Scopely's Dir. of Performance Marketing on the Death of Manual UA, Building Marketing Squads, and Why UA Becomes Growth Hacking

In this episode, Amit Carmi, CEO at Sett, sits down with Marilyne Chasseur, Director of Performance Marketing at Scopely. 
She breaks down why UA, creative, and branding should operate as one marketing squad with shared KPIs instead of siloed teams passing assets around. They dig into why creatives have become one of the last levers UA managers actually control as manual targeting disappears, how Asian publishers are flooding the market with massive creative volume but tiny iterations that may not move the needle, and why the UA role is evolving from media buyer to growth hacker.