Grace Lee Email & Phone Number

Spearheaded the creation and execution of the GTM strategy for the seasonal launch of Madden NFL 25 Mobile, aligning marketing efforts with key product milestones to maximize user acquisition, engagement, and retention.Developed and executed multi-channel marketing campaigns, driving visibility and engagement for the Madden NFL 25 Mobile launch. Managed partnerships with key vendors, negotiated contracts, and ensured compliance with legal restrictions.Analyzed user acquisition, engagement, and retention metrics to continuously optimize marketing performance, delivering actionable insights and refining strategies to improve campaign ROI.Worked closely with Product, Creative, Legal, User Acquisition, ASO and Operations teams to ensure the successful rollout of new features and seasonal content, driving sustained user interest and engagement.Orchestrated high-profile influencer and celebrity collaborations in partnership with the NFL and Franchise teams, enhancing the visibility of Madden NFL 25 Mobile and contributing to organic user growth.

Toronto, Ontario, Canada

Managed a team of direct reports for the product marketing team dedicated to Studio-in-a-Box, Wildlife Studio’s new games initiative supporting 9 affiliate studios, all with new games in development.Designed and managed multiple go-to-market plans for all phases of development including Alpha, Beta/Soft Launch, and Global Launch.Collaborated with cross-functional leaders to strategize and execute on early market testing efforts to drive actionable product design and marketing insights to bring a new game to market. Developed and templatized marketing optimization frameworks for creative testing and ASO ensuring IPM and CVRs were maximized and new games were set up for success at launch. Reported on product and marketing KPIs to senior leadership ensuring data was reliable and comparable between tests to track improvements or identify areas for further investigation. Effectively managed stakeholders across product, engineering, UA tech, partner relations, communications, creative studio, and user acquisition, making sure teams were well-informed on development progression and relevant performance, ensuring a smooth development process across the portfolio of new games.Managed and optimized processes related to new game setup, ensuring MMP was properly integrated, post-install events were firing, data pipelines were working as expected and metrics were reliable.

First dedicated PMM to the Studio-in-a-Box initiative, Wildlife Studios’ new game development and publishing platform. Leveraged market research and consumer insights to define product positioning and market fit to drive product and brand design for two new games in development.Created and managed full-funnel testing framework for Alpha and Beta tests for product measurement ensuring data was reliable and expectations were met, while remaining cost-efficient.Worked with internal teams and outsourced agencies to manage creative and ASO testing pipelines to maximize conversion and set games up for success at launch.Developed full-funnel reporting to measure and predict marketing’s impact and contribution to product performance across multiple sources.

Toronto, Ontario, Canada

Defined quarterly OKRs and managed large-scale marketing budgets for the Words With Friends franchise reporting into the Director of Product Marketing.Analyzed marketing program performance to identify opportunities for optimization, making recommendations to continually refine strategies around acquisition, engagement, and retention of users.Tracked and reported on product and marketing metrics to senior leadership, suggesting refinements to strategy where meaningful.Built and executed multiple full-funnel marketing campaigns across a multitude of channels owning contract negotiations with vendors and legal restrictions of all marketing programs.

Toronto, Ontario, Canada

Worked cross-functionally with Product, Direct Sales, Legal, Partnerships, Creative, Cross Promotion, and User Acquisition to create and execute on full-funnel marketing strategies for the Words With Friends franchise.Owned creative strategy for paid user acquisition through leveraging market research and A/B testing on a per-network basis.Planned and managed the ASO testing pipeline increasing search and browse visibility on the platforms through keyword optimization and creative A/B testing.Created and optimized deferred deep-linking solutions improving attribution and measurement across lifecycle, social, and influencer initiatives using MMP tools (Adjust, AppsFlyer, Branch).Launched multiple full-funnel marketing strategies for feature launches and LiveOps events driving improvements to engagement, retention, and revenue.Drove strategy and execution of multiple celebrity and influencer integrations as well as high-profile charity and brand partnerships.Secured multiple App Store and Play Store editorial featuring placements through pitching the platforms, successfully driving lifts in organic acquisition of new and returning users.

Victoria, British Columbia

Managed a team of direct reports across social, lifecycle, and creative production.Successfully managed diverse marketing channels, overseeing paid and organic strategies for 5 titles, including UA, re-engagement, email, push, social, ASO, and SEO.Managed six-figure marketing budgets, optimizing campaigns and conducting creative testing across multiple ad networks to meet ROI targets.Created and executed on full-funnel go-to-market launch strategies for new game and feature launches.Leveraged product data, market and competitive analyses to produce spec docs and wireframes for game and feature designs to further improve retention and monetization.

Toronto, Canada Area

Supported product team initiatives through developing and executing on marketing plans for feature launches and LiveOps events. Planned, managed and executed first live activation eSports event for Words With Friends: Wordie Games at the San Francisco HQ to drive brand awareness and DAU.Wrote briefs for internal and external creative agencies for all Words With Friends marketing assets and presented weekly performance reports to leadership.Collaborated with the Growth team to strategize around ASO and developed communication plans for new in-game events and feature launches (Boggle, Frenzy, Word Streak, CrossWords With Friends, Zynga Poker).

Waterloo, Ontario

Ottawa, Ontario