Magda Zareba was born in Poland, where she also lives nowadays. She graduated in Economics at the University of Warsaw, gained solid performance marketing experience in one of the big media houses, and then moved to a Polish startup to manage paid online marketing (that's where she learned what cohort is!) But it was just a short pit-stop. After one year, Magda started working at Huuuge Games, where she's been for an impressive five years full of success and growth!
Which games do you manage, and what is unique about them?
I work in a growth team, so new games are coming and going pretty often. Right now I work on 'Diffy - Find the Differences' game and 'College Love Game', a dating simulation. They are both on an excellent path to success. Both have very different target audiences, so working on those two projects simultaneously is fascinating. They are good examples of games that aren't based on a new concept but which use popular categories and polish them by improving the gameplay, adding more compelling mini-games, and using beautiful graphics.
How did you get started in the mobile games/marketing industry?
After graduation, I started a startup with a friend. One day he invited me to a marketing conference. Everything I heard there was so new and fascinating. It was 2013, and it was the first time I heard about mobile advertising! I was so amazed that I decided to approach the speaker and talk to him about his presentation. He was friendly and quite open, so I asked him if his company was hiring. It turned out it was! That's how I started my marketing career as a Junior Performance Media Buyer in one of the media agencies.
What do you like most about your current role?
I love working in mobile marketing because it is a very dynamic industry. You can't feel too comfortable because you never know what will happen next. But that is the beauty of this industry - you constantly have to learn new things. And working with games at growth makes my role even more interesting. I have to collaborate very closely with other teams. I have to understand the specifics of their work to communicate efficiently and make the best of it. Everything is less stable, and you have to react quickly. Every app update can drastically change all the metrics and results of UA, and you have to be able to distinguish whether it is a result of your optimization, product change, or a bug.
But the most extraordinary aspect of working in gaming is the people; Being surrounded by exceptional, brilliant, and talented individuals that are super friendly at the same time.
In your opinion, what does it mean to be a successful UA manager in this day and age?
First, we must be data-driven and technical now, even more than before. UA is not about dashboards and working with the account managers anymore. We should also depend less on Google and Facebook. Competition is increasing, and so are CPIs. It means we should be remarkable in our data analysis and optimizing our UA activities on many levels. We must thoroughly familiarize ourselves with the games we manage and cooperate closely with other teams, particularly the product team. The last has become extremely important, especially after iOS 15. With much fewer signals and learnings, we might need to change the game flow to learn about our users as much as possible within the first 24hours.
Finally, you should constantly expand your knowledge and network to be a successful UA manager. The market is going through many changes, including multiple M&As, so understanding (or even predicting) their impact on the industry and our activity will make you stand out from the crowd.
How do you cope with the increasing competition and constant changes in the industry?
This industry has always been very dynamic and full of changes. Perhaps now it is more perceptible than before, but I believe we all have already got used to it. The UA manager position didn't even exist when I started University, and now, here we are, 13 years later, it has become such a developed, complex and essential role.
So how do I cope with it? I stay focused on goals, look for solutions, and try new things.
Most importantly, I stay positive and remember I am not alone in this. It is crucial to surround yourself with professionals who will support you in different areas, whether within your company or your external network.
If you could only automate one task, what would it be and why?
Hasn't everything been automated already…?! Jokes aside, I would choose creative testing and optimization if I could only pick one task. It is time-consuming yet crucial in day-to-day campaign management.
What advice would you offer to mobile marketers to win in 2022?
Work closely with other teams, share your knowledge, and learn from others. Nowadays, the different parts impact each other more than ever. Challenge yourself through competition - observe your competitors, then improve your product and the way you work. Learn from them. There is a lot of transparency in what other companies do, and you can use it. And an oldie but goodie - test and try new things, take risks, and it will pay off in the long run.
Thanks for taking the time to speak to us! Before you go, can you tell us a bit more about yourself and what you enjoy doing outside of work?
Thanks for having me! In my free time, I love going for long walks with my dog, cooking delicious food from all around the world, and playing board games with my friends. I listen to various podcasts and travel as much as possible because these are the things that make me happy and enrich me as a person.