Growth Marketing | UA (Meta, Google, Tiktok, Applovin) | Ad Mon |ASO | Creative strategy | 10+ years in Gaming
Having run user acquisition campaigns and managed many cross departmental marketing adjacent projects and successfully launching 10 products (games) over my career. I believe there are a lot of insights I can share and help I can offer to those facing issues in the following fields: - User Acquisition: Paid Social, Display, In App ads, Google (Up to 7 figure monhtly budgets) - Creative Strategy: From competitor research, to ideation and all the to creative analysis - Ad Monetisation: Placement set up, waterfall optimisation, segmentation strategies - Product Launches: Product positioning, multi staged launch approaches, onboarding/FTUE. - ASO& LPO: Conversion Rate optimisation, CSL/CPP Strategies, - Tracking & Attribution: Initial app & campaign set up, troubleshooting tracking issues If you are working on setting up your first campaigns, or are more experienced and need a second opinion, or facing technical issues I am more than happy to help! So book a call or send me a message first if that is your preference looking forward to speaking with as many of you as possible!
I would say my entire career has been focused on growth marketing. Over the years this has shifted back and forth between different growth marketing topics. Starting at new user acquisition, to more organic growth via ASO and all the way to direct revenue generating projects such as monetising users via ads as we all know its very expensive to acquire new users but they don't always monetise in the way we hope for.
Influencer marketing is something I began working on just 3 years ago and found it an interesting challenge from a campaign set up and attribution perspective. I believe there is a lot of value that can be derived from the creator community but you need to have your goals set out clearly from the beginning and be ready to set up additional tracking or to undertake some post mortem analysis to evalulate its real impact.
I have worked in PPC or as we would call on the mobile app side of things User acquisition for over 10 years and have managed 6-7 figures monthly budgets over my career. I have managed campaigns for both mobile and web products with a focus on in app ads, display, video and social media advertising. On top campaign management I have worked on attribution, competitor analysis, creative strategy, ASO/Landing page optimisation, campaign auditing, KPI reporting, building out performance dashboards
During my career, I have worked on numerous product launches all having been game launches. I believe there is a lot other industries can learn from how games and specifically mobile games launch to the market. With their more methodically and multi-staged launch process it gives you the chance to discover issues on the product side as well as the chance to test out your positioning and messaging.
I have worked extensively with Miro for creative brainstorming sessions and to create moodboards for competitor creative analysis. Miro is a great tool for synchronous as well as asynchronus work.
I have managed 6 figure marketing budgets on Taboola, for both Mobile and Desktop games at Innogames. Innogames was one of the first gaming clients to get Taboola to work for them and continues to see great success, despite competition on the mobile sides having increased alot.
I have managed Tiktok campaigns for several games over the years and have also been engaged in setting up several Tiktok Creative Challenge campaigns (Now called Tiktok one). Tik tok can be great channel but it is important to also consider the incremental uplift it can bring and also worth checking out that you are not over or under attributing on IOS when using their ADC attribution solution.
I have managed Google Ad campaigns for mobile games for about 3 years now I have run UA campaigns with a focus on tCPA and tROAs as well as running pre-registrations campaigns that reached 1 million pre-regs for the most recent app on which I worked. On top of running Ad campaigns, I have also worked with Google Ads on the monetisation side with a focus on their rewarded Ad unit that resulted in a new 7 figures stream within the first year of launching just from Google Ads.
I have worked with Meta campaigns on and off for the last 5 years focusing mostly on new user acquisition within the app (gaming space) and also on an admonetisation front via their FAN SDK network. I have spent 6 figures on a monthly basis with a focus on creative testing and validation and also on value opt and AEO campaigns. I have promoted both iOS and Android apps as well as web products.
I have worked with Jira since the beginning of my career, mostly for writing tickets for creative productions, data request and basic project management.
As I believe in constantly learning, I have begun a new journey to beef up my data skills and I want to learm how to pull and clean my own data. In todays data privacy landscape we no longer have one source of truth when it comes to data, so I want to learn SQL to improve my data manipulation skills to help compile data better.
On top of learning SQL I also challenged myself to learn Python, as well in growth marketing there are a lot of important but unfortunately quite mundane and repititive tasks. So my aim to automate as many of these tasks (Reporting, KPI alerts, Campaign & Ad creation) I can myself so I can focus on more value driving activities such as creative strategy.
Leading a 3 person growth team for new 4X strategy title Close collaboration with Product on forecasting, launch planning and game roadmap Responsible for UA from budgeting, payback analysis, SKAN set up, creative strategy & testing, partner mix, and KPI reporting ASO Strategy and testing roadmap AdMon set up and optimisation
Online Marketing Manager/ UA Manger -Mobile User acquisition (SDK networks, Meta, Influencer marketing) repsonsible for 7 digit marketing budgets -Marketing Soft Launch Planning (Mobile Titles) -Ad partner management (New & Existing) -Ad creative coordination & A/B testing -Attending conferences to keep up to date with industry news -Member of the UA society -Networking and exchanging knowledge with Industry Peers. -Colleague mentoring, training multiple junior and regular colleagues -Ambassdor for UA within Innoogames -Company wide presentations to educate stakeholders and other departments on multiple topics from, campaign management, to creative testing -Organising and running brainstorms and workshops Mobile Ad sales/Monetisation: -Successful set up and significant scaling of Innogames Ad monetisation across multiple of our titles (exisitng and new), contributing to a new 8 digit revenue source for Innogames. -Waterfall Optimisation -Contract negotiations (Medation partner and networks partners) -Partner Management -Internal stakeholder management -Knowledge sharing across the MTG group -Colleague Mentoring, training junior and regular colleagues -Ambassdor for Ad monetisation within Innoogames -Company wide presentations to educate stakeholders and other departments on multiple topics from, waterfall optimisation, brand safety, quality control and new industry updates.