📄 Summary

• Service : theQoos Inc, Seoul Office
  • theQoos : K-pop media app service (About 'theQoos')
• Period : Mar. 2020 - Aug. 2021 (18 months)
• Job title : Performance marketing lead
• Target market : U.S. and Global (U.S. 80%, Global 20%)
• OKR : Reaching target accomulated app downloads and retention index to achieve series A investment
• Milestone Accomplishments :
  • Contributed to acc. 400k+ app downloads during 2020. 1. 13 - 2021. 8. 2 (20 months) : Paid user ratio 56%
  • Successfully sustained quality D+1 Retention KPI : All-time D+1 RR quality at least 82%+ of organic’s
  • Successfully achieved CPI goal of sustaining it under $2 in U.S. : All-time CPI actual avg. $1.78
  • Conducted in-app data monitoring / user behavior analysis and shared the report internally on a weekly basis : Used various data analytics tools such as Google Analytics, SQL, etc.
  • Collaborated with other dept. - In-app engaging marketing events, Push message test leading, Product development projects ** : Contributed to improving D+1 Retention from 19% (June, 2020) ⇒ 38% (July, 2021)**

🔑 Keywords

• Paid app marketing : Mobile app marketing, User Acquisition (UA) marketing, Google UAC, FB/IG ads, Tiktok ads, Singular, Ad-networks, etc.
• Data analysis : SQL, Snowflake, Google Analytics, Singular Data Destination
• Creative production
  : Creative planning to production, Native creative productions, Social media tailored creative, Creative AB test

👨‍💼 Main R&R, Accomplishments

• Paid marketing lead

  • Paid UA marketing leading, Campaign execution to achieve KPI with allocated budget

    Main KPI Index accomplishments

  • UA campaign strategy building and execution / Media mix designing and execution mainly with big meida (UAC, FB, Tiktok, and etc.)

    Marketing channel operation cases

  • Targeting researching, testing and optimizing

    Targeting researching and optimization cases

  • UA channel and country extention via test campaigns

    • Tested new media : Tiktok, Apple Search ads, Twitter, Adcolony, Moloco, etc.
    • Tested new countries : IN, PH, DE, UK, CA, FR, ES, etc.

  • Paid marketing aid in collaboration with organic marketing promotions

    Organic marketing collaboration cases

  • Mapped and integrated essential in-app events with MMP and major media dashboards

    • MMP (Singular) : Cost Per D+1, D+7 Retained Users
    • Major events integrated : Session start, Lapsed Users, Main in-app screen (e.g) feed, community, artists) view counts, etc.

• Data monitoring and analysis

  • In-app data monitoring / user behavior analysis to find and share insights internally via weekly reports

    • Monitored and updated major index that are essential to include in investment pitch deck (MAU, DAU, Retention trend, etc.)
    • Monitored and shared remarks regarding user persona (Source : Google Analytics)
    • Monitoring and sharing remarks regarding user behavior (Source : Singular, In-app Database)

  • User persona/behavior analysis to reflect in production development and UA campaign

    User Persona/Behavior analysis application cases

  • Built In-house database dashboards in collaboration with data-analytic personnel

    • Integration of Singular data destination and Snowflake
    • SQL data analysis from unified dashbaord out of in-house database and user level database provided by MMP ⇒ Applied insights in production development and paid marketing

• Creative production lead

  • New creative and variation production lead

    Channel tailored creative production cases

  • Developing and optimized key marketing message based on market data and team discussions

    Marketing message test cases

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