Xiaoxue (Cher) L.

- Optimized UA budget allocation by applying statistical methods (estimation models, CPI forecast, and Excel Solver) to balance short-term KPIs with long-term LTV impact, improving campaign incrementality score by 50% - Revived underperforming IPM campaigns by designing and testing proxy events in collaboration with product and MMP teams. Built a forecast model to identify upper-funnel actions predictive of purchases, validated feasibility and tracking, and optimized bids based on conversion rates—ultimately boosting ROAS by 50% - Transformed a promising promo-code static ad into a breakthrough format by iterating on visuals and messaging—highlighting the value of the giveaway with a crossed-out dollar amount. Partnered with creative teams to execute and test variations, which doubled ARPU and drove significant campaign scale - Led the end-to-end Marketing Mix Modeling (MMM) initiative by defining dependent and independent variables, testing raw data inputs to improve prediction accuracy, and coordinating with multiple departments for data collection. Designed and executed live experiments to validate model reliability, summarized findings, and translated results into actionable marketing strategies. - Identified new growth opportunities outside the US by analyzing CPI-to-ROAS ratios across geos from multiple titles. Pinpointed high-performing geos and guided channel exploration to expand marketing reach and improve efficiency.

- Reduced CPC by 20% with an expanded user acquisition channel strategy - Built UX research networks in North America and Europe, streamlining processes and resources - Managed projects to cut UX costs by 20%, delivering faster insights - Optimized user acquisition screening, boosting efficiency by 15% and conversion rates - Collaborated with UI & UR teams to secure bids by integrating diverse UX methods

- Led marketing strategies across UA, retargeting, and ad monetization through performance analysis - Increased retention by 100% and ROAS by 50% using CPI, LTV, and ROAS optimization - Improved organic conversion rates by 30% through ASO strategy management - Generated actionable insights using Tableau and SQL to support marketing and product decisions - Delivered data-backed strategic recommendations to inform cross-functional stakeholder decisions

- Developed marketing strategies, acquiring high-value users - Boosted CTR by 30% with innovative marketing asset tests - Enhanced ROI by 10% through data-driven traffic optimization and budget allocation - Improved conversion rates and customer engagement through UX optimization initiatives

- Improved the effectiveness of manufacturing and purchasing by reforming the forecast method - Cleaned up 60% of inventory by promoting special discounts and contacting discount retail stores - Expanded the business by launching the projects in the online stores of retailers - Increased product exposure through SEO optimization