Yuko Edwards Email & Phone Number

Culver City, Ca, Us

• Lead the publishing team strategy for free-to-play and subscription mobile games across UA, Marketing, and creative services.• Oversee a team of marketers, creative strategists, and UA leads focused on live operations publishing support, GTM strategy, marketing budgets and forecasting, co-publisher partnerships with Eastern companies, ad network and Apple/Google platform relationships.• Deliver cohesive Flywheel campaigns that drive engagement and revenue across our key lines of businesses (games, theatrical, streaming, e-commerce)

San Francisco, Ca, Us

Novato, California, Us

• Directed the GTM global marketing strategy and marketing P&L and budget for two unreleased AAA IP strategy and RPG mobile games.• Defined the customer journeys and target audience with consumer insights data, product positioning, brand partnership guidelines, media activations, key messaging and PR comms plans.• Led a team of product marketers that focused on driving ASO, creative development (UA assets, game name, logo, icon, website, copy), GTM planning and launch strategy.• Orchestrated the international marketing teams in the US and Asia to develop high impact regional marketing plans, ensuring plans were cohesive, on-brand, insights driven, and locally relevant.

Novato, California, Us

• Led global UA strategy for all 2k mobile games, including NBA2K Domination, WWE Supercard and upcoming new launches.• Established the mobile UA infrastructure while leading the hiring and mentorship of a global team of 4 across Seattle, Japan, and the SF Bay Area.• Oversaw a yearly UA budget of $5M+, developing full-funnel acquisition strategies to deliver 100% investment payback over 12 months through precise forecasting, targeted campaigns, ROAS analysis and optimization, and A/B testing frameworks.

Los Angeles, California, Us

• Shorter tenure of 5 months due to accepting leadership opportunity at 2K to build the UA function• Mobile gaming advertising expert for AAA gaming clients including Scopely, Zynga, and Tilting Point.• Pitched mobile advertising opportunities for TikTok Ads Platform and Products based on client goals, data-driven insights, and industry trends.• Developed close-knit relationships with key client executives and c-suite, advocating their feedback into the TikTok Product roadmap.

• Cultivated strategic partnerships with AAA clients (Zynga, Supercell, Kabam, Seriously) at the manager, director, and c-suite levels, serving as a trusted advocate for the client’s business goals to Facebook’s internal key support functions across measurement, auction, and creative shop.• Managed a yearly BoB of $XXXMM+, constructing data-driven media plans, optimization strategies, and testing frameworks across different product lifecycle stages (launch, evergreen) that drove quarterly growth, aligning client goals to a suite of Facebook products and best practices across: Mobile App Ads (MAI, AEO, VO), Reach & Frequency (Brand Awareness, Video Views), Creative, and 3rd party influencer platforms (Cameo).• Consistently achieved 95%-105% of quarterly attainment while generating JBPs to maintain steady ad spend growth. Promoted 1x in 2019.

San Francisco, Ca, Us

• First local hire and employee #7, hired to build Marketing’s infrastructure and develop plans to break into the Western app ecosystem.• Led a team of 5 UA Managers while overseeing a multi-million dollar yearly budget that focused on revenue and retention goal attainment, optimizing metrics across CTR, CVR, Installs, CPI, Retention, ROAS, ARPU, ARPDAU, pLTV .• Launched 14+ mobile games and 1 news app, executing global mobile acquisition campaigns from a soft launch, launch, to live operations state with monthly budgets ranging from $25K to $500K+ depending on launch phase, consistently achieving a d1/d7 ROAS targets of 5%/15%+.• Influenced stakeholder alignment with Analytics, BI, Engineering, and Product to build UA infrastructure and operational efficiency through attribution and bidding models, reporting dashboards, data QA, and measurement methodology.• Structured AppStore featuring deals with our external platform partners (Apple, Google) while building close relationships with 60+ ad channel partners such as Facebook, Google, Unity, AppLovin, Apple to maximize reach and revenue.

San Francisco, Ca, Us

San Francisco, Ca, Us

San Francisco, Ca, Us

Bachelor Of Arts - Ba, International Relations And Japanese; Double Minor In Communications And Global Studies

Education record