[Greatest Hits] Senior Director, Mobile Marketing and Growth @ Electronic Arts: Jayne Peressini- The Power of Campaign Iteration

Episode notes

Jayne Peressini is the Senior Director, Mobile Marketing and Growth @ Electronic Arts (EA). Her team manages user acquisition, retargeting, and user retention across the multiple genres of games that EA produces. Jayne’s interest in gaming dates back to the pre-iPhone era when her Dad purchased her a console on which she became hooked to playing games. Jayne believes that mobile gaming helps people gain a sense of community and can sometimes act as a welcome distraction, which is why mobile gaming metrics have been going through the roof during the pandemic. She also believes in taking a challenging campaign and iterating through to make it work. She fondly recalls a campaign where she challenged assumptions about women playing sports and eventually succeeded after multiple iterations. Furthermore, Jayne firmly believes in the idea of “you only fail when you quit” and also emphasizes the importance of working together through failure in order to achieve success as a team. Jayne thinks that, especially after IDFA deprecation in iOS 14.5, gaming companies should focus on overall user lifecycle metrics.