Growth Marketing Specialist at Play Bigger
Built Play Bigger's paid advertising and analytics infrastructure from scratch — giving the internal team the data visibility and campaign execution needed to measure and scale marketing effectively.
The Company
What is Play Bigger?
Play Bigger is a category design and go-to-market strategy agency based in San Jose, California. They partner with B2B tech companies at key inflection points — launch, fundraise, or market expansion — to help them define and own the categories they compete in. Their client portfolio includes companies like Docusign, Qualtrics, and Cloudflare, having helped generate over $50B in combined market cap.
Visit Play BiggerNorth Star Metric (NSM)
My Objective
Brought in as Growth Marketing Specialist to build the paid advertising and analytics infrastructure for Play Bigger's internal team. Scope covered LinkedIn Ads campaign setup and management, GA4 implementation, Google Tag Manager configuration, performance dashboards in Google Data Studio, attribution systems across the customer journey, and monthly insights reports translating data into actionable learnings.
Optimised Metrics
Results
Execution
Tasks & Responsibilities
Tasks
- 1Set up and manage LinkedIn Ads campaigns from scratch — defining campaign structure, audience targeting, ad formats and messaging aligned to Play Bigger's positioning and ICP.
- 2Implement web analytics using GA4, ensuring accurate tracking of website behaviour, traffic sources and key conversion events across the funnel.
- 3Configure and manage tags via Google Tag Manager, setting up event tracking and conversion actions to capture meaningful user interactions without relying on developer resources.
- 4Build performance dashboards in Google Data Studio, providing clear, real-time visibility into paid and organic channel performance for internal stakeholders.
- 5Design and implement attribution systems to accurately measure the contribution of each marketing channel across the customer journey.
- 6Produce monthly insights reports translating data into actionable learnings — identifying what was working, what needed optimisation and where the biggest growth opportunities lay.
Responsibilities
- 1Responsible for building and running LinkedIn Ads from zero, aligned to Play Bigger's positioning and ICP.
- 2Responsible for the full web analytics stack — GA4, Google Tag Manager and event/conversion tracking.
- 3Responsible for performance dashboards and attribution systems across paid and organic channels.
- 4Responsible for monthly insights reports translating data into actionable learnings for the internal team.
Transparency
Successes & Failures
Successes
Failures
Marketing Areas
Areas at Play Bigger
Paid Social
LinkedIn Ads campaign structure, audience targeting, ad formats and messaging aligned to ICP.
Web Analytics
GA4 implementation covering website behaviour, traffic sources and conversion events across the funnel.
Tag Management
Google Tag Manager setup with event tracking and conversion actions without developer dependencies.
Reporting & Dashboards
Google Data Studio dashboards with real-time visibility into paid and organic performance.
Attribution & Insights
Attribution systems across the customer journey plus monthly insights reports with actionable learnings.
Marketing Technology Stack
Tools at Play Bigger
Time Commitment
Time at Play Bigger
Remote freelance engagement supporting Play Bigger's internal team in San Jose. Async collaboration across time zones with regular syncs to align paid media and analytics work with the broader GTM agenda.
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