Senior Especialista em Segmentação

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)