David Pogosyan

Building user acquisition with w2w funnels from scratch with growth methods

- Management of buying testing, creative generation and development of internal services - Leading of changes in buying and creative processes - Launching tests based on data for Facebook, TikTok, Google Ads and In-app networks - Building from scratch web2web and web2app funnels and landings infrastructure (Hypotesis->Building web quiz->a/b testing->iteration->buying) - Clustering of creatives via chatgpt - integration of ai in buying processes - Improving creative generation processes based on analytics (A/B testing of visual parameters) Cursor, chatgpt, meta api, tt api, pixels, google scripts, big query

- Managing a cross-functional team of 9 people (6 ua managers, analyst, designers) - Manage channels with monthly billing of more than 1.4 mln usd - Participation in tenders, audits, building marketing strategies, media planning, competitive analysis - Automation of cannibalization and channel crossing analysis processes (regression analysis) - Perform incrementality tests - Building analytics structure for buying team - Building reporting structure for clients - Mentoring interns, juns and middles in developing analytical skills and channel management - Launching campaign on Facebook, TikTok, Google ads, in-app networks (Mintegral, Unity) - Launching campaigns on OEM channels - Working with SKAN4 Tool stack: Google sheets, Appsflyer, Adjust, RevealBot, AdHearth Tech stack: Google AppScripts, Looker Studio, SQL

Development of 2 products: 1. Adviser - a system for optimising advertising campaigns, generating baing hypotheses, tracking the execution of advertising budgets for in-app 2. Antifraud - a system for assessing cannibalisation and incrementality of affiliate in-app mobile traffic. - Writing development and testing roadmaps - Market and competitor research - Defining the mathematical basis for product analysis and optimisation together with the development team - Conducting custdevs, gathering requirements from potential users - Creation of backlog of tasks, control of their execution - Interface development and prototyping in Figma - development of customer service for products - analysing and developing optimal user flow - customer search and KP formation Tech.stack: Python, C#, Apache Superset Private practice - Website development for a network of wedding salons, wholesale company in the food industry with customisation of Y.M and G.A. - Maintenance of advertising campaigns in Direct and FB - Reduction of CPA from 14k to 11k due to optimisation of lending and qualitative collection of sem.kernel -Managed Google, Facebook and Applovin buying for casual and mid-core mobile games - Increased ROAS by 50% (from 146 to 211) by successfully testing fake gameplay and implementing CPP tests Development of a mobile game in the fantasy genre - USP defence of the project - Level-design - Calculating unit economics of the project - Game development on Unity+C#

Responsibilities: - Establishing the contextual advertising department - Implementing end-to-end analytics, and setting up events and goals in Yandex.Metrica and Google Analytics - Developing hypotheses and conducting A/B testing, including verifying the statistical significance of results - Analyzing data from advertising campaigns - Optimizing ad creatives and landing pages based on data analysis - Managing advertising campaigns (both contextual and targeted) - Researching and segmenting clients based on JTBD - Building customer journey maps (CJM) - Configuring user action attribution - Preparing technical specifications for website development - Creating reporting presentations Achievements: - Established the contextual advertising department, prepared guides, and mentored a team of 4 ua managers - Increased the share of contextual advertising on projects from 5-10% to 40% - Raised the volume of leads from 500 to 1500 - Reduced CPL from 22$ to 9,50 $

- Project management, building roadmaps for strategy preparation and roadmaps for implementation of prepared strategies - Conducting quantitative and qualitative research (Excel, Power BI) - Development of analytical dashboards in PBI - Analyzing and cleaning databases in Power BI(Sales databases, advertising campaigns) - Processing and working with data - MySQL - Conducting market and competitive research - Consumer behavior analysis based on CRM+J.M+G.A data - Research of JTBD users and formation of communication strategy/positioning on the basis of conducted researches - Conducting mystery shoppers and focus groups, - ABC, RFM analysis, QFD deployment - Building EST-model for positioning of the customer's company and competitors - Development of loyalty programs - Building CJMs, formation of CJM improvement plans in As Is - To Be format with metrics tree overlay. - Identify growth levers for client companies in the marketing funnel based on metrics tree analysis - Creating final presentations in PP using Thinkcell - Defending the final strategy at strat.sessions

Responsibilities: -Media planning -Formulating content plans and rubric for Instagram -Audience segmentation/advertising channel management (FB) -Creating creatives -Collecting feedback and cross-functional monitoring of the sales team - Evaluating the quality of leads together with the sales team - Design development in Figma, website layout on Tilda - Integrating and setting up Yandex.Metrics and Google analytics, setting up GTM, goals - Setting up FB pixel Achievements: - Increased lead volume to 400 leads per month - Development of a new website and increased CR1 by 30%, due to improved UX/UI and correct setting of goals