Project & Product Management / Digital Businesses / Digital Strategy / Digital Transformation.

Mobrand was a leading solution provider in the mobile ad:tech industry, helping the world’s top app developers, and mobile web publishers to achieve success on the growing mobile marketplace. The company's cutting edge big-data technology drove demand competition, improved fill rates and ensured the best possible advertising income for its partners.

Aptoide was at the time of writing the 3rd largest android appstore (just surpassed by google play and amazon appstore), at Aptoide I was responsible for optimizing all the ad revenue generated by Aptoide's android native app and Aptoide's mobile website using the latest mobile mediation platforms (CPM). I was also responsible for the release of the new performance based mobile ads network - Aptoide Ads (CPI native mobile ad network - non incentivized).Main activities:•… Show more Aptoide was at the time of writing the 3rd largest android appstore (just surpassed by google play and amazon appstore), at Aptoide I was responsible for optimizing all the ad revenue generated by Aptoide's android native app and Aptoide's mobile website using the latest mobile mediation platforms (CPM). I was also responsible for the release of the new performance based mobile ads network - Aptoide Ads (CPI native mobile ad network - non incentivized).Main activities:• Responsible for all Acquisition, Retention and Monetization strategy;• Pursue, develop and prospect new business relationships;• Manage and develop existing relationships with current clients;• Advance and establish new opportunities with existing accounts, tighten relationships, define and report revenue opportunities;• Manage communication regarding product promotions, product changes and product optimization between clients, suppliers and internal team;• Keep abreast of trends and news to ensure that all possible opportunities are exploited;• Set up meetings, identify opportunities and prepare information for potential partners.Main achievements:• Established partnerships with various mobile ad networks that plugged into our SSP/Mobile Mediation Solution, what improved the overall fill rate (+70%) and revenues (+20%).• Defined a very successful go-to-market strategy for Aptoide ads, by establishing partnership with big performance-based mobile ad networks that enable Aptoide to run hundreds of CPI campaigns from day 1, generating thousands of CPI downloads each day for advertisers such as OLX, Electronic Arts, King.com, Glu Mobile, Amazon, Zalando, Danone and many more;• An overall ad revenue increase of more than 40% on a four month period;• Aptoide was able to achieve profitability for the first time in 4 years. Show less

Responsible for the creation of a new business unit dedicated to free-to-play game publishing on the Brazilian and Latin American markets.Established partnership deals with major European and Asian game developers (Browser based games / client based games).Main activities:• Performed strategic analysis of the Freemium and Free-To-Play gaming market: in-depth market, consumer and competitive analysis to support overall business strategy and maximize ROIC;• Identified… Show more Responsible for the creation of a new business unit dedicated to free-to-play game publishing on the Brazilian and Latin American markets.Established partnership deals with major European and Asian game developers (Browser based games / client based games).Main activities:• Performed strategic analysis of the Freemium and Free-To-Play gaming market: in-depth market, consumer and competitive analysis to support overall business strategy and maximize ROIC;• Identified growth targets, business objectives and brand strategies aligned with global business unit plan;• Established close partnerships with Asian and European game developers – exclusive licensing, revenue share and channelling deals;• Created a new brand and new game portal • Outlined and deployed plans and initiatives to support the broader short and long-term business unit strategy;• Defined and executed user Acquisition, Retention and Monetization plans;• Worked with local PR agencies on the development and implementation of go-to-market strategies; • Conceived and implemented a new reporting tool that enabled the product management team to Analyse metrics such as Monthly Active Users (MAU), Daily Active Users (DAU), Average Revenue Per Paying User (ARPPU), Average Revenue Per User (ARPU) and churn rates;• Thoroughly monitored media investment, ensuring that the Cost-Per-Lead (CPL) was in-line with the overall client Life Time Value (LTV) of the gaming business unit clients;• Constant analysis of P&L and KPIs such as Gross/Net Revenue, Media Investment, Contribution Margin and LTV, assuring investment budget maximization;• Outlined and executed Social Media and Community Management strategies to ensure brand notoriety across target markets and user retention on the game portal;Know more about this experience, get my master thesis at: www.luisfrade.com Show less

Responsible for the elaboration and analysis of commercial proposals for digital advertising campaigns for clients such as VIVO (Brasil), Cablemás (México), TMN (Portugal) and others.Main activities:• Established strong relationships with clients;• Outlined Marketing and communication campaigns;• Elaborated media plans;• Managed Affiliate Networks / Publishers - Payouts, creativity conception and approval;• Designed and analyzed commercial proposals for… Show more Responsible for the elaboration and analysis of commercial proposals for digital advertising campaigns for clients such as VIVO (Brasil), Cablemás (México), TMN (Portugal) and others.Main activities:• Established strong relationships with clients;• Outlined Marketing and communication campaigns;• Elaborated media plans;• Managed Affiliate Networks / Publishers - Payouts, creativity conception and approval;• Designed and analyzed commercial proposals for online advertising campaigns in various business models such as CPM, CPC, CPL and CPA;• Media sourcing and media buying – display advertising, e-mail marketing, search advertising, social ads;• Defined SEO and SEM strategies;• Created and overviewed campaign design / user flow briefings;• Monitored and Optimized campaign results. Show less

Responsible for managing the media investment made in the South African market. Experience in investing and managing mobile and web campaigns across various platforms/ad-networks such as Google Adwords, Facebook Ads, Adbrite, Admob, Buzzcity and others. Main activities:• Developed marketing and communication plans;• Developed market & competition analysis;• Managed PPC campaigns;• Outlined SEO and SEM strategies;• Managed day-to-day Affiliate Networks… Show more Responsible for managing the media investment made in the South African market. Experience in investing and managing mobile and web campaigns across various platforms/ad-networks such as Google Adwords, Facebook Ads, Adbrite, Admob, Buzzcity and others. Main activities:• Developed marketing and communication plans;• Developed market & competition analysis;• Managed PPC campaigns;• Outlined SEO and SEM strategies;• Managed day-to-day Affiliate Networks partnerships (CPA);• Performed Life Time Value Analysis (LTV);• Established strategic partnerships with various online publishers. Show less

Main activities:• Assistant tax consultant for clients such as Sport Lisboa e Benfica, Diaverum and BASF;• Preparation of corporate Income Tax Statements such as Modelo 22 and IES.