Here's a trip through my previous professional experience - the different companies I worked for, what I have done to help them and the skillset I will be bringing to the table.



Strategic Analytics - Analyst
Nov 2021 - Present
London, United Kingdom · Contract

PlayStation has been at the forefront of interactive and digital entertainment since the debut of our first console in 1994. We not only aim to be the Best Place to Play, but also to be the Best Place to Work.Department: Business Insights & Data - Financial StrategyDay-to-Day Tasks:
» Develop and maintain scalable data pipelines to feed reports and dashboards across the organisation with minimal ongoing efforts
» Conduct sophisticated ad-hoc analyses, compiling any data requirements and designing the visualisations and Business Insights that will be provided to key stakeholders
» Evaluate constantly our ETL Process and datasets to reduce running costs
» Improve data quality reliability and efficiency
» Design datasets capable of combining datapoints from different sources, crafting data cleaning strategies that will output datasets usable across other teams in the company
» Forecasting via Machine Learning (ML) and other tools
» Data Wrangling: SQL (Snowflake), Python (Jupyter Notebook, VS Code)
» Visualisation: Qlik Sense, DOMO, Tableau


Senior Data Analyst
Jun 2021 - Nov 2021
London, United Kingdom · Contract

A passionate advocate for an active lifestyle, adidas is a global leader in sports apparel and footwear. Since 1949, they've pushed boundaries in athletic innovation, from performance footwear to trendsetting styles. Pursuing innovation and performance is not limited to fashion, though - I was taskedwith improving adidas' marketing content via AI and use state-of-the-art technology to increment the output of our marketing campaigns.Day-to-Day Tasks:
» Data Engineering
» Data Analysis
» Project Planning & Strategy
» Marketing Assets Classification via Image Recognition
» Exploratory Data Analysis
» Data Wrangling: BigQuery, Python
» Cloud Storage: Google Cloud Platform
» AI Tools: Google Cloud Platform (Google Lens)

King (Activision Blizzard)

Senior Strategist, Performance Marketing
Jun 2020 - Jun 2021
London, United Kingdom · Remote

At King, we make the world playful. We’re passionate about bringing moments of magic to our players and we’re not afraid to have fun along the way.As a Senior Strategist in the ASO team, some of my tasks are:
» Designing performance marketing campaigns to optimise our store listings and improve funnel metrics like CVR and ITI
» Creating a Go-To-Market strategy for new features and leverage our listings on App Store and Google Play to promote those new elements and increase conversion
» Creating roadmaps to establish marketability of new games
» Optimising the UA funnel of our live games, converting more players
» Building reports and analysing data with Looker, Google BigQuery, Excel, Google Sheets and Python
» Provide insights based on previous data analysis to optimise user funnel
» Automatisation of reports and analysis using tools like Google Suite, Python or SQL
» Creating art briefs for our creative test and managing asset in tandem with our Marketing Art team


Mobile Marketing Strategist, Digital
Nov 2018 - Jun 2020
Windsor, United Kingdom

As one of the most important companies in the Mobile industry, 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.Main Tasks:
» Run data analysis to identify trends in PES Mobile and Yu-Gi-Oh! Duel Links
» Project yearly and quarterly forecasts to define marketing budgets
» Building maintaining an insights database that allows our Sales team to forecast categorised performance results, like geo and time periods
» Developing our mobile business in Europe for PES Mobile and Yu-Gi-Oh! Duel Links, resulting in a Year-on-Year increase of 21%
» Designing bespoke strategies to boost profitability by both increasing revenue and reducing costs while building a more engaged community
» Grow our games' player base via several UA channels (ASO, SEO, Paid Media, Paid Search, Out-of-Home, etc)
» Analysing raw data, such as user acquisition metrics and financial performance, reporting results to European upper management using Tableau and Python dashboarding
» Negotiate and take ownership of partnerships with ad networks, DSP, and mediation companies to grow our player base
» Perform data-driven analysis on UA performance, adapting strategies to optimise towards ROI and ROAS (target of 180% D180)
» Develop Go-To-Market strategies for new releases or major updates in our games to improve FTUE and player sentiment
» Creating a standard reporting process to normalise analysis between KONAMI's main businesses (Japan, North America, Europe)
» Developing alternative revenue streams and game concepts following industry and players trends, like AdMon and Subscription models
» Coordinating and managing sales and marketing strategies across all regions

Space Ape

Social Media Strategist, Digital Marketing
Jun 2017 - Oct 2018
London, United Kingdom

I head our social media efforts, trace communication strategies and use data to craft digital marketing campaigns over Facebook, Twitter, YouTube, Twitch and email.Key Achievements:
» Implemented DOMO 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, uplifting our revenue from social channels
» 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 (license owner for the Transformers franchise) and other key stakeholders to implement cross-promotions
» Coordinated ambitious digital marketing campaigns to launch new features and games, for instance ‘Volcanicus vs Predaking’ in tandem with Hasbro for Transformers: Earth Wars
» Coordination and implementation of our CRM tool, Optimove


Social Media Manager
Jun 2016 - Jun 2017
London, United Kingdom

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.Key Achievements:
» 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 Lead
Sep 2015 - Jun 2016
Berlin, Germany

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.

Aeria Games

Aeria Games Europe GmbH
Aug 2014 - Sep 2015
Berlin, Germany

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.Key Achievements:
» 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

Blizzard Entertainment

Blizzard Entertainment
Jun 2006 - Jun 2009
Paris, France

I owned the Spanish Tech Support forums, providing troubleshooting of technical issues. Our team assisted with QA testing for World of Warcraft.Key Achievements:
» 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


I possess proficiency in various tools and make a conscious effort to expand my skill set annually, given the rapid pace of data analysis and development.In addition to diligently fulfilling my responsibilities, coding and programming are not just tasks for me; they are my passions. This enthusiasm is evident in Finanzas MTG, a project that originated as part of my portfolio. It has since evolved into a revenue-generating venture and transformed into a full-stack data-processing tool. This tool automates data gathering on a weekly basis using Python scripts, stores the data in BigQuery, and channels it into Looker Studio for visualization. Moreover, the data is processed with Python to automate posts on Twitter or send emails to our users.


Some of the courses and certificates I finished in the past.

Google Data Analytics Certificate
AWS Certified Data Analytics

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Pablo Calvo - Analytics