Experience

Rewardify

• United States
• Mobile Gaming Apps
• 1 - 100 Employee

• Head of User Acquisition

  • Apr 2023 - Present



UA Society

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Proud Member

  • 2018 - Present

  The UA Society is dedicated to taking Mobile App Growth to the next level. We bring together the top minds in our field offering best-practice discussions around mobile User Acquisition, Ad Monetisation and Growth. We’re a not-for-profit, global organisation and our annual UA Society Summit is your chance to discover the latest cutting-edge developments in Mobile App Growth and connect with other thought leaders in the wider mobile community. The UA Society is dedicated to taking Mobile App Growth to the next level. We bring together the top minds in our field offering best-practice discussions around mobile User Acquisition, Ad Monetisation and Growth. We’re a not-for-profit, global organisation and our annual UA Society Summit is your chance to discover the latest cutting-edge developments in Mobile App Growth and connect with other thought leaders in the wider mobile community.



Fluent, Inc

• United States
• Advertising Services
• 100 - 200 Employee

• Head of User Acquisition

  • Aug 2022 - Mar 2023

  User Acquisition for Fluent's suite of apps that rewards users with gift cards for app engagement and discovering deals. In addition to my core responsibilities, I have also been able to leverage and integrate A.I into my creative production, ASO, and ideation efforts, which has resulted in significant improvements in various metrics. To improve the efficiency and effectiveness of our creative production process, I implemented an A.I-powered script production system. This system… Show more User Acquisition for Fluent's suite of apps that rewards users with gift cards for app engagement and discovering deals. In addition to my core responsibilities, I have also been able to leverage and integrate A.I into my creative production, ASO, and ideation efforts, which has resulted in significant improvements in various metrics. To improve the efficiency and effectiveness of our creative production process, I implemented an A.I-powered script production system. This system allowed us to generate high-quality scripts quickly and efficiently, which helped us to increase the number of video ads we were able to produce, while maintaining their quality. Additionally, I used A.I to generate voice overs for our ads, which not only saved us a significant amount of time and money but also resulted in higher engagement rates due to the natural-sounding voiceovers. Show less User Acquisition for Fluent's suite of apps that rewards users with gift cards for app engagement and discovering deals. In addition to my core responsibilities, I have also been able to leverage and integrate A.I into my creative production, ASO, and ideation efforts, which has resulted in significant improvements in various metrics. To improve the efficiency and effectiveness of our creative production process, I implemented an A.I-powered script production system. This system… Show more User Acquisition for Fluent's suite of apps that rewards users with gift cards for app engagement and discovering deals. In addition to my core responsibilities, I have also been able to leverage and integrate A.I into my creative production, ASO, and ideation efforts, which has resulted in significant improvements in various metrics. To improve the efficiency and effectiveness of our creative production process, I implemented an A.I-powered script production system. This system allowed us to generate high-quality scripts quickly and efficiently, which helped us to increase the number of video ads we were able to produce, while maintaining their quality. Additionally, I used A.I to generate voice overs for our ads, which not only saved us a significant amount of time and money but also resulted in higher engagement rates due to the natural-sounding voiceovers. Show less



Rewardify

• United States
• Mobile Gaming Apps
• 1 - 100 Employee

• Director, User Acquisition

  • Jun 2020 - Jun 2022

  Play the free to play casual mobile games you love and earn cash rewards for playing! Growing and scaling: 💲Match to Win 💲Lucky Match 💲Words to Win Play the free to play casual mobile games you love and earn cash rewards for playing! Growing and scaling: 💲Match to Win 💲Lucky Match 💲Words to Win



Rogue Games, Inc.

• United States
• Entertainment Providers
• 1 - 100 Employee

• Head of User Acquisition

  • Jan 2020 - Apr 2020

  Rogue Games, founded by industry veterans with more than 150+ years of games publishing experience, is a new kind of game company powered by innovative technology and developer-first solutions. Rogue’s extensive portfolio of games, which spans mobile, console and PC, features award-winning hit titles including Vainglory, Oz: Broken Kingdom™, Sociable Soccer™, Wild Life: Puzzle Story, Hexaflip: The Action Puzzler, Super Impossible Road and many more. Rogue is headquartered in Los Angeles with… Show more Rogue Games, founded by industry veterans with more than 150+ years of games publishing experience, is a new kind of game company powered by innovative technology and developer-first solutions. Rogue’s extensive portfolio of games, which spans mobile, console and PC, features award-winning hit titles including Vainglory, Oz: Broken Kingdom™, Sociable Soccer™, Wild Life: Puzzle Story, Hexaflip: The Action Puzzler, Super Impossible Road and many more. Rogue is headquartered in Los Angeles with offices in San Mateo and Seattle. For more information, visit www.rogueco.com. Show less Rogue Games, founded by industry veterans with more than 150+ years of games publishing experience, is a new kind of game company powered by innovative technology and developer-first solutions. Rogue’s extensive portfolio of games, which spans mobile, console and PC, features award-winning hit titles including Vainglory, Oz: Broken Kingdom™, Sociable Soccer™, Wild Life: Puzzle Story, Hexaflip: The Action Puzzler, Super Impossible Road and many more. Rogue is headquartered in Los Angeles with… Show more Rogue Games, founded by industry veterans with more than 150+ years of games publishing experience, is a new kind of game company powered by innovative technology and developer-first solutions. Rogue’s extensive portfolio of games, which spans mobile, console and PC, features award-winning hit titles including Vainglory, Oz: Broken Kingdom™, Sociable Soccer™, Wild Life: Puzzle Story, Hexaflip: The Action Puzzler, Super Impossible Road and many more. Rogue is headquartered in Los Angeles with offices in San Mateo and Seattle. For more information, visit www.rogueco.com. Show less



Big Fish Games

• United States
• Computer Games
• 300 - 400 Employee

• Manager, Growth Marketing

  • Jan 2019 - Jan 2020

  - Built out the first Growth Marketing team at Big Fish Games to help support the new central marketing organization, as well as User Acquisition working with HR with job family and employee career grow in this new job family - Owned the UA performance creative strategy for each F2P title supporting an annual $200M+ UA budget - Spearheaded the Toy Story Drop! worldwide creative that launched in May 2019, which was the studio’s first major IP, working with Disney on a weekly basis to align… Show more - Built out the first Growth Marketing team at Big Fish Games to help support the new central marketing organization, as well as User Acquisition working with HR with job family and employee career grow in this new job family - Owned the UA performance creative strategy for each F2P title supporting an annual $200M+ UA budget - Spearheaded the Toy Story Drop! worldwide creative that launched in May 2019, which was the studio’s first major IP, working with Disney on a weekly basis to align with strategies - Primary liaison to streamline operations of multiple lines of business within the organization, collaborating with brand marketing, social media, lifestyle marketing, PR, email team to share data from user acquisition campaigns (performance marketing), as well as growth marketing efforts - Onboarded all ASO efforts and keyword strategies while working with product marketing managers and localization teams with growth efforts - Implemented a keyword growth strategy with Apple Search to help support both paid and organic search during beta launch which allowed a data driven keyword strategy at WW launch that targeted top keywords that result in ROI positive users - Fostered first to market relationships within AppOnBoard, a Google preferred partner for Instant Apps - Jackpot Magic Slots was the first mobile app to offer rewarded deep link on the Appstore for users that experience the instant app and install - On an on-going basis, aligned with BI teams to support and build out reporting that supports User Acquisition, Creative Strategy and performance marketing efforts  Reported on a weekly and monthly basis to VP and C-level leadership

• Creative Strategy Lead (UA)

  • Feb 2018 - Jan 2019

  - Developed UA performance creative strategy for each F2P title at Big Fish Games from early soft launch stages to worldwide efforts - this supported an annual $150M+ UA budget. - Continuously tested and delivered new creative strategies based on A/B testing and/or market trends - Blended performance metrics and top of the funnel to understand best performing creative on each channel, Geo, platform - ultimately working to increase conversion rate for both organics and paid -… Show more - Developed UA performance creative strategy for each F2P title at Big Fish Games from early soft launch stages to worldwide efforts - this supported an annual $150M+ UA budget. - Continuously tested and delivered new creative strategies based on A/B testing and/or market trends - Blended performance metrics and top of the funnel to understand best performing creative on each channel, Geo, platform - ultimately working to increase conversion rate for both organics and paid - Maintained all relationships with various 3rd parties related with marketing & analytics such as DSPs, Ad networks etc. and trafficked all creative to these external teams - Worked with all UA media buyers to optimize and strategize creative in each of their campaigns - Completed the user journey by handling ASO efforts for our casino titles, as well as supporting all other studio teams, while ensuring the creative flowed between UA creative and app store landing pages - Collaborated with UA media buying teams, analytics, BI, research and studio teams to help develop best in class performance creative - Consulted with ASO teams to build out keyword strategies, helping to align paid and organic keyword efforts - Developed and executed influencer strategies - Managed communication with external creative agencies and partnerships - Supervised and led a small and effective team of creative strategists to support all marketing and UA needs - Reported on a weekly and monthly basis to VP and C-level leadership

• UA Triton Studio Lead

  • Oct 2016 - Feb 2018

  - Ownership of soft launch titles and our worldwide titles user acquisition strategy - Managed monthly seven figure UA budgets for internal studio - Developed, strategized and executed on a paid sponsorship surrounding our Big Fish Games 1st eSports tournament, Amazon’s Champions of Fire - Defined, created and executed digital mobile marketing strategies for internal studio, Triton Studios which included such hits as Gummy Drop and Cooking Craze - Reported on a weekly and monthly… Show more - Ownership of soft launch titles and our worldwide titles user acquisition strategy - Managed monthly seven figure UA budgets for internal studio - Developed, strategized and executed on a paid sponsorship surrounding our Big Fish Games 1st eSports tournament, Amazon’s Champions of Fire - Defined, created and executed digital mobile marketing strategies for internal studio, Triton Studios which included such hits as Gummy Drop and Cooking Craze - Reported on a weekly and monthly basis to VP and C-level leadership - Analyzed advertising performance and optimized campaigns to meet business KPIs - Communicated and worked with UA Managers to hit all business and studio goals - Worked closely with internal marketing teams, game producers, product managers, creative team, social and ASO ensuring everything came together to build a unified marketing message - Developed, managed and executed Cooking Craze worldwide launch influencer program/strategy with some of YouTube biggest creators - Continually pushing Gummy Drop to be a top 5 Puzzle Game in the United States – it hit #8 overall game and #2 Puzzle game in August 2017 - Worked with international marketing manager to strategize, concept and execute on international marketing efforts - Additional titles held during tenure included Mobile UA Manager and Sr. Mobile UA Manager

• Senior Mobile User Acquisition Manager

  • Jul 2016 - Oct 2016

• Mobile User Acquisition Manager

  • Apr 2015 - Jun 2016



Optimedia US

• United States
• Advertising Services
• 1 - 100 Employee

• Digital Media Planner

  • Jun 2014 - Apr 2015

  - Managed T-Mobile’s multimillion-dollar advertising budgets for awareness-driving campaigns across English and Spanish markets, including Demand Gen, B2B and online extensions of broadcast buys and large sponsorships - Sponsorships included: Major League Baseball, Telemundos El Artista, Music Festivals such as Coachella & TomorrowWorld, and gaming on Twitch - Day-to-day leadership of Account and Media teams, providing direction, opportunity identification and guidance - Developed and… Show more - Managed T-Mobile’s multimillion-dollar advertising budgets for awareness-driving campaigns across English and Spanish markets, including Demand Gen, B2B and online extensions of broadcast buys and large sponsorships - Sponsorships included: Major League Baseball, Telemundos El Artista, Music Festivals such as Coachella & TomorrowWorld, and gaming on Twitch - Day-to-day leadership of Account and Media teams, providing direction, opportunity identification and guidance - Developed and implemented branding strategies for high impact device launch campaigns (Samsung Galaxy S4 & S5, iPhone 5 & 6) - Provided in-depth campaign analysis to ensure defined KPI's were met across multichannel media platforms including mobile, video, brand, direct response, and custom online/offline extensions - Constructed dashboard reports and presented optimization recommendations to the client to ensure campaign performance met client's goals and expectations

• Assistant Digital Planner

  • Mar 2013 - Jun 2014

  - Developed and managed T-Mobile digital initiatives, including Major League Baseball, device launches, large brand pushes and partnerships - Maintained publisher relationships and provided client updates with companies such as Amazon, Google and Yahoo - Proficient user of DFA, MediaVisor, MediaBank, comScore/Nielsen suites