Various Companies

I advise various companies and Investment Teams in Europe, the US, and India.
These have included Spil Games(NL), SongHi(Fn), Moonfrog Games (IN), Goober Games (US), Jetapult (IN), Gamehouse Europe (NL), Zupee (IN), ChimpWorks (NL), Easy Live Sales (DK). I contribute(d) to these companies by refining their product strategy, product marketing, mobile UA campaigns, LTV models, and player personas.

I also advise and invest as an angel investor via syndicates focused on my areas of interest.

Performance Marketing Advisor

DieNo Games Oy

Hybrid Consultant. 
Working on product-market fit, rapid prototyping, innovation in AI, User Acquisition, Monetization, LTV analysis and partner relationships.

Marketing

Tactile Games

I coached the hybrid User Acquisition and ASO teams and was a part of the extended leadership team. I had the privilege to work on some fantastic narrative driven match-3 titles that topped the charts.

Head of User Acquisition 

ChimpWorks

I helped build mobile games. I focussed on Hypercasual and hybrid casual games. I collaborated with publishers, and helped produce dozens of prototypes and game updates.
I advised on User Acquisition and Ad Monetization strategy.

Product Strategist

GameHouse

-Formally stepped in as Product Manager for a story driven match-3 game I’d been advising as an internal growth consultant since May 2018 in alpha state
-I monitored the KPIs over dozens of build iterations and campaigns 
-I defined commercial strategy and guided UA, Ad monetization and ASO

Product Manager

My focus was on improving the monetization and yield of mobile games.

I worked on a portfolio of over 35  mobile games divided into ~70 apps.
The portfolio mainly consisted of casual narrative-driven games. They used a wide range of monetization models including premium, freemium, subscription, solely ad-supported and F2P.

I collaborated with game producers for experiments on the product marketing side. These have yielded 
new lines of revenue and boosted DAU by 2x for the portfolio.
 
On occasion, I audited games for soft-launch and did market research on the viability of F2P games before committing to marketing budgets and contracts.  
And I continued to monitor user acquisition and advertising copy on catalog titles.

Director of Ad Monetization

Facilitated business model change from premium mobile games to Free to Play mobile titles.
Planned, deployed and analyzed user acquisition campaigns on F2P titles, premium titles 
and subscription titles.
Built out payer profiles and personas.
Increased revenue on "earned-media" by 5x y-o-y (advised on monetization design of catalogue app and handled UA efforts).
Acted as project manager for 12 concept prototypes including an AR project in Unity.
Ran a successful scale-up project on ad monetization.
Ran performance marketing campaigns (LTV, CPI, ROI), cross-promotion campaigns. 
Set up over 200 ASO A/B test experiments in motion as part of the Growth team.
I worked with video editors and graphic designers and functioned as the copywriter for the ads on the creative side.
On the project management side I worked with art outsourcing teams returning to outsourcing after I left it behind in 2011 in a way, but this time from the other side.

Growth Manager

Scaled profitable performance marketing campaigns by 10x y-o-y
Handled ad operations and marketing creative pipeline with 3 artists
(I functioned as the "marketing producer")
Mentored and trained interns on mobile user acquisition basics
and handed off regression models and LTV to new data science team.
I functioned as the data analyst for the user acquisition campaigns creating and analyzing audience segments.

User Acquisition Manager

Helped company transition from PC games to mobile.
Oversaw NoSQL db set up with new MMP
Set up LTV calculations | D1, D7 thresholds and ROAS targets
Launched campaigns on FB, Google, Chartboost, Applovin etc

User Acquisition Consultant

Pretty Simple

I was tasked with adding paid marketing channels for a Top-10 HOPA mobile game, Criminal Case. The company had a strong prior history on desktop channels. 
I created campaigns and managed several advertising networks including but not limited to AdColony, Twitter, Vungle, Chartboost, Google AdWords, Apple iAD. 
I helped validate existing LTV models on the new networks.

Sr UA Specialist

GSN Games

For Bitrhymes Inc, Bash Gaming which was acquired by GSN, I created, analyzed and optimized highly profitable UA campaigns for 6 apps on Facebook, Amazon, Android and iOS with large budgets for a Top-10 grossing game(global), Bingo Bash.
I managed two Art Directors and functioned as lead copywriter. Our team ran paid marketing on Facebook and handled live-ops marketing on the Fb fan page and Twitter.
I functioned as both media-buyer and UA data analyst.

UA manager

Mango Games Interactive Private Limited

I set up the India marketing team.
Ran Facebook UA campaigns for India focussed Facebook Games with
Bollywood IP with two graphic artists in the team. 
Our acquisition Generated CPIs that were 50% below the market
average at the time, while hitting retention KPIs. Crucially I learned the hard way about what happens when start-ups are out of runway :-)

Marketing Manager

Animika Studios

I created and managed campaigns on Google and Facebook for
traditional business in FMCG and Real Estate sectors in a boutique ad agency. I functioned as the paid marketing evangelist and the data analyst for paid social media campaigns.
These efforts increased sales by 2x.
I managed a junior copywriter and worked closely with the art director and client servicing reps.

Senior Copywriter

Deluxe Digital Studios

I handled editing, training, recruitment, content writing, content management, reformat of dubbing scripts, adaptation to 3D, localization, conforming to broadcast censorship rules, captioning for broadcast

I set up operations processes. Trained colleagues on data analysis in MS Excel. I started as an editor in 2005 and was promoted to lead two teams in 2007. I left to pursue a creative opportunity after 3 years in a management position.

Operations Manager Scripting for Foreign Language Dubbing

Managed two teams of 30 people producing English annotated scripts for translators. Worked with almost all the major Hollywood Studios at the time. Including but not limited to Netflix, Universal, Paramount, Sony, Fox, Warner Brothers etc

Manager Master English File Operations

Led a team of 30 editors across multiple shifts. We worked on some super cool DVD and streaming releases

Assistant Manager Master English Files

Worked on entire TV series to check for consistency, censorship and catchphrase annotations. Both timeless classics and pre-release stuff. I like to think this team was one of the first people to binge-watch at a professional level :-)

Team Lead English Support Group and Weekend Shift

Subtitled and localized classic British and American TV shows as they made their way to DVD. It was very rewarding to re-encounter all the stories I loved as a kid as part of my first job.

English Editor

I am a performance marketing strategist specializing in global user acquisition and monetization for digital entertainment products. Most of my recent experience has been in mobile games. I have over 15 years of experience handling user acquisition, aso, product monetization, and data analysis. And about 10 of those years have involved people management, training and coaching responsibilities.

I've been a part of teams that tried, failed, and went broke and teams that dominated the top-10 grossing charts for years. I count myself fortunate for having worked with and learned from both such efforts.

My first job as an adult was watching the TV shows I loved as a kid. "Work" has only gotten to be more fun ever since.

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