Senior Especialista en publicidad dirigida

Performance marketer with experience in fintech since 2020. Specialized in launching and scaling mobile applications across international markets (Asia, CIS). Since 2023, fully responsible for end-to-end campaign management: strategy, budgeting, optimization, and scaling. Proven track record of significantly increasing volume while reducing acquisition costs and maintaining traffic quality, including risk-related metrics (e.g. default rates). Responsibilities: • Launched and managed paid acquisition campaigns for mobile financial applications • Scaled campaigns across multiple markets: Philippines, India, Kazakhstan, Russia, Sri Lanka • Optimized campaigns in Meta, TikTok, and VK Ads • Performed budget planning, forecasting, and spend control • Analyzed performance metrics (CPA, ROI) Independent ownership (since 2023): • Defined acquisition strategies • Identified scaling opportunities • Took full responsibility for campaign performance Analytics & integrations: • Configured AppsFlyer (postbacks, event tracking) • Coordinated SDK and pixel integrations with development team • Collaborated with analytics team on HevoData pipelines • Analyzed BI data and risk metrics (including default rates) Cross-functional collaboration: • Managed creative production via design team • Worked closely with development, analytics, and risk teams • Used Jira / Confluence for task management Additional: • Managed push traffic campaigns (Push.House, PropellerAds) • Supported Google Ads and Yandex Direct when needed ________________________________________ Achievements 🚀 • Increased approved loans from 270 to 6,700 per month in 16 months (~25x growth) • Reduced cost per approved loan from $41 to $30 (-27%) while scaling • Scaled monthly ad budget from $11,000 to $200,000 • Maintained traffic quality during scaling using risk and BI metrics (including default rates) • Transitioned to fully independent performance ownership (strategy, scaling, optimization)