Gaming Marketing Expert

Svetlana
Gracheva

15+ years figuring out how games find their people — from AAA community management to running multi-market campaigns across three brands, three continents, and very different player cultures.

Let's talk
10+Brands managed
15+Years in gaming
2×Traffic growth
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✦B2B Game Key Distribution ✦EMEA Gaming Market ✦China Localization & Growth ✦Influencer Marketing ✦Marketing Analytics ✦AI-Driven Automation ✦Multi-Brand Management ✦Cognitive Sciences ✦B2B Game Key Distribution ✦EMEA Gaming Market ✦China Localization & Growth ✦Influencer Marketing ✦Marketing Analytics ✦AI-Driven Automation ✦Multi-Brand Management ✦Cognitive Sciences
Who I am
Svetlana Gracheva — Gaming Marketing Expert

Strategic marketer
with a cognitive edge

I'm a marketing team lead with deep roots in the gaming industry, currently managing marketing across three brands at Rokky — a B2B game key distributor, a B2C storefront for EMEA, and a dedicated China-market platform.

My background in cognitive sciences (Master's, HSE) gives me an unusual lens on how players think, why they buy, and how to build campaigns that actually stick — not just generate clicks. I pair that with a genuine obsession with analytics, attribution, and marketing automation.

I build teams, manage influencer pipelines, own content strategy across LinkedIn, Telegram, and niche gaming platforms, and use AI tooling to accelerate everything that can be automated.

🎮
Gaming-native
Worked across publishers, distributors, and platforms — I speak both business and player languages fluently.
🧠
Cognitive foundation
M.Sc. Cognitive Sciences from HSE. Currently studying AI in Marketing & Product Management.
⚡
Automation-first
Built n8n pipelines, AI content workflows, and analytics systems that run while I sleep.
🌏
Cross-market fluency
EMEA and Chinese gaming markets — with the cultural nuance each one requires.
What I do

Six pillars of
impact

01
Growth Strategy & Analytics
Attribution modelling, funnel analysis, cohort studies. I build the measurement layer first, then the campaigns — not the other way around.
Yandex MetricaPower BICohort AnalysisLTV
02
Influencer & Creator Marketing
Full-cycle: sourcing, negotiation, briefing, tracking, post-campaign analysis. Managed multi-million deals with ROI-backed extensions.
YouTubeTwitchTelegramContract Strategy
03
Multi-Brand Content
Simultaneous content strategy across B2B LinkedIn, B2C Telegram, XHS, Weibo, and partner platforms — with distinct voice per brand.
LinkedInTelegramXHSWeibo
04
China Market Activation
Keylol content strategy, Taobao advertising, WeChat-adjacent funnels. Built the marketing function for ChinaPlay from the ground up.
KeylolTaobao AdsLocalisation
05
Team Leadership & Hiring
Built and manage a cross-functional team covering community, email, B2B, and influencer verticals across three brands.
Team of 3Jira / OKRHiring Frameworks
06
Marketing Automation & AI
n8n workflows for content pipelines, Telegram bots, automated reporting. I use AI as infrastructure, not gimmick.
n8nClaude / GPTSheets APITelegram Bot API
Career

Where I've
built things

Sep 2024 — Present
Marketing Team Lead
Rokky · Rokky B2B / GamersBase / ChinaPlay · London
Leading marketing across three brands simultaneously. Grew Rokky's monthly site traffic 2× year-over-year. Built influencer campaign infrastructure from scratch for GamersBase. Launched 4 new Chinese gaming platforms including Keylol and Bilibili. Manage a team of three specialists across SMM, email, influencer, and LinkedIn B2B verticals.
Multi-brandTeam leadChina expansionAnalytics
Jul 2023 — Dec 2024
CIS User Operations Manager
PayerMax / JollyMax · Shanghai
Led marketing and operations for gaming brand promotions across CIS, Turkey, and Brazil. Titles included Genshin Impact, Mobile Legends, Honor of Kings, and State of Survival. Built influencer marketing program from scratch — average return 10x+. Managed content localisation across Russian, Turkish, and Portuguese.
Mobile gamingInfluencer 10x ROICIS / LATAM
Mar 2021 — May 2023
Growth Marketing Manager
Cambly Inc. · San Francisco
Executed growth campaigns across 6 countries (CIS, Germany, Poland, Austria, Switzerland, Israel) for an ed-tech platform. Managed the full marketing mix: influencer partnerships, social media, email, and paid acquisition. Deep analytics via Metabase and BI tools to optimise spend and retention.
Ed-tech6 marketsPerformance
Sep 2018 — Feb 2020
Community Manager — The Elder Scrolls Online
ZeniMax Europe · London
Managed the Russian-speaking community for The Elder Scrolls Online: content creation, influencer relations, live events, and cross-promotion strategy. Built relationships with top ESO streamers and fan communities. Weekly analytics reports on community health and engagement.
AAA publishingCommunityEMEA
Nov 2016 — Aug 2018
Lead Community & Marketing Manager — Lineage 2
Innova Distribution · Luxembourg
Led community and marketing for Lineage 2 Classic across all channels: forums, Discord, social media, and email. Grew the creator community from 30 to 300+ active creators. "Community" voted one of the top 3 reasons players chose L2 Classic. Launched 4 Discord servers, coordinated marketing for 2 server launches, and built a network of streamers, YouTubers, and gaming journalists.
Lineage 2Community growth 10×Creator network
Geographic focus

Two markets.
Deep expertise.

🌍
EMEA Markets
EMEA
  • B2C platform management — GamersBase across EMEA
  • Deep knowledge of Google, Meta, Steam, and Telegram ecosystem
  • Influencer landscape: YouTube, Twitch, Telegram gaming channels
  • Performance marketing across Google Ads, Meta & programmatic — data-backed CPO optimisation
  • Community building and SMM across EMEA gaming platforms
🇨🇳
Chinese Market
China
  • ChinaPlay brand — dedicated B2C storefront for Chinese players
  • Keylol platform strategy — primary organic traffic channel
  • Taobao advertising analysis and optimisation
  • HSK 5 Chinese language learning — working toward direct market fluency
  • Specialist hiring for native Chinese marketing execution
How I work

My
method

I'm a systems thinker first, campaigner second. Every creative decision is anchored in data; every data point is contextualised in human behaviour.

I
Measure before you move
Analytics infrastructure and attribution are set up before campaigns launch — not retrofitted after.
II
Audience psychology over demographics
Cognitive science training means I think about motivation, decision-making, and retention at a behavioural level.
III
Automate the repeatable
Content pipelines, reporting, and distribution workflows are automated so the team focuses on strategy and creative.
IV
Market-specific execution
No one-size-fits-all. EMEA and Chinese audiences require completely different approaches — and I build for each.
V
Transparent, structured teams
OKRs, Jira epics, clear Definitions of Done. I build teams that don't need me in the room to know what to do.
Get in touch
Let's build
something
together.

Open to consulting projects, strategic advisory, and senior marketing roles in gaming and tech. Also publishing practical marketing guides and building content around what I've learned. See Services for details.

Book a consultationForm ↗ Bluesky @svetlanagrachevaProfile ↗ LinkedInProfessional ↗ hello@svgracheva.comEmail ↗