Helping consumer tech companies scale user and revenue growth.

At TikTok, I worked on Android distribution and helped lead the development of a strategic preload partnership with T-Mobile. The initiative required coordination across growth, product, engineering, legal, compliance, brand, analytics, and external partner teams.

I supported mobile growth for Microsoft Copilot during an intensely competitive period in the development of consumer generative AI. My work spanned Google App Campaigns, Apple Search Ads, and mobile DSPs, with responsibility for scaling acquisition while managing performance across a rapidly changing category.

When I joined TikTok's U.S. Growth team, acquisition relied almost entirely on viral entertainment content (dance, comedy, sports) because those creatives consistently hit aggressive daily new user targets at ROAS above 100%. That consistency created a hidden problem: little organizational incentive to test new creative, even as TikTok's broader content ecosystem went largely untapped.

I built a structured creative experimentation framework over two quarters. Working with a data analytics partner, I created reporting that surfaced emerging trends across DIY, parenting, recipes, and fashion. Tests ran in isolated ad accounts to prevent established creative from dominating delivery. Initial results showed higher CPIs for diversified content, but extending analysis to D7-D14 retention curves reversed the picture. Higher-retention cohorts delivered ROAS above 100% despite higher CPIs, unlocking meaningful incremental scale.

Led ASO testing and UA for Spider Solitaire and Hearts ($2M+/mo combined in US/CA) across Meta, Google UAC, Apple Search Ads, DSPs, and networks. Drove +3× YoY installs while consistently exceeding ROAS targets. Combined spend scaled from under $500K/mo (Q2–Q3 2020) to over $2M/mo by Q1 2021 as efficiency and targeting improved.

Led cross-functional iOS 14.5 preparation — one of the most disruptive platform shifts in mobile advertising history — including UA strategy and budget reallocation, new vendor testing, iOS campaign restructuring across networks and SANs, and SDK update roadmapping across the full portfolio to maintain measurement continuity post-ATT.

Co-managed Mobile Strike global UA on Meta/Instagram (~$20M/mo) at Machine Zone, one of the largest acquisition-driven mobile game developers at the time. We were consistently a top 3 mobile advertiser on Meta and Instagram throughout 2015/2016, reaching #1 Meta and #2 Instagram in Q2 2016, #6 Meta in Q3 2016, and #2 Meta in Q4 2016 by impression share, while exceeding projected ROAS targets throughout.

Led creative testing efforts, campaign optimizations, and worked alongside growth engineers on proprietary media buying tools and features that enabled us to run all paid media fully in-house. Collaborated with analytics and creative teams to build A/B testing processes and systematic creative iteration, resulting in ~30% YoY improvement in average Meta CTRs.

Built and managed UA campaigns ($1M+/mo across US, UK, DE) on Google UAC, Snapchat, and Apple Search Ads — driving a +52% four-month-over-four-month increase in paid users at 20% lower CPA. Scaled Snapchat from $0 to $500K/mo in three months, establishing it as the second largest acquisition channel.

Also advised Coinbase's in-house growth team on mobile ecosystem strategy, measurement frameworks, ASO, and creative — building internal capabilities alongside the paid programs.

At DramaFever (Warner Bros. Digital Labs), I led paid subscriber acquisition for a streaming product competing in the Korean drama and Asian entertainment category. Beyond running paid media, I managed 12 channels and partnerships — and led the transition of Facebook and YouTube acquisition in-house from the agency, which directly drove step-change improvements in both subscriber growth and spend efficiency.

I joined during a transitional period where Courtyard.io needed a seasoned growth marketing expert to build their mar-tech infrastructure, including Mobile Measurement Partner (MMP), Braze and Segment integrations, and prove that paid acquisition could scale while building a creative system capable of supporting that scale with very limited production resources. I scaled new customer acquisition growth in consecutive months while also doubling paid ARPU, 3-4x greater than organic and influencer channels.

Scaled Zynga's Words with Friends on Instagram to $200K/mo at $2 CPI — recognized as the 8th largest advertiser on Instagram following the platform's advertising launch. Instagram was designed for ecommerce, not games. Making it work for mobile UA required building the campaign structure, targeting strategy, and creative approach from scratch, without a category playbook.

Being first to test a new channel before the market establishes norms creates a significant and durable efficiency advantage. The advertisers that show up early and figure out what works first benefit from lower CPMs and higher engagement before saturation sets in.