Ghent Metropolitan Area
With over ten years of dedicated experience as a Data-Driven Performance Marketing Expert, I've specialised in harnessing the power of data to drive strategic growth initiatives. My expertise extends beyond conventional performance marketing, as I utilise insightful data analysis to propel sustained growth and unlock valuable opportunities.
• Develop and execute performance marketing strategies across digital channels (Google, Meta) for web and apps. • Manage and optimize budget allocation across channels to maximize ROI while achieving acquisition and revenue goals. • Oversee day-to-day campaign management to meet new customer acquisition and ROI targets. • Lead improvements in the marketing technology stack to enhance user acquisition performance, focusing on attribution, incrementality measurement, and growth data systems. • Utilize data-driven insights to inform marketing decisions, track key performance metrics, and assess marketing effectiveness. • Collaborate with the creative team to drive an effective creative growth engine. • Partner with product, engineering, and larger marketing teams (email, partnerships, affiliate, SEO) on cross-functional growth projects. • Key Tools: Excel & Google Sheets & Slides, Amplitude, ChartMogul, Google Analytics, Sensor Tower, SimilarWeb, ChatGPT
• Product & user behaviour analysis & AB testing • Product (app) development proposals insights support • KPI dashboard structure upgrade • Key Tools: Excel & Google Sheets, Online surveying, Internal AB testing tool, Sensor Tower, Mode Analytics
Twoo: a social discovery and dating platform. It allows users to connect with people in their local area or around the world via app, mobile web, web (Saas & Consumables). Ablo: (Google: Best app of 2019): a social networking and live streaming app that facilitates connections between users worldwide (Saas & Consumables). Performance marketing strategy and execution for Twoo & Ablo • Go to performance market strategy preparation • Paid ads channels and spend planning (€100k+ monthly budgets) • Meta, Google, Liftoff, Tik Tok campaigns execution, • AB testing, creatives and targeting analysis and optimisation in 100+ markets • ASO App Store & Play store optimisations • KPI Dashboard (Kibana): structure & segments setup design • Performance and user analysis (Internal dashboard, Google Analytics, Adjust, Surveys) • Performance team coordination and management • Key Tools: Adjust, Excel & Google Sheets & Slides, Kibana, Google analytics, Internal KPI Dashboard & AB testing, data.ai (App Annie), Similar Web
• Business analysis to understand user behaviour, identify opportunities, and address potential issues • Supporting decision-makers and engineers by providing data-driven insights to enhance user experiences and inform strategic choices. • Collaborating on marketing efforts to develop and implement effective strategies based on data insights, driving growth and engagement. • Conducting ad hoc and continuous research and analysis on user sentiment, satisfaction, and behaviour via online surveys • FB and Google advertising campaigns preparation, execution, and analysis • KPI dashboard structure, focus development: new metrics in dashboard, segmentations, views. • Key Tools: Excel & Google Sheets & Slides, Internal KPI Dashboard, Google Analytics, Online Surveying (Survey Monkey), SPSS
• Full ownership of the quantitative projects (Brand & AD tracks, Satisfaction surveying in Telecommunications sector) from questionnaire preparation, SPSS & Excel analysis to final report and presentation. • Desk research focused on Balkan markets in cooperation with McKinsey & Company
Organization of marketing events & marketing education: • fANfARA 2010, Student marketing conference, Creative Department Lead • fANfARA 2009, Student marketing conference, Creative Department Member • Advertizziv, Advertising Agencies Cooperation Project, Project manager • Social Media Management (FB, Twitter) for Slovenian Marketing Association (SMA)