Alex Grechin

RnD: — Market analysis to identify the most suitable vendors; — Conducting negotiations and obtaining commercial proposals for service delivery; — Coordinating the integration of vendor solutions; — Launching and scaling functionalities provided by vendors; — Analyzing the effectiveness of implemented functionalities, building reporting frameworks, and optimizing feature performance. AdMon: — Identifying and integrating the most optimal monetization solutions; — Deploying these solutions across all supported platforms; — Developing synchronization and management algorithms for AdMon and AdTech solutions (both within each domain and across them); — Optimizing and managing operations to increase the share of revenue from these areas in the company’s overall income structure (main OKR). AdTech: — Developing and optimizing pricing algorithms within the advertising platform; — Improving the UI/UX of the advertising platform; — Developing ML-based algorithms for user forecasting and internal auctions (synchronizing AdMon and AdTech); — Expanding and optimizing the existing SSP inventory.

— Evaluation and selection of projects applying for publishing — Analyzing the prospects, strengths and USP for the project — Developing a development strategy to bring the project to market — Drafting initial roadmap based on the strategy and planning sprints — Monitoring of deadlines and assistance in realization of tasks, control of technical readiness of the project — Developing the creative concept for the project, generating scripts for creatives and setting the terms of reference on its basis for the video production team and ASO team. — Control over integration of all necessary libraries and events — Formulation of vision and KPIs for the project — Together with UA team: test advertising campaign implementation — Together with UA/Analytics team: Analyzing the KPI achievement of the advertising campaign and making a decision on further work with the project. — In case of a positive decision on further work with the project: Drawing up a roadmap on key monetization features and making a plan for bringing the project to market and scaling the UA campaigns — PnL planning for external studios Projects in operation: — Analyzing the monetization potential and current state of the project — Making recommendations for project monetization with projections and product impact estimates, hypothesis generation and experiment design documentation for AB tests — Pitching a list of recommendations to key stakeholders

Key differences in my work on this position are: — Additional platforms (Huawei, Web, Windows RT); Find the technical solutions, ad formats, analytics tools and implementation control — New mediation solution (DT FairBid, GAM360); — Works with BI-tools (Tableau and DataWrapper); Prepare and present a reports for different dapartments — Different ad formats (Rewarded Surveys, Rewarded Audio, etc.); Find a providers/ad networks, create a new in-game placements, control and test implementation — Works with Brand Demand (Direct Deals, etc.); — Works with DSP/SSP (Magnite, Springserve); — Different workflow (20+ games in operation); — Works with documentation (Processes, Policies, Roadmaps, How To);

All tasks for Ad Monetization Manager, plus: Mediaplanning: - Working closely with the production team to define monetization strategy Monetization: - Find and research new formats of ad monetization( special projects, cross-promo, native ads) Document circulation and analysis: - Effects analysis of all in-game events and UA activities to the ad monetization performance Technical: - Implementing and monitoring the production team in different phases of the production of the game to help define the monetization features of the games - Work with inner/outer API's with general code (html, json) and basic knowledge of programming languages (SQL, Python, C++).

Mediaplanning: - Drawing up and approve a work monthly/yearly plan for monetization activities (adrevenue estimation, key geos, adnetworks, and formats) - Monitoring and analysis of major competitors and key app markets (Appstore, Google Play) - Create an initial strategy and mediaplans by each project due to claimed Dates and KPI - Find the ad networks and partners for ad monetization activities according to mediaplan (adnetwork inventory by regions/formats, historical and forecasted performance) Monetization: - Waterfall' optimization in different mediation platforms (ironSource, AdMob, MAX) - Run A/B tests to optimize monetization efforts in collaboration with game analytics; - Test and implement new ad monetization tools (s2s logging, price floors, server-side networks, segments) Document circulation and analysis: - Providing reports and providing weekly progress updates to all stakeholders involved - Prepare and processing of initial and financial documents for ad monetization (IO, DPA/MC, ToS, etc.) - Performance analysis of ad monetization A/B tests activities (Google Firebase, in-house tools, etc.) - Make and calculate general analytic spreadsheets by project/audience key metrics Technical: - Troubleshooting in cooperation with a game-design, QA, and content teams; - Control of the relevance and compatibility for all ad monetization components (SDK, and adapters) - Control of the legal compatibility and setup all mandatory parameters for ad monetization (CCPA, COPPA, GDPR, app-ads.txt, sellers.json, regional standards) - Find and processing for advertisers which violate the adnetwork rules/our products policy

Mediaplanning: - Monitoring and analysis of major competitors and key app markets (Appstore, Google Play) - Create an initial strategy and mediaplans by each project due to claimed Dates, KPI, and budgets - Find the ad networks and partners for user acquisition activities (DSP, RTB, Google Adwords, Facebook ads, in-app adnetworks, motive traffic, ASO) Creatives: - Prepare and optimize additional marketing materials to launch new projects and boost existing projects. (description text, store icon, screenshots, keyword, promo video) - Prepare and optimize UA marketing materials (video creatives, banners, end cards, call to action) UA: - Setup and integration tracking tools for UA activities (Appsflyer, in-house system) - Prepare, launch, monitoring and optimization UA campaigns (by creatives, by advertisers, by targeting, anti-fraud optimization via FraudScore and Scalarr) - Audience analysis and key metrics by sources in live time, and post-campaign data (ARPU, ARPPU, Retention 3/5/7, etc.) via attribution and analytics system (AppsFlyer, Singular, AppSumer, Acquired) - UA activities with additional app stores (Amazon AppStore, Samsung AppStore) - UA activities with a new non-standard channel: - TV advertising via SpotEffect and DC Analytics - Steam UA via BlindFerret and Exmox and RedShell as a tracking platform Document circulation: - Prepare and processing of initial and financial documents for UA activities (IO, DPA/MC, ToS, etc.) - Reporting by UA campaigns results - Make and calculate general analytic spreadsheets by project/audience key metrics

General: Participation in the development of the Social Marketing Strategy and Media Planning; Concept development of brand promotion Coordination of promotional activities in social networks on the project; SMM: The preparation, management, and control of SMM-projects at all stages: analysis, strategy, preparation, launch, maintenance, and development. Audience analysis and its activities in SM, segmentation Developing a content plan The management of contextual advertising Achievements: Increased traffic at 50% of the social networks over the past year Conclusion the majority of company' communities to a leading position in the TOP 10, among the competitors Reduced costs at SMM through proper selection of advertising sites The increase in the number of leads that come from social networks for 3 times