Sara San Antonio

Lead global mobile growth for Square's paid app ecosystem across 5 apps and 8 geos. Beyond channel strategy, I own the measurement and attribution foundations that paid, ASO, analytics, and product teams operate within — incrementality testing, post-privacy iOS measurement, and AI-driven diagnostics. 🔹 Growth & Performance Impact • Improved Apple Search Ads mROI +228% through multi-event optimization and full-funnel alignment • Reduced Google UAC CPA ~93% post-relaunch using GA4 audience signals • Led mid-quarter budget reallocation identifying 11x CPA inefficiency, redirecting $115K to high-performing channels 🔹 Attribution & Measurement • Designing measurement roadmap spanning SKAN expansion, clean room evaluation, and MMM/MTA calibration • Built incrementality testing program (geo holdouts, ghost bidding, conversion lift studies) to validate true lift • Own multi-touch attribution methodology powering cross-channel budget decisions 🔹 AI Systems & Automation • Built and deployed 15+ production AI tools across Square's marketing org — creative QA, ad copy generation, pacing alerts, screenshot validation, performance diagnostics • Architected multi-agent AI system with intelligent routing, enabling 10x throughput on analytics, creative review, and operations • Built real-time pacing dashboard (React + Snowflake + Databricks) tracking spend across 15 channels 🔹 Strategic Leadership • Led AI adoption across mobile, embedding brand and legal constraints directly into AI workflows • Built alerting to flag broken tracking events, creative fatigue, and spend anomalies before they impact performance • Cross-functional partner across product, PMM, analytics, and engineering on measurement strategy 🔹 Recognition & Speaking • Square "Marketing Transformer" Award (April 2025) • Featured in MobileAction success story • AppsFlyer Flyerside Webinar speaker (March 2026) • Upcoming — 2 breakout sessions at MAU

Led global mobile growth strategy for Square’s B2B app portfolio ($3M+ annual budget), spanning 8 international markets and 5 applications. Own mobile acquisition strategy alongside the underlying measurement, experimentation, and optimization systems that enable scalable, customer-first growth. 🔹 Growth & Performance • Delivered efficiency gains across the global portfolio while modernizing mobile growth infrastructure • Achieved growth targets despite a 12% YoY budget reduction, improving bottom-funnel conversion rates by 24% and reducing CPAs by ~20% while increasing revenue • Improved Google UAC performance despite a 39% YoY spend decrease, driving CVR-to-goal +209%, revenue +91%, and ROI +200% through full-funnel optimization and cross-channel signal integration • Increased Apple Search Ads revenue by ~30% while keeping spend and CPA flat through advanced event optimization and ASO alignment 🔹 Measurement, Experimentation & Systems • Designed and implemented multi-event optimization frameworks across Google UAC and Apple Search Ads to better capture downstream value and incrementality • Established brand vs non-brand separation to enable clearer measurement and incrementality analysis • Integrated SEM high-value intent signals into mobile acquisition to improve efficiency and quality • Partnered with ASO and PMM teams to identify gaps and align paid and organic growth strategies 🔹 Analytics, Automation & Enablement • Integrated AppsFlyer data into Looker to enable automated reporting, QA, and discrepancy detection • Built cross-channel dashboards used by Performance Marketing and PMM teams to support decision-making • Implemented mobile attribution data quality monitoring to surface broken or drifting signals early • Led team upskilling through SQL and Looker workshops to improve analytical self-sufficiency

One of the lead paid mobile marketers focused on managing our mobile growth strategy, building strategy to expand to brand awareness, and maintaining data structure to fit industry standards. APP MARKETING • Built a business case to include a brand awareness pillar with benefits of long-tail effect on our events • Developing Looker reports to automate our current reporting • Identified and adjusted errors in Adjust real-time callbacks, Adjust events, and SKAN setup • Worked with Engineers and Product to audit and correct event tracking • Setup project management tool Monday for Paid mobile team • Create and test Apple Custom Product Pages (CPP) • Work with product and SEO on App Store Optimization (ASO)

I am the lead mobile marketer in paid marketing and manage our mobile growth strategy for our brand campaigns. I am training the team on creating an integrated marketing strategy across platforms. APP MARKETING • Developed workshops to integrate mobile efforts across acquisition efforts • Lead Wrike project management adoption for the Paid Marketing team • Implementing dynamic ads to create a customized user experience • Build use case and supported re-engagement efforts • Presented in mobile roadshow to highlight importance of mobile users to c-suite and multiple other teams DATA VISUALIZATION • Co-led Hackweek Voice of the customer dashboard and was the lead person for visualization • Helping prep data for Tableau digestion and resource to data eng/NLP teams • Discovered and implemented a replacement spend aggregation report saving ~$200k/annual • Worked to produce a work management report using Wrike data. Also, used as a training opportunity to help teach a specialist how to use Tableau and work with stakeholders • iOS14.5 adoption & Facebook report allowing us to see user adoption rate and possible effects across multiple Facebook ad accounts

Lead mobile growth marketing efforts across Trulia, Zillow, and StreetEasy. I also lead and hold Tableau training workshops and sessions for the Performance Marketing team. APP MARKETING • Conducted industry lead customer segmentation journey to identify gaps in our strategy • Manage more than $6+ million annual budget across various networks for acquisition • Identify opportunities to start retention campaigns DATA VISUALIZATION • Tableau training sessions and workshops - helping the team learn how to integrate data using various sources and the basics of Tableau in 3 workshops • Worked with Customer Care and Product to create a newsletter on customer sentiments • Streamline everyday reports saving the team 15+ hours/month covering multiple areas: cross-channel, YoY install and event tracking, measurement bug alerts, and more • Worked with multiple stakeholders to produce a source of truth App Dashboard • Used large data set to produce a look at how Trulia and Zillow app users overlap

Promoted to App marketing manager after Placed was acquired by Snap, Inc. I assisted in growing the overall panel size to 1.2MM+ daily active users by managing our affiliate accounts and user acquisition efforts to grow the overall user base. USER ACQUISITION: • Managing a $4MM annual budget • Testing new acquisition marketing channels • A/B testing value prop for ads and app store descriptions • Helped improve overall ad click-through-rate MARKETING ANALYTICS: • Attended and completed in-person Tableau Desktop III: Advanced course at Tableau • Transitioned all reporting to Tableau for better visualization and ability to process large data sets - Allowed us to pinpoint best performing and remove under performing networks - Created a better understanding of long-term users - Find peak/low seasons for our KPIs - Insight into possible tests to improve retention • Lowered overall cost per KPI and increased overall retention in apps

Placed is the leader in location analytics. I came on-board for community support later advancing into a user acquisition focused position. I assisted in growing the panel size to 700,000+ daily active users by managing our affiliate accounts and user acquisition efforts to grow the overall app user base. USER ACQUISITION: • Managing and running mobile user acquisition campaigns • Maintaining relationship with networks • Testing new acquisition marketing channels • Creating and testing value prop ads for several platforms • Execute international go-to-market and app release strategies • Assisting with short/long copy for all apps • Optimized and maintained Facebook/Twitter campaigns MARKETING ANALYTICS: • Improving marketing excel spreadsheets for analysis of HVU, CPI, and SEM • Reviewing installs for potential fraud • Analyzing CPM to determine competitiveness in market • Using CTR versus CR over time to determine if ad refresh is needed • Keeping an eye on budget and CPI ACCOUNT MANAGEMENT: • Maintaining relationship with affiliates • On-boarding app developers into our affiliate program. • Identifying and contacting potential affiliates • Testing APK integration and reviewing EULA COMMUNITY MANAGEMENT: • Producing content for owned and operated apps • Creating and monitoring content on all owned and operated app social media • Customizing app help centers including auto guess and stylizing • Creating and implementing macros • Prizing out awards to community members • Improving prizing excel • Maintaining relationship with third party vendors for prize distribution • Monitoring support health and communication for Placed apps a community of 132,000+ • Creating responsive email newsletters for company leads and apps • Assisting in creating content for in-app messaging MISC: • Interviewing and training new interns

Hired full-time after internship managing a high-volume workload within a fast changing deadline-driven environment. Monitoring support health and communication for a 360,000+ creative community and completing multitudes of tasks inside and outside my field. COMMUNITY MANAGEMENT: • Acted as temporary Community Manager during their absence • Monitoring support health via live chat, phone, and tickets • Assist in setting Zendesk support and life chat system • Responsible for training new interns and contractors • Wrote short biographies about featured members • Moderating ads for copyright and trademarks DESIGN: • Designing ads, seasonal logos, staging sites, flyers, and PowerPoint decks • Created cohesive brand look across company assets CAMPAIGN MANAGEMENT: • Campaign outreach and improving data entry spreadsheets • Focusing on Mike's Harder campaign

Managed a high-volume workload within a fast changing creative deadline-driven environment. Completing multitudes of tasks to further broaden my skill set. CAMPAIGN MANAGEMENT: • Focusing on LG and Slurpee campaigns– reaching out to 300+ schools and 200+ filmographers • Train new interns how to do ad moderation and email outreach • Improved data entry spreadsheet DESIGN: • Design various PowerPoint Presentations and flyers for clients COMMUNITY SUPPORT: • Resolved an average 200+ inquiries a week via email and calls • Moderate an average of 150+ user-generated ads Delivered packages through FedEx, UPS, and USPS

Handled a wide variety of tasks utilizing each of my talents in marketing research, design, and social media. • Increased Twitter follower count by more than 20% • Created an Adobe InDesign template with company branding style to help lend a more cohesive look to our Guides • Created Super Bowl infographic reaching thousands of people online

○ Helped create logo for The Living Spring Association ○ Created company logo for Girl in Yellow ○ Created logo for Rain City Exotics ○ Created logos for various school clubs at the University of Washington Bothell

○ Creating and increasing social media numbers ○ Creating a marketing plan ○ Improving SEO using Google Adwords/Analytics ○ Redecorating rooms: painting, tinting windows, moving and assembling furniture

○ Assist with UWB Global Executive Mini-MBA’s campaign identifying 54 potential investors ○ Assist with The Global Classroom marketing research and campaign, contacting 30 advisers