Shaun Williams

-Led global mobile growth strategy for Magic: The Gathering Arena, driving user acquisition through large-scale, multi-channel paid media campaigns. -Managed strategy, planning, execution, and analysis for tens of millions of dollars in user acquisition spend, optimizing CPI and CPA for efficiency. -Spearheaded App Store Optimization (ASO) and App Store Marketing initiatives, increasing visibility and conversion rates across Apple and Google Play. -Partnered with product, data science, and finance teams to align marketing investments with business objectives, ensuring sustainable growth. -Developed and led a high-performing growth marketing team, mentoring talent and fostering a data-driven performance culture.

-Owned end-to-end execution of Apple Search Ads (ASA), Universal App Campaigns (UAC), SEM, and Paid Social, optimizing for efficiency and scale. -Developed affiliate marketing strategies to expand reach and acquisition, managing partnerships to drive incremental growth. -Led A/B testing initiatives for paid social creative, improving engagement and conversion rates.

-Drove multi-channel user acquisition strategies across North America, optimizing campaigns to reduce customer acquisition costs (CAC) by 48% YoY. -Regularly presented performance insights to executive leadership, shaping strategic decisions through data-backed recommendations.

-Created go-to-market strategies for a new esports wagering app, leading performance marketing efforts to drive adoption. -Built the backend infrastructure for digital marketing operations, setting up ad network invoicing processes, marketing data pipelines, and performance tracking systems to ensure seamless execution and reporting. -Partnered with external creative agencies to streamline asset production, establish workflows, and optimize creative output for performance-driven campaigns.

-Led mobile user acquisition strategy for global app launches, overseeing multi-million-dollar budgets to drive installs and revenue growth. -Developed and executed performance marketing strategies across Google, Meta, Apple Search Ads, Programmatic, and DSPs. -Optimized marketing spend through continuous A/B testing, reducing CPI while maximizing LTV and ROAS. -Partnered closely with creative teams to drive iterative ad testing, increasing conversion rates through high-performing assets. -Managed a team of four, developing talent and implementing best practices in paid acquisition and marketing analytics.