Global paid and organic growth ownership with data-driven optimization across UA and ASO, plus team leadership and cross-functional collaboration.

• Growth Infrastructure: Oversee the planning and execution of the global acquisition marketing program, blending paid UA channels with robust organic growth and ASO strategies to maximize storefront conversion.
• Budget Management: Manage and optimize a large, multi-million-dollar acquisition marketing budget.
• Creative Ad Strategy: Lead the overarching paid creative strategy; collaborate with internal and external creative teams to brief, test, and iterate on high-performing ad creatives that drive engagement and lower CPIs.
• Storefront Optimization: Own the ASO roadmap, overseeing keyword optimization, A/B testing store assets (icons, screenshots, videos), and leveraging store algorithms to boost organic visibility and conversion rates.
• Executive Reporting: Own and present key performance metrics—including ROAS, LTV, and internal KPI targets on acquisition marketing, creative performance, and ASO initiatives—to senior leadership.
• Data-Driven Insights: Measure the impact of marketing programs on customer behavior, applying insights to refine performance, creative, and store strategies.
• MarTech Collaboration: Partner with Data Science to build internal automation, attribution modeling, and campaign management tools to support revenue forecasting.
• Team Leadership: Lead and mentor a team of performance marketers, creative strategists, and ASO specialists focused on paid channels and organic user growth.
• Test & Learn Culture: Innovate and implement relentless test-and-learn strategies across ad creatives, store pages, and targeting, investing heavily in areas that drive scalable results.
• Cross-Functional Collaboration: Partner with product marketing, publishing, analytics, studios, and product leadership to identify cross-functional growth opportunities, sharing progress, learnings, and best practices.