Senior Director Of Growth Marketing / Head Of Growth
• Led 12-person team across user acquisition, CRM and product marketing to invest a $50M+ annual budget through prioritized campaigns and marketing initiatives• Drove $400M in combined purchase and sales revenue with 100% ROAS through paid UA campaigns and reduced CAC by 50% over 2 years• Developed MarTech quarterly product roadmap with PRDs and managed 7+ person team including back-end, data and machine learning engineers focused on delivering advanced models, real-time data pipelines and accurate reporting• Launched an inaugural SEO and ASO function within marketing by onboarding two specialized agencies leading to a 9%-17% increase in impression-to-download rate in Apple/Google app stores and higher SERP rankings for Mercari.com• Established a geographic-based incrementality measurement for iOS campaigns in the post-IDFA world, allowing for data-driven allocation of budget with uplift and statistical significance metrics• Scaled monthly CRM promotions ten-fold reaching $3M monthly spend with 140% ROAS as determined by lift measurement between treatment and control groups for each audience and campaign• Crafted hundreds of creatives and ad copies with agency assistance, and ran campaigns including Super Bowl LV video ads across social, display and search channels, while balancing between CTR, IPM, CAC and ROAS• Owned all tracking-related components including UTM structure, GTM configuration, Adjust attribution and internal SQL logic, ensuring correct KPI calculations for critical metrics
