Creative User Acquisition Manager
Jan 2018 - Aug 2018
What started as a freelance relationship eventually turned into a full-time role as G5's first Creative UA Manager. I oversaw the production pipeline for G5's internal ad creative team and external creative partners, developed and implemented new UA creative strategies, and even rolled up my sleeves to help create top performing video ads and playables ads as needed. Through rigorous A/B testing I increased ad performance 150% in my first 6 months, and by Q2’18 I improved CTRs by 131%, lifted install rates by 112%, and lowered CPIs by 64%. I also optimized the creative team's workflow tripling their production output in the first half of 2018. Working closely with the ASO team, I managed storefront creative testing with SplitMetrics, Google Play, and Search Ads. I analyzed creative performance data and frequently performed competitor analysis (via Sensor Tower and App Annie) and provided actionable insights to the UA managers. I left G5 to accept a position with AnchorFree (now Pango) as the Creative Director for their user acquisition team.
Reviving An Old Title
In Spring of 2018, I successfully improved Survivors: The Quest's App Store landing page conversion performance through creative testing and iteration. I increased video conversions by 27%, screenshots by 13.1%, and the description by 24.4%. From March to April, overall landing page conversion rates doubled and day 14 revenue increased 45.5%. The changes also led to an overall decrease in UA campaign CPIs of 36% between December 2017 and May 2018.

My process began with an 11-page ASO plan in which I examined existing App Store assets, performed a thorough competitor analysis, and presented a road map for making improvements. I then produced and tested new creative elements including screenshots, icons, text segments, and the preview video.

Driving Video Ad Performance
I led a team of video producers and motion designers based in Ukraine and Russia. I ensured our internal creative team produced world class creatives for all our games. I successfully improved creative performance by 150% between January and June of 2018 by optimizing our internal workflow and pipeline, developing a creative A/B testing strategy, and leveraging competitor creative analysis.