Perm State University (PSU)

User Acquisition Manager, ASO manager – Mobile applications

● Marketing strategy development role

– Shaping marketing efforts through a mix of channel / campaign management based on data analysis.
– Marketing planning, budgeting, execution monitoring.
– Monitoring the company's P&L and critical metrics.
– Adjusting the strategy in accordance with the current market situation.
– Negotiations and coordination with partners, networks, external agencies, and contractors – IO, invoicing.
– Market research (OSINT, ASO tools, SensorTower).

● User Acquisition role

– Build and run performance marketing / user acquisition campaigns on Google Ads, Facebook Ads, Apple Search Ads, TikTok, etc.
– Cohorts analysis of User Acquisition campaigns up to down funnel KPIs.
– Budget allocation across performance channels / campaigns / geos, based on data analysis.
– Cooperation with UA Data Analytics team to monitor KPIs that align with business objectives.
– Testing of approaches, localizations, creatives, geos, CTAs, and campaign optimization goals  to enhance ROI / ROAS.
– Onboarding new channels / sources of growth and identifying opportunities launching test advertising campaigns.
– Creative and marketing assets ideation, optimization, and adjustments.
– Marketing reports design / development.
– Finding ideas to increase LTV in cooperation with Product team.
– Coordination with ASO team in improving CR, enhancing scalability of advertising campaigns.

TinyBytes

Senior User Acquisition Manager

●  Strategic role
___________________________
– Marketing strategy development.
– Marketing budgeting.
– Monitoring the company's P&L.
– Analysis of performance marketing (User Acquisition) channels.
– Negotiations with partners, networks, and contractors.
– Market research (OSINT, ASO tools, SensorTower).

●  User Acquisition role
___________________________
– Budget allocation between performance channels.
– UA campaigns management across a range of networks on a day-to-day basis: Google Ads, Facebook Ads, Apple Search Ads, TikTok...
– Testing and optimization of creatives, approaches, and campaign optimization goals.
– Finding new sources of growth and launching test advertising campaigns.
– Generation ideas for new advertising creatives & marketing assets.
– Marketing reports development.
– Reporting.
– Cohorts Analysis.
– Finding ideas to increase LTV.
– Pitching hypothesis to product teams.
– Setting tasks for refinement of applications for marketing purposes.
– Setting up the mobile attribution tracker – Adjust MMP.
– Development of the SKAd schema for the In-App Purchase model.

●  ASO (App Store Optimization) role
___________________________
– Increase organic installs volume & product page conversion rates.
– Localization.
– Keywords optimization.
– Generating ideas for new marketing assets (icons, screenshots, trailers).
– Consecutive A/B tests of Icons, Screenshots, and Trailers.

Senior User Acquisition Manager, ASO manager

● User acquisition – iOS & Android:

– Reporting & Analytics.
– Budget allocation.
– Performance Channels Management.
– ADS spying, generating ideas for new marketing creatives.
– Testing new channels/approaches, and optimization goals.
– Pitching ideas and hypotheses to product teams.
– Presentation of results.
– Market research.

● ASO: Google Play & AppStore. 

– Localization.
– Consecutive A/B tests of Icons, screenshots, and trailers.
– Keywords optimization.

● Managing UA campaigns on a day-to-day basis: 

– Google Ads (advanced level).
– Facebook.
– Apple Search Ads.
– TikTok.
– Tests in other networks: Snapchat, Unity Ads, ironSource, Applovin, Chartboost, Taboola, MyTarget...

User Acquisition Manager, ASO manager

Non gaming. TOP-3 APP in a "Parenting" category on Google Play and AppStore.

● Participated in setting and executing high-level business goals from a UA department position:
– Setting targets. Budgeting. Execution tracking.

– Directly managed key sources of user acquisition – Google Ads, Facebook Ads, Apple Search Ads.
– Trained & mentored new employees in the UA department.
– In coordination with developers, implemented the Adjust attribution tracker.
– Designed UA's reporting system.
– Developed the LTV modeling system.
– Supervised the ASO area.
– Participated in ideas generation for creatives.
– Looked for growth channels and launched test campaigns.

● IMPACT:
As a result of the systematic development of UA, it was possible to expand the local product to the global market and scale the business income x3 times with stable positive unit economics.

GEO TRACK TECHNOLOGIES INC – FindMyKids.org

Sr. User Acquisition & ASO Manager

● User acquisition and re-engagement campaigns management:
– managed UA channels meeting KPI targets – ROI, LTV;
– performed analytical reporting, optimization, creatives ideation;
– managed retargeting campaigns to re-engage churned payers.

● Was in charge of marketing channels: Google AdWords (mobile Ads), Chartboost, MyTarget, Yandex.Direct.
● Managed a budget of up to $150K/month
● Participated in the hard launch of Homescapes title. Caught the fattest whale payer among all the whales acquired in the first month of the launch.

Playrix

User Acquisition Manager

● PPC campaigns management in Yandex.Direct (local PPC advertising system).
– Budgeting.
– Strategy development, Execution, and Control.
– Creation of advertising campaigns on search, in Advertising Network (YAN), media, retarget. 
– Data collection and analytics.
– Optimization.
– Reporting.

● Affilate networks management.
– Control of compliance (terms of contract).
– Interaction with network managers.
– Reporting and analytics.

Budget under management: $50K/month.

ФинИТ

Digital Marketing Manager

Marketing and development director.
Tasks:
Company development. Investment search. Choice of channels for product promotion. Budgeting. Reporting. Product development, sales organization. Sales on eBay. Selection of contractors.

Chagasale, LLC

Co Founder

Black-hat ASO. Development and promotion of low-quality mobile applications in order to receive & monetize traffic.

– Keyword Research & Strategy.
– Idea generation for mobile applications.
– Application development.
– Publishing applications in Google Play store.
– ASO (App Store Search Optimization).
– Product pages localization.
– Setting up TDS (traffic distribution system) Keitaro.
– Applications promotion – incent & non-incent traffic.
– Traffic arbitrage, cloaking, monetization.

● Achievements
– Created more than 100 applications (low quality).
– Successfully pushed some applications to Google Play top ranks for targeted search terms.
– Successfully pushed some applications to Google Play tops in targeted categories.
– Successfully blocked dozens Google Play Developer accounts. ¯\_(ツ)_/¯

Mobile Pirates

Mobile Pirate

Responsibilities and functions.
Internet promotion of company’s brand, its products and services:
- development of internet promotion strategy;
- development of website concept;
- statement of tasks for structure improvement and website functionality;
- development and optimization of landing pages;
- lead generation – obtaining potential customers via internet;
- conducting advertising campaigns via PPC and social networks (Yandex direct, Google.Adwords, Linkedin, Facebook);
- attendance analysis, efficiency of advertising campaigns analysis;
- content management;
- statement of tasks and control of seo-promotion;
- selection and further interaction with contractors;
- control of tasks performance, work acceptance, testing;
- partially: moderation, content management, correction of minor effors;
- traffic arbitrage.

Achievements:
- updated and maintained corporate website in three languages (ru, en, cn);
- launched and filled blogs with content in Russian and English;
- set up the system of gathering statistical data for advertising channels analytics;
- launched advertising campaigns via PPC: Yandex.direct (search and YAN), Google Adwords (search and KMS + retargeting), facebook, linkedin;
- tested and selected budget-optimal channels for attracting users;
- adapted the website for portable devices;
- conducted search engine optimization.

Budget under management:
~ US $2 000/month.

PROGNOZ

Leading internet promotion specialist

Internet marketer, SEO-optimizer, entrepreneur.

● Internet marketing agency owner:
– website development;
– search engine optimization (SEO);
– content-management; 
– PPC-campaigns management;
– analytics;
– budgeting;
– reporting & presentating results;
– sales.

Created and promoted a number of client websites.
Set more than 300 advertising campaigns in PPC systems.

SEO-Storm

Founder, CEO

● SEO-management of client websites:
– semantic core compilation,
– content management,
– SEO Copywriting,
– link-building,
– analytics & reporting.

Promoted and maintained TOP-10 search results of 80% of search requests in average

Промедиа

Search Engine Optimization Manager

Organization of personal development courses. 
– budgeting, 
– advertising & PR,
– customer relations, 
– logistics,
– sales.

Organized 10 personal development courses.

Aleksandr Plenkin