Long-time UA manager turned Youtuber, Claire Rozain has always been passionate about all things gaming. She loves creating paid and organic top-of-the-funnel strategies that are sure to attract the right user, as well as analyzing creative strategies and the psychology behind them. Claire is also a proud member of the LGBTQ+ community, and has always been an advocate for diversity and inclusion. Get to know more about her through this feature.
Claire Rozain (She/her)
UA Team Lead
Rovio Entertainment Corporation
“It is my turn now to raise my voice because I want to make this world a better place to live in for all of us.”
Q: How do you think diversity and inclusion of people from all backgrounds helps to improve our workplace/industry?
We all want to experience joy and the power to play games, as it is a space wherein anyone can interact and have a good time together.
Gaming is maybe the only space wherein people from different backgrounds can connect with each other even if they are strangers that don’t share the same language, country, age, etc. This is because the connections people make while gaming are without boundaries. For example, you can play Overwatch and be in the same team as someone from the opposite side of the planet, and still understand each other, sharing a strategy and goals, even without speaking the same language. I think that's what makes diversity and inclusion a must-have in the gaming industry. You are crafting an inclusive experience and a safe space where people can come together and speak the language of gaming. To have that kind of environment, people from all sorts of different backgrounds should be involved in the ideation of different goals and objectives on how people from all over the world can be accepted.
Q: Can you share advice on how other people can be better allies to women, people from the LGBTQ+ community, and people of color within the mobile adtech industry?
Thank you for this question, I feel fortunate to have the opportunity and platform to share my thoughts and feelings about allyship.
As a woman and member of the LGBTQ+ community, I have a deep respect for assertive allies that are always willing to help. I am so proud of them because they step out of their comfort zone to help us speak up about equality in the ad tech industry - Aarki being one of them. Allyship is important because people still face discrimination, hate, and violence. Imagine being killed for just being who you are. Being part of the LGBTQ+ community is even illegal in some countries. Unfortunately, this is a reality in 2021, and that's why I am grateful for the support that each ally gives by raising their voices against discrimination.
To be a good ally, I would say step out of your comfort zone, speak up, educate yourself on these issues, stop wanting to validate me, and listen to people around you. To add to that, you can also donate to charities and support initiatives. I feel lucky I had so many examples to follow since I started in the industry, and that I was surrounded by people who made an effort to listen and understand me. I will never forget that I would not have the rights that I have now, as a woman and member of the LGBTQ+ community, if it were not for the strong and amazing people in the community that came before me who raised their voices and fought for our rights. It is my turn now to raise my voice because I want to make this world a better place to live in for all of us.
Q: What are the qualities of a good UA manager?
To move fast, be humble and be open minded. Never forget that there are many teams involved in your success and that everything is moving so fast! You need to be able to evolve every day and challenge what you think, because what is valuable today can be totally different tomorrow!
“Move fast, be humble and be open minded.”
Q: What are your thoughts on Apple’s IDFA changes? How will the industry adapt to the new reality?
It is great, because ever since this change came out, I am seeing so much interesting and innovative content about it. Especially in the way we determine performance in a deterministic way versus a holistic way. I think it will for sure change the way we optimize - especially because conversion value and timing will be key, and I love that!
Q: What are the common challenges women face today in the world of ad tech?
There is a misconception that women are not into gaming. When I see the gaming market for apps and consoles, I see a lot of people underestimate the female market which is really huge, profitable, and healthy. I remember once I had a job interview and the feedback was “you are not enough of a gamer” and I think it was an unconscious bias because I have my Switch, PS4, Xbox, Twitch… too bad for them!
Q: Tell us something that might surprise us about you.
I was meant to be a philosophy teacher. I am still passionate about it. I feel reading philosophy helps so much to understand people around me; everyone is so different and sometimes so similar at the same time! I enjoy analyzing different communication styles because language with words but also body language or art is fascinating!
Q: If you could teach a subject at school, what would it be?
So definitely Philosophy! I had the best teacher. He would scratch out my sentences and make me re-write with new words until it was perfect. I found it challenging, and it made me pay attention to each word I write. I loved it!
Q: What’s the best piece of advice anyone has given you?
Be yourself. This one comes from my sister - we are really close - and she has always been my best ally and friend. I am thankful to her for always being so open with me and helping me grow into the person I am today. I admire her greatly.
Q: How would you describe yourself to people who don’t know you?
I would not :). Always found it hard to say who I am because depending on the person the perception of myself will be so different. I think the only thing I am sure about is that I am a passionate person.
Q: What do you consider to be the most important innovation you have witnessed in your lifetime?
The Internet. I clearly saw the before and after. Some would say this change in our lives is for the better, some for the worse, but no one would say that it did not impact them!
Check out Claire’s Youtube channel here, and watch as she breaks down popular mobile ads!