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James Hallahan
Director-level Product & Growth Marketing leader specializing in gaming and consumer tech
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About
Growth and brand marketing leader with senior experience across gaming (PlayStation Plus; Head of Marketing at Devsisters; also mentions Imangi), known for data-driven UA scaling (LTV/ROAS), systematic creative testing, and integrated multi-channel launches that drove app store #1 rankings and improved retention/revenue. Also an active DJ and event producer with hands-on creator/influencer program experience, bringing strong creator-culture intuition to performance marketing.
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Key Strengths
- Led PlayStation Plus brand repositioning around “value-through-play,” improving consumer clarity, CTR, trial conversion, retention, and revenue
- Scaled acquisition by channel using LTV and 30/60-day ROAS; optimized spend across Meta (high-value) and TikTok (high-volume)
- Built a systematic creative testing engine (hypotheses, variants, benchmarks) to identify winning creative directions and reduce CPI / improve ROAS
- Leveraged UGC/community insights to uncover audience preferences (e.g., anime interest) and built an anime-centric creative pipeline (including hiring an anime artist)
- Executed integrated multi-channel growth campaigns (UA, owned, influencer, social) tied to major in-game events; achieved #1 ranking on Google Play and Apple App Store with positive ROAS and D1/D7 lift
- Established brand consistency via a brand bible and shared creative source of truth; uses discrepancies as feedback loops to evolve the brand
- Deep creator/influencer ecosystem fluency across YouTube, TikTok, Twitch, Instagram; emphasizes authenticity, speed, and long-term creator relationships
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