PABLO CALVO - PERFORMANCE MARKETING & DATA ANALYSIS
Know more about my professional adventures and the skills to create thrills
Senior Data Analyst
Adidas culture is shaped by our core belief ‘Through sport, we have the power to change lives’.
Department: Analytics & Insights
» Campaign analysis and automation
» Collecting and normalising internal and external data, engaging in Data Engineering endeavours
» Creating thorough reports to identify opportunities and create more efficient content creation
» Provide easy-to-process data visualisations to guide creative planning
» Design internal documentation to facilitate cross-team workflows
» Data Wrangling: SQL (BigQuery), Python (Jupyter, PyCharm)
» Visualisation: Data Studio
Mobile Marketing Analyst, Digital
November 2018 – June 2020
We are proud to create fantastic games that bring entertainment to our fans. In the last two years, we had the honour to be part of the Top 10 Grossing companies in Mobile thanks to our major smash hits Pro Evolution Soccer, Yu-Gi-Oh! Duel Links and Jikkyou Pawafuru Puroyakyu, among others.
» Ran data analysis to identify trends in PES Mobile and Yu-Gi-Oh! Duel Links.
» Projected quarterly forecasts to define marketing budgets and support business decisions.
» Built and maintained an insights database that allows our Sales team to forecast categorised performance results, like markets and time periods.
» Developed our mobile business in Europe for PES Mobile and Yu-Gi-Oh! Duel Links, resulting in a Year-on-Year increase of 21%
» Designed bespoke strategies to boost profitability by both increasing revenue and reducing costs while building a more engaged community.
» Grew our games’ player base via several UA channels (ASO, SEO, Paid Media, Paid Search, Out-of-Home, etc.)
» Processed raw data, such as user acquisition metrics and game performance, reporting insights to European upper management using Tableau and Python dashboarding.
» Negotiated and led partnerships with ad networks, DSP, and mediation companies to expand the player base.
» Performed data-driven analysis on UA performance, adapting strategies to optimise towards ROI and ROAS (target of 180% D180)
» Developed Go-To-Market strategies for new releases or major updates in our games.
» Created a standard reporting process to normalise analysis between KONAMI’s main businesses (Japan, North America, Europe)
» Developed alternative revenue streams and game concepts following industry and players trends, like AdMon and Subscription models.
» Coordinated and managed sales and marketing strategies across all regions.
Social Media Manager, Digital Marketing
June 2017 – October 2018
I led the company’s social media efforts, trace communication strategies, and use data to craft digital marketing campaigns over Facebook, Twitter, YouTube, Twitch, e-mail, and paid media.
» Implemented BI tools (Periscope, Tableau, Excel, etc.) to gather monthly Social Media data and trace smarter global strategies.
» Developed and implemented bespoke content calendars to coordinate our international social media team.
» After using analytics on our social channels, we had an audience growth of 6% quarter on quarter, impacting in-game DAU (+4%), uplifting our revenue from social channels by 68%
» Liaised with key influencers to reinforce our digital marketing campaigns.
» Handled our communication channels to listen actively and gauge community sentiment.
» Reinforced our strategic alliance with Hasbro (Transformers franchise owner) and other key stakeholders to implement cross-promotions.
» Coordinated ambitious digital marketing campaigns to launch new features and games in tandem with Hasbro for Transformers: Earth Wars which attracted over 4 million views over a weekend to social channels and App Store page
» Coordinated and implemented our CRM tool, Optimove.
January 2017 – January 2018
» Training players and prepare them for future matches and competitions
» Scheduling and design training sessions to increase players’ performance
» Keeping team’s mindset in a positive state through psychology techniques
» Attending to player needs and make them better through coaching
» Gathering information to trace future strategies
» Analysing the opposition and think outside the box to bring fresh, sharp ideas
» Organising travels and accommodations for live events
Community Manager, Digital Marketing
June 2016 – June 2017
At Miniclip, I was in charge of our influencers programme and created out-of-the-box campaigns on our social channels (primarily on Facebook) to engage players.
» Kicked-off and owned our Influencer Programme and built an influencers network, providing daily, attractive content for our channels with minimal man-power allocation
» This programme proved to be key for our future social strategy: it created a 37% year-to-year growth in our audience and a 73% uplift in our revenue coming from social channels
» Implemented Social Media KPI tools like DOMO to trace our monthly growth and learn what the community enjoys the most through data
» Built groups on Social Media to interconnect our players, using these groups as organic channels of communication
» Through coordinated campaigns, we contributed in bringing 8 Ball Pool back to #1 Top Grossing game in the in the World on the App Store after 4 years
» Design of CRM Campaigns using Social Channels and Optimove
Team Manager & Coach
September 2015 – June 2016
As the point-man between Riot Games and the organisation, I was responsible of creating a high-performance environment for the LCS team.
In my time here, problem-solving skills were paramount to resolve conflicts, find alternative solutions to lasting issues and to develop our young talent.
Game Master / Community Manager
August 2014 – September 2015
As part of the publishing team, I created content for the Spanish-speaking community of our games and ran our social media channels. I was leading our efforts on CRM and CMS, to create fantastic content for our players and keep them up-to-date of new features and promotions.
» Successfully launched two games (Aura Kingdom and Eden Eternal), and built communities around those titles
» Managed our Spanish-language Game Sages Programme (community collaborators)
» Implemented automatization documents to speed up operational procedures, like creating campaigns or Live Ops events
Social Media & Community Manager
October 2010 – August 2014
I managed digital marketing campaigns, including account management, ran weekly streams on Twitch and crated video content for YouTube. Some of these projects included F2P games like League of Legends, AAA games like Farcry 3, and mobile games like Temple Run 2.
» Public-facing communication, including live streams on Twitch and YouTube, having a 57% average growth among channels
» Kept track of our impact on Google Analytics, YouTube Analytics, Facebook Insights and SQL
» Created community reports and compiled feedback using the aforementioned data to optimize our reach and KPIs
» Implemented new technology to make processes more efficient, increasing our productivity by 10 hours each month
Technical Support Representative
October 2010 – August 2014
I owned the Spanish Tech Support forums, providing troubleshooting of technical issues. Our team assisted with QA testing for World of Warcraft.
» Created a healthy, positive environment in our forums, a place where players tend to browse looking for troubleshooting
» Launch World of Warcraft’s Spanish realms without major issues
» Contributed to the ‘12 million subscribers’ milestone
» Resolved complicated issues in the Spanish community, ie a massive connectivity issue » between a major Spanish ISP and WoW’s server provider
FINANZASMTG: FINDING OPPORTUNITIES
FinanzasMTG is a personal project born of my passion for data analysis and collectables. We follow the evolving market of Magic: The Gathering cards and, through crunching numbers, we create reports and share insights on how to expand collections or buy and sell assets.