Craft: Data, Analytics & Strategy Job Description: Principal Business Performance Analyst – Performance Marketing Analytics Job Description: We are looking for an experienced and strategically minded Principal Business Performance Analyst to join our Performance Marketing Growth Analytics team. This role operates at the intersection of user acquisition, mobile games, analytics, and strategic decision-making, contributing significantly to the top-line growth and long-term success of our titles. This role will play a key role in driving performance marketing analytics by partnering closely with user acquisition and marketing teams to analyze campaign effectiveness, optimize spend efficiency, and connect product and marketing performance. As Principal Analyst, you’ll face ambiguous, broad business questions and will be responsible for distilling these into clear, structured analytical steps. Your core responsibility will be translating complex business and technical challenges into actionable insights by formulating clear hypotheses, identifying the simplest yet effective KPIs, and uncovering critical insights that inform high-impact strategic decisions. Your insights will shape critical company-wide decisions and influence senior stakeholders across product, finance, and strategy. Responsibilities: Lead strategic analytical projects, addressing broad, ambiguous questions by systematically breaking them down into structured hypotheses and measurable outcomes. Support measurement strategies for paid media channels and creative testing in partnership with UA teams, with a focus on driving ROI improvements and product growth efficiency. Establish clear, actionable KPIs that efficiently capture the essence of complex business problems. Conduct insightful analyses to identify underlying business drivers, often exploring secondary KPIs to uncover less obvious but crucial insights. Collaborate with performance marketing to connect product performance with campaign outcomes and LTV, and to identify high-impact growth opportunities across acquisition and re-engagement. Provide thought leadership in identifying opportunities for growth, operational improvements, and performance optimizations across King's game portfolio. Clearly communicate findings, actionable recommendations, and strategic implications to stakeholders, including senior executives and cross-functional teams. Mentor and guide junior analysts, elevating their problem-solving skills and analytical thinking capabilities. Skills to Create Thrills: Analytical Mindset: You naturally approach problems by distilling complexity into simpler, testable components. You focus on clearly understanding underlying business and technical contexts to drive impactful analyses. Structured Problem Solving: You excel in breaking down ambiguous business questions into structured hypotheses and easily measurable steps. You quickly grasp the essence of complex issues, identify meaningful KPIs, and prioritize analyses for maximum impact with minimal effort. Strategic Thinking: Demonstrated ability to connect analytical insights to business outcomes, understanding commercial impacts, monetization dynamics, and player behavior. Influential Communication: Exceptional ability to synthesize and present findings clearly, shaping compelling narratives for executive-level stakeholders. Collaboration and Mentorship: Proactive in collaborating cross-functionally, with proven ability to guide and mentor team members to elevate analytical standards and thought processes. Performance Marketing Familiarity : Experience working alongside or within UA, CRM or marketing functions, and understanding of marketing metrics such as ROAS, CPI, and LTV. Technical Foundation: Solid experience in data analytics environments; comfort navigating SQL databases. Familiarity with experimentation methods (A/B testing, causal inference). Experience with analytical tools (e.g., Excel, Python, R). Bonus Points: Experience within mobile gaming, digital advertising, or similarly dynamic digital environments. Experience working with centralized analytics platforms (BigQuery, Looker). Exposure to predictive modeling, forecasting techniques, or scenario planning. About King With a mission of Making the World Playful, King is a leading interactive entertainment company with more than 20 years of history of delivering some of the world’s most iconic games in the mobile gaming industry, including the world-famous Candy Crush franchise, as well as other mobile game hits such as Farm Heroes Sag a. King games are played by more than 200 million monthly active users. King, part of Microsoft (NASDAQ: MSFT), has Kingsters in Stockholm, Malmö, London, Barcelona, Berlin, Dublin, San Francisco, New York, Los Angeles and Malta. More information can be found at King.com or by following us on LinkedIn, @lifeatking on Instagram, or @king_games on X.