Professional Summary
Results-driven Growth Leader with 9+ years of experience scaling mobile and web products. Proven track record of propelling apps to #1 US App Store positions (InPulse, Themify) and managing 7-figure monthly budgets. Deep expertise in building Web2App ecosystems from scratch, optimizing full-funnel unit economics (Stripe/IAP), and leading high-performance UA teams. Adept at bridging the gap between technical UA execution and high-level business strategy (P&L, LTV modeling) across startups and large corporate structures.
Core Competencies
- Strategies: Web2App & App2App Growth, P&L Management, Unit Economics (CAC/LTV/ROAS), Subscription Monetization.
- Channels (Mobile & Web): Meta, TikTok, Google (Search/UAC), Apple Search Ads (ASA), Snapchat, Pinterest, Unity, IronSource, Mintegral, AppLovin, Native/Web-Push.
- Tech Stack: Tableau, Looker, AppsFlyer, Adjust, FunnelFox, RevenueCat, Adapty, Sensor Tower, AppMagic.
- Verticals: Health & Fitness, Utilities, AI, Dating, Gaming.
Professional Experience
Head of User Acquisition
Leveraging Web2App flows, scale revenue via Stripe & IAP.
- Architected the entire Growth & UA infrastructure from ground up, implementing BI dashboards, FunnelFox, MMPS, Paid Sources and SDKs
- Designing end-to-end Web2App funnels with Stripe Billing significantly improving LTV and recurring revenue.
- Owning P&L and Unit Economics, balancing hybrid monetization models (Ads + IAP + Web Subscriptions) to maximize ROAS.
- Team Management: UA/ASO/Motion Design Team
User Acquisition Manager
Managed UA for flagship content app in a structured enterprise environment.
- Propelled "Themify" to the #1 Rank in the US App Store (Graphics/Design category), driving massive volume while maintaining strict profitability.
- Executed high-budget campaigns focusing on ROAS and Retention, successfully aligning acquisition strategy with corporate financial KPIs.
- Led cross-functional growth initiatives, collaborating with ASO, Motion Design, and Product teams to iterate on creatives and store pages.
- Optimized the creative lifecycle, implementing data-driven testing frameworks that reduced creative fatigue and sustained scale.
Lead UA Utilities
- Turned around the Utilities portfolio, rebuilding acquisition economics to restore positive ROI and profitability across the board.
- Defined budget allocation logic and scaling thresholds, establishing a repeatable playbook for launching and scaling new utility apps.
- Standardized reporting processes, giving stakeholders clear visibility into P&L and growth metrics.
User Acquisition Manager
- Launched and optimized aggressive UA campaigns across Web2App and App2App flows.
- Conducted deep competitor analysis and market research to identify untapped scaling opportunities in the Utilities vertical.
UA Manager
Flagship Product Ownership: InPulse (Health & Fitness).
- Scaled "InPulse" to the #1 position in the US App Store (Health & Fitness), dominating a highly competitive vertical.
- Managed multi-channel acquisition across Tier-1 markets (US/EU) with strict adherence to unit economics and payback windows.
- Mastered creative testing frameworks, producing high-performing ad assets that drove volume for over 3 years.