December 2025 Bonfire Marketer of the Month: Jagex’s Emma Oliver

Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our Braze Bonfire community. Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.

This month, we’re recognizing Emma Oliver, Senior CRM Manager at Jagex, which is a leader in creating deep and engaging forever games that empower communities across PC, mobile, and consoles. Jagex’s flagship MMORPG, RuneScape, has welcomed over 300 million player accounts to its world and is a $3B+ lifetime revenue franchise. We spoke to Emma about her background, what it’s like working at Jagex, and the campaign she’s most proud of. Let’s dive in.

Tell us about yourself.

I’ve spent over a decade working across a wide range of marketing disciplines covering PR, social media, and performance marketing, spanning several sectors including eCommerce, health and fitness, and local government. Over the past five years, I’ve specialised in CRM and for the last three, I’ve focused on the gaming industry. As a keen gamer myself, bringing these two areas together is where my passion truly lies, and I feel lucky to work in a space that keeps me inspired and challenged!

What is your favorite part of your job?

I love working in CRM because at its best—it’s a genuinely helpful form of marketing. It isn’t about pushing as many messages as possible, but about giving players support, information, and guidance at the moments they genuinely need it. That’s especially rewarding working on an MMO (massively multiplayer online) game, where there’s no fixed path to the game or their player experience. Every player moves through the game in their own way, and their journeys can look completely different from one another. I love being able to reflect that in our communications by creating tailored and personalized CRM paths rather than a one-size-fits-all approach. It’s exciting to help players navigate a world that’s constantly evolving, and to make their experience feel smoother, more personal, and more engaging.

How do you see Braze as a career accelerant?

Braze keeps me closely connected to industry developments. The webinars, roundtable discussions, and events they run throughout the year provide continual opportunities to learn, exchange ideas, and stay ahead of emerging trends. I find their annual City x City conferences particularly valuable, as they provide a strong mix of networking, fresh thinking, and real examples from other brands. Even if I can’t attend a session in person, their online sessions and blog posts provide practical insights that I can apply directly into my work. Braze is more than just a tool—it’s a way of bringing like-minded professionals together, helping to make sure I’m constantly learning and evolving within my career.

What initiative are you most excited to work on this year?

I really love working on our Year in Review campaign every year, which gives players a personalized summary of their in-game activity over the past year! We launched it for the first time two years ago, so this will be our third year running it. It’s incredibly rewarding to see players share their stats online, compare with friends, and genuinely enjoy the experience.

I lead the project, working closely with multiple teams to make sure the data we highlight is meaningful, accurate, and exciting for players, and that the email itself feels engaging and shareable. Some of the data we use sits directly in Braze, while other elements are imported through the Braze platform’s CSV upload feature, which gives us the flexibility to build the campaign exactly as we envision it. We deliver it both via email and as an in-game snapshot, and it’s great to work on such a highly personalized, multi-channel moment that players genuinely look forward to each year.

Tell us about a time you used Braze to do something creative?

Earlier this year, we launched our biggest content update in the game’s history. Unlike a lot of major updates, this one had almost no entry requirements, which meant a lot of players could jump straight into it. That opened up a huge creative opportunity. Because the update appealed to so many players for different reasons, we needed to tailor the messaging in a way that felt personal, motivating, and relevant to each type of player.

I partnered closely with our Product and Data teams to dig into the playerbase and identify distinct segments, each with their own motivations and playstyles. Then, using the Braze platform’s segmentation and reporting capabilities, I explored which channels each group responded to best. That became the foundation for a multi-channel campaign which promoted the same update, but highlighted different features depending on the player type, and delivered it through the channel they preferred.

It was basically several mini-campaigns inside one major moment, and we were able to execute something that was both highly personalised and far-reaching—a great example of how creative you can get when you combine data with smart tooling.

Interested in collaborating to build the future of customer engagement? Join a collective of experts to forge connections, share ideas, and accelerate your career at the Braze Bonfire Community.