SM

Sam Mclellan

Chief Marketing Officer

Sam McLellan, Chief Marketing Officer, BigBrain Games



Background and Experience


Sam McLellan is a highly experienced leader in the mobile gaming industry, currently holding the position of Chief Marketing Officer at BigBrain Games. With over 10 years of experience, Sam has a broad spectrum of expertise, especially in product in-app purchase (IAP) monetization and performance marketing.

  • Career Path:

  • 2009-2010: Began as an Online Operations Associate at YouTube Partner Program.

  • 2010-2014: Worked at Kabam as User Acquisition Marketing and Global Product Lead, significantly enhancing revenue streams.

  • 2014-2015: Senior Marketing Manager, User Acquisition at Netmarble Games, carving out the user acquisition strategy for the U.S. market.

  • 2015-2016: Co-Founder and Principal Consultant at Aqwire, and User Acquisition Marketing Manager at Zynga.

  • 2016-2018: Director of Growth at FlyCleaners overseeing extensive marketing efforts.

  • 2018-2020: Head of Growth and Head of User Acquisition at Yousician, where Sam developed an internal marketing BI system.

  • 2020-2022: Monetization & Growth, D2C at Take-Two Interactive Software, Inc.

  • 2022-Present: Chief Marketing Officer at BigBrain Games.


Education


  • California Polytechnic State University-San Luis Obispo:

  • Bachelor of Science (B.S.) in Graphic Communications with an emphasis on Business Management.

  • Bachelor of Arts (B.A.) in History.


Notable Achievements and Awards


  • Patents:

  • Developed several key patents focused on game facilitation, virtual item incentives, and user engagement. Notable patents include:

  • US 14/145,722: System and Method for Facilitating a Secondary Game.

  • US 14/034,685: Incentivizing Users to Alter Virtual Item Balances in an Online Game.

  • Honored with Zynga's Top Talent Award in 2015.

  • Received the Outstanding Innovation Award from Kabam in 2014.


Professional Skills and Attributes


  • Leadership and Team Management: Acclaimed by peers for effective management style, promoting a relaxed yet productive work environment.

  • Growth and Monetization: Proven track record in driving user acquisition and revenue growth through innovative strategies.

  • Adaptability: Successfully navigated major industry changes, such as Apple’s privacy/ATT changes, impacting small and medium-sized businesses.

  • Strategic Marketing: Proficient in creating adaptive marketing strategies to stay ahead of competitive landscapes. Focus on creative copy testing, audience targeting, and leveraging new advertising platforms.


Speaking Engagements and Thought Leadership


  • Public Speaker and Panelist:

  • Featured as a speaker at industry events such as the App Promotion Summit NYC (2024) and Gamesforum Seattle.

  • Shared valuable insights on performance marketing, particularly in the context of the challenges posed by the pandemic and privacy changes.


Professional Recommendations


  • Cydney Schwartz: Praised for being an effective and engaging manager who fosters employee growth.

  • Wayne Shiu: Highlighted Sam’s innovative problem-solving skills and his ability to excel under pressure.


Contact Information


  • Email:

  • sam@playbigbrain.com (Primary)

  • sjamclellan@gmail.com

  • lilmorgaine@gmail.com



Relevant Links and Profiles





Analysis


Sam McLellan's extensive background in the gaming industry, coupled with a strong focus on performance marketing and user acquisition, makes him a critical asset to BigBrain Games. His experience spans multiple high-impact roles where he consistently delivered substantial growth in user engagement and revenue. Sam’s current leadership as CMO at BigBrain Games positions him uniquely to leverage his deep industry knowledge to spearhead innovative marketing strategies, addressing both immediate and long-term business goals.

By maintaining a focus on dynamic marketing strategies and embracing change, particularly in the face of industry shifts such as the Apple privacy policy updates, Sam demonstrates a forward-thinking approach that aligns well with BigBrain Games' growth ambitions.