Jiechao Chen Email & Phone Number

Berlin, De

Germany

Karlsruhe, Baden-Württemberg, Germany

Responsibilities• User Acquisition (UA): Managed UA strategies for multiple games (including PC titles) with a profit-first mindset. Other activities include: pre-launch testing for new product development (NPD) and App Store Optimization (ASO) using AI tools.• Cross-Functional Collaboration: Partnered with UA data science and creative teams while working with international studios in Germany, the UK, Canada, and India.• Market Research & Experimentation: Conducted in-depth market research and explored alternative user acquisition channels to diversify the UA mix.Key Achievements 1. UA Performance Optimization ○ Ocean Engine Success: 3x the monthly UA profit for Nonstop Knight 2 in China by scaling campaigns on Ocean Engine (Chinese TikTok). ○ Channel Exploration: Successfully ran sustainable campaigns on AppLovin for Knighthood, becoming the first game in the portfolio to achieve profitability on this channel. ○ PC Game Marketing: Launched a Steam wishlist campaign for EMERGENCY using Reddit and X (Twitter), achieving 100K wishlists and formalizing methodologies for future PC UA initiatives. 2. Pre-Launch Test ○ Conducted a comprehensive pre-launch UA test to validate the decision to collaborate with Paradox Interactive on Vampire: The Masquerade – Clans of London, providing actionable insights for this vampire-themed collectible card game (CCG). 3. App Store Optimization (ASO) ○ Improved keyword rankings (from unranked to top-ranked) and downloads by incorporating competitor keywords into ASO strategies. ○ Designed a prompt template for AI-generated store descriptions, streamlining text creation and improving the keyword density efficiently. 4. Channel Exploration ○ Tapjoy offerwall (CPE model) ○ CPI-based influencer marketing campaigns with Gameinfluencer (G.IO) ○ New Apple Search Ads placements, including Today Tab, Search Tab, and Product Pages

Fuzhou, Fujian, China

Responsibilities • User Acquisition (UA): Led UA execution, market research, and testing strategies for new game launches, ensuring cross-functional alignment. • Data Optimization: Partnered with PMs to enhance internal BI tools, improving data insights for UA campaigns. • Team Leadership: Managed a 5-member team, driving hiring, performance evaluation (KPI/OKR), and capability building.Key Achievements 1. Data Optimization & ROI Impact ○ Improved ROI evaluation across projects by refining algorithms linking device IDs to user IDs. ○ Released ad-level data integrations (ad accounts, MMPs, BI) by improving naming conventions and data structures, boosting UA insights. 2. Team Efficiency & Training ○ Introduced Power Query, increasing reporting efficiency and reducing manual workload. ○ Delivered 8 training sessions on A/B testing and ROI prediction, upskilling 20+ colleagues. 3. BI Enhancements ○ Designed and launched a creative management system for UA, driving actionable insights. ○ Completed 50+ BI optimization requests annually, including major improvements in query tools and systems. 4. Leadership & Performance ○ Introduced quarterly OKRs in Q4 2019, achieving high team scores through process reviews. ○ Built a high-performing team, hiring 5 top candidates.Key Project: Revenge of Sultans (Arabic Version) • ROI Success: Surpassed monthly ROI targets more than 80% of time. • User Growth: Increased Snapchat installs by 208% YoY in GCC through creative analysis and optimization, and led the first successful AR Lens campaign. • Re-engagement exploration: Conducted 5 re-engagement lift tests and developed methodologies for future campaigns.

Fuzhou, Fujian, China

Key Outputs 1. A/B Test ○ Designed and executed theme and character testing campaigns on Facebook during the pre-launch phase, providing actionable insights for game theme selection and character prioritization. ○ Developed a best-practice framework for testing processes, successfully applied to subsequent projects. 2. Market Research ○ Produced 5+ strategic market reports using tools like Sensor Tower and App Annie, driving decisions in new product development (NPD). ○ Collaborated with Google International Growth Team (IGT) to leverage bonus resources by defining clear research objectives and deliverables.

Fuzhou, Fujian, China

Key Outputs 1. User Acquisition Campaign Management ○ Managed and optimized UA campaigns across Facebook, Google, and Twitter Ads, driving user growth and achieving performance goals 2. Reporting & Automation ○ Streamlined project reporting processes by integrating and automating multiple reports, reducing manual workload and increasing efficiency. ○ Designed and implemented a data discrepancy report, enabling timely detection and resolution of technical issues.

Nanjing, Jiangsu, China

Key ClientsConverse China, FCA, Discovery Go, Gerber Life InsuranceResponsibilities • Reporting Automation: Developed and maintained automated reporting solutions to streamline data production and delivery. • Web Analytics: Provided comprehensive analytics for brand websites, including user behavior, performance trends, and navigation patterns. • Tagging Implementation: Delivered tagging recommendations to enhance data tracking and measurement accuracy. • Business Development Support: Assisted in creating pitch decks and business development documentation for prospective clients.Key Achievements 1. Churn Analysis: Identified retention issues and provided actionable recommendations to improve customer engagement. 2. Campaign Performance Insights: Analyzed campaign effectiveness, uncovering opportunities to optimize ROI and conversion rates. 3. Navigation Optimization: Conducted key navigation analyses to improve website usability and user flow.

Nanjing, Jiangsu, China

Nanjing, Jiangsu, China

Master’S Degree, Marketing Analytics, 3.5/4.0

Key courses in program: Advanced Marketing Analysis, Statistical Programming, Data Science, Market Forecasting, Marketing Research &.

Bachelor'S Degree, Marketing, 3.4/4.0

Activities and Societies: AIESEC ZZU, Student Association• Awarded Provincial Outstanding Graduate Student Award of Henan. • Awarded.