G5 GAMES
Creative UA Manager
I managed the creative pipeline for our internal motion design team and external creative partners. I developed and implemented a new UA creative strategy which increased ad performance 150% in first 6 months. By Q2’18 my new strategy helped increase CTR by 131%, increase install rates by 112%, and lower CPIs by 64%. I also optimized the creative team's workflow and tripled ad production in the first half of 2018. Initiated A/B testing on Google and Facebook, and tested ASO assets with SplitMetrics, Google Play, and Search Ads Provided daily feedback to game art and ASO teams to ensure consistent user experience through marketing funnel
Games Marketed
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Designers Managed
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Ad Concepts
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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.




Colleague Recommendations
Working with Dillon was truly great. He was a force for positive change in G5. While at G5 he created and implemented new creative processes including: Streamlining creative production; Easy to follow creative naming; Creative A:B testing for ASO, Marketing & User Acquisition; Strategies for continued refining ASO optimization. Working with our Motion Design team Dillon was able increase video creation by more than 300%. Dillon regularly worked with the Acquisition team to create, implement, refine and test new creative ideas. It was amazing he could take simple off the cuff comments of what someone thought would make a cool ad and turn it into a fully fleshed out reality. Dillon is very passionate on every task he works on and will be a valuable team member where ever he is.
Senior User Acquisition Manager at G5


Bringing Dillon on board was a game changer for G5's User Acquisition strategy. He is a unique hybrid of an excellent creative producer and an analytical thinker that proved invaluable in allowing G5 to scale their marketing efforts efficiently. During his time here, not only did he produce the top performing creatives to date, and provide excellent creative direction to our video production team, he would also seek out channels and campaigns that allowed us to more strategically test our assets. Within his first couple months he had already created videos that cut CPIs by at least half for most of our titles and also standardized testing methods that saved us over 30% in creative testing budgets. What I admire about Dillon above all is that he is a critical thinker - the first to notice inconsistencies and inefficiencies in any process. He further analyzes test results as opposed to just accepting them, and drove the process to equip our team with the tools and structure to more effectively turnaround high quality creatives. Dillon was without a doubt a large part of our team's success, and I'm confident that will be the case for any teams he works with in the future as well.
Growth Strategy at Stitch Fix


It's not that common to come across a standout talent like Dillon. I had the pleasure of working with him at G5 Entertainment, collaborating on a wide variety of creative UA and ASO projects. He expertly filled the gap of creative analysis and management to help support our user acquisition team. He re-structured our whole creative production process, asset management and A/B testing system, and he worked closely with our motion design team to constantly develop new ideas and make them a reality like magic. He was also proactive to raise questions and learn things he was not familiar with, and didn't hesitate to take on new tasks. In one case, I worked with Dillon to improve organic and paid performance on a low priority game where his contributions cut CPIs in half while doubling conversions. I could always rely on him to get the job done which made him a pleasure to work with. His outstanding organizational skills, creative thinking, analytical mind and super fun personality is a very rare combination. Dillon will take any UA team to the next level and comes with my heartfelt recommendation.
Growth at G5