Eric Hsu Email & Phone Number

Helsinki, Fi

Santa Monica, California, Us

At Activision, my focus was on the Call of Duty: Mobile game and crafting marketing campaigns that would retain, re-engage or attract new players for each of the new monthly seasons. I got to work across an enormous variety of marketing functions to get a wholistic understanding of how to build campaigns that resonated with the players and contributed to underlying business objectives.Key Accomplishments include:+ Product Marketing - increased in-game monetization by 8% for a specific system by improving the user experience with new creative formats and information delivery. A/B tested and validated before implementation.+ App Store Optimization (ASO) - managed all aspects of ASO to optimize icon, video, screenshots, copy, layout, graphics, and A/B testing for improved conversion rates, with some markets seeing +5% increases in conversion rates.+ Web Store - launched and managed the ongoing marketing operations for CODM's owned storefront. Planned and executed top of funnel and targeted campaigns to attract players by leveraging the user value proposition, limited-time incentives, channel-specific marketing (social, influencer, email) and payment channel partnerships. LATAM markets saw visitor traffic and revenue increases of over 25%+ International - positioned a global product to meet local needs. For certain priority markets, crafted local campaigns leveraging local cultural events such as Golden Week (JP), Day of the Dead (MX), and Holi/Diwali (IN). These campaigns drove massive increases in share of voice and significant improvements in other KPIs depending on the campaign (e.g. installs, retention, first time spenders).+ Partnerships - led co-marketing efforts between CODM and all IP partners such as Snoop Dogg, Kevin Durant, Ozuna, Ghost in the Shell and more. Set the marketing strategy for each partnership to discover and exploit the overlapping section between what fans love about that IP and how we can bring that to life in CODM.

Herzliya, Il

At Seriously Digital Entertainment (acquired by Playtika in Aug 2019), I acted as the intermediary between the marketing team and the data insights team which afforded me an incredible learning opportunity in the puzzle games genre working on Best Fiends. I saw first-hand the incremental impact of various changes to our channel mix, target demographics, and creative approaches.Key Accomplishments include:+ Analytics - built and released the first-ever in-game survey that allowed us to match survey answers to in-game player data. The insights derived from this initiative helped shape brand positioning, creative decisions, and channel optimizations that led to an 8% improvement in ROAS.+ Channel Marketing - formulated and executed a TV campaign for international markets and media channels, while overseeing a €1.75M budget. Employed attribution technologies to estimate lift and efficacy by TV channels, time slots, and creative.+ Leadership Alignment - generated quarterly reports, learnings, and upcoming strategic priorities to gain alignment across leadership and cross-functional teams.

Optimized marketing channel mix and buying strategy within linear TV, connected TV, radio, and podcasts by analyzing return on ad spend, downloads, retention, and monetization within Best Fiends across domestic and international markets leading to improvements in ROAS by 5-10%

San Mateo, California, Us

At PlayStation working on their Corporate Strategy and Development team, I dove deep into the cloud gaming market and it's potential impact on the PlayStation core business. I analyzed everything from internet speeds to gamer behavior to market infrastructure. Armed with these insights, I provided recommendations to senior executives, guiding strategic decision-making with actionable insights.Key Accomplishments:+ Cloud Gaming - built and delivered a comprehensive strategic overview of the cloud gaming landscape and how PlayStation can defend it's core business while taking advantage of the emergence of cloud gaming in the future.+ PlayStation Now - optimized global server capacities and computing resources for PlayStation Now rebranded in October 2019 to reduce queue times by 9%

Lake Zurich, Il, Us

I worked on the portfolio and performance team managing six funds with cumulative assets of ~$5.2B. My job was to marry historical performance with future projections to determine asset level and fund level strategy.

Wakefield, Massachusetts, Us

FSP was a great place to start my career. As the only analyst, I got to touch on everything - public reporting, lease negotiations, asset-level strategy, acquisition and disposition underwriting, accounting software conversions, and streamlining internal best practices.

Dallas, Tx, Us

Gb

Master Of Business Administration - Mba, Technology & Entertainment Management

Bachelor Of Business Administration (Bba), Finance, Economics