue has tripled since the revival. Our recent Gong Cha collab put us into 400 stores across the US and Canada, with merchandise landing in Walmart, Target, Hot Topic, and more. On the game side, we're doubling down on LiveOps and player growth. This is the role that owns that engine end to end.
The Role
You’d own the Neopian player lifecycle: how lapsed players come back, what makes them stay, what makes them spend, and what makes them tell their friends. You’d sit at the intersection of CRM, monetization, and player insights — designing lifecycle campaigns, targeting offers, and building the operating rhythm that turns activity into growth.
You’d lead a team of two analysts with the runway to grow it as the function scales. You’d report directly to our CPO. You’d partner closely with LiveOps on the event calendar, Product on live experience decisions, and Data and Engineering on tracking & dashboards.
We're a gaming company, not a corporate consumer brand. The culture is fun, open, and direct. About half the team is based in the US and Canada, with the rest scattered across time zones around the world. Be warned: the ambition is high and the team is small. That's the deal.
Player Lifecycle & CRM
- Own the lifecycle end to end — onboarding, activation, daily habit formation, retention, reactivation, and win-back — with clear revenue and reactivation targets.
- Own the player messaging stack: push, email, in-app, and web push — journeys, triggers, frequency capping, and deliverability/opt-in health.
- Design and run lapsed-player win-back programs, measured by cohort ROI, not campaign volume.
- Segment players by behaviour, value, and lifecycle stage; move D7/D30 retention, reactivation, and conversion vs. control.
- Maintain compliance with GDPR, CAN-SPAM, and applicable data regulations.
In-Game Store Conversion
- Own the commercial performance of our in-game store: offer targeting, bundles, promotions, and purchase-funnel conversion synced to the live event calendar.
- Decide which segment sees what offer, when — and measure it.
- Design and run A/B tests on offers, bundles, segmentation, messaging, and timing.
Growth Insight & Impact Analysis
- Proactively mine player and revenue data for growth insight — diagnose why an event, offer, or feature over- or under-performed, and turn findings into recommendations.
- Deliver a concise post-event read within days of every major event. Build the Repeat / Stop / Scale playbook that turns one-offs into repeatable wins.
- Deliver a monthly performance readout; set the experimentation standard — control groups, sample sizes, pre-registered success metrics.
Team & Cross-Functional Leadership
- Lead, coach, and grow the team. Set the questions your analysts should be answering. Raise the quality of what comes back.
- Partner with LiveOps on aligning messaging with in-game events and offers; Product on live experience decisions; Data and Engineering on tracking, dashboards, and telemetry.
What Success Looks Like in Year One
- The player lifecycle has defined stages, automated journeys, and measurable KPIs. Nothing is orphaned.
- D7 and D30 retention for players in CRM flows are meaningfully up vs. control. A win-back program is running with proven cohort ROI.
- NC Mall conversion is measurably up, with offer targeting driven by segments, not guesswork.
- The monthly readout and Repeat / Stop / Scale playbook run on cadence; the team and operating rhythm are solid. Nothing depends on heroics.
Who You Are
- 6+ years in CRM, lifecycle, retention, or growth roles for live games — free-to-play, MMO, or live-service. This is essential. You’ve lived event cadences, player segmentation, and in-game economies firsthand. We will prioritize candidates who have operated a live game over those from general consumer apps.
- You’ve owned a number, not just output — a revenue, retention, or reactivation target — and can walk us through how you moved it.
- Hands-on with customer engagement and messaging platforms (Braze, Iterable, Salesforce Marketing Cloud, or similar). OneSignal experience is a strong plus, since that’s the stack we’re adopting. Comfortable with SQL, BI tools, and A/B testing frameworks.
- Commercially sharp on LTV, conversion, and the economics of live services. Some people-management experience; you know how to get the best out of analysts and coach junior team members.
- AI-native. You use modern AI tools (Claude, ChatGPT, data plug-ins) daily to operate at the output of a small team. Show us how you work with AI — it’s part of the interview.
- Excellent written communication — you know a push notification has ~40 characters to earn a tap.
- Bonus, not required: direct-to-consumer web-store monetization, virtual currency or cosmetic monetization experience, and a genuine love for long-running, community-driven games.
What We Offer
- Full ownership of the Neopian player lifecycle. Few brands this well-known give that kind of latitude to shape their growth engine.
- Direct access to the CPO in an open, fast culture. Good ideas don't get stuck in committees.
- A truly global team across the US, Canada, UK, Germany, Australia, and Asia.
- ESOP participation for high performers. Medical insurance and retirement contributions in line with your location.
- Remote with flexible hours if you reside outside of Hong Kong, otherwise, hybrid working with 2–3 days a week in our Wan Chai, Hong Kong office (next to the MTR)
How to Apply
Send a CV and a short note to Anita at [email protected]. Tell us about a retention or lifecycle problem you’ve owned, a win-back or lifecycle campaign you shipped that worked (or didn’t, and what you learned), and your favourite Neopet if you have one.
Process: 2–3 conversations. First with our CPO, then the wider leadership team. We're happy to arrange a peer interview so you can get a feel for the cross-functional support before committing.
Neopets is an equal opportunity employer. We welcome candidates of every background, and are happy to discuss flexible working and reasonable accommodations.
Pay: $4,000.00-$6,000.00 per month
Benefits:
Application question(s):
- Tell us about a retention or win-back campaign you owned e.g. which game, what you did, and the KPI you moved, D7/D30 retention, reactivation or revenue.
- Where does AI show up in how you work day to day? Happy to hear specifics tools, workflows, anything you've built with it.
- Have you managed or directly coached other analysts or CRM/marketing team members? If so, tell us team size and what you owned.
Experience:
- Game LiveOps: 6 years (required)
- F2P/MMO game CRM, retention, or lifecycle: 6 years (required)
- Braze, Iterable, Salesforce Marketing Cloud, or OneSignal: 4 years (preferred)
Work Location: Remote
