Jing Xie

Responsibilities: * Defined performance marketing strategies and managed campaigns across different UA channels (Chrome Valley Customs and Beatstar from Space Ape; Hay Day from Supercell). * Worked closely with Arts Team, Analytics Team and Product Team to grow UA titles profitably. * Looked for new growth opportunities through different tests. Achievements: * Turned previously unprofitable campaigns into profitable for Chrome Valley Customs, Beatstar and Hay Day. * Managed to increase spend on UA channels for Supercell Hay Day while maintaining campaigns profitable. * Used data analysis skill to challenge the under-estimated analysis and grow a UA channel profitably (Chrome Valley Customs).

Responsibilities: * Defined the long-term UA strategy planning with stakeholders to grow one of the key titles with monthly budget of $1M-$2M and ensure ROI performance. * Followed up with product team on UA investment plan and UA performance. * Worked with BI team and external partners to improve efficiency and effectiveness of UA operation/performance analysis/reporting. * Worked with internal Arts Team and external Arts Agencies to design UA creatives working for the UA titles. Provided creative performance feedback to design more UA creatives with good performance. * Mentored other UA Specialists on campaign optimization with best practice and analytical skills to reach the business goals set for the titles. * Continuously identified new marketing opportunities both independently and with stakeholders. * Managed the full UA process for launch planning and execution of campaigns. * Scaled up volume while ensuring campaign ROI positive. * Oversaw and optimized UA campaigns across multiple mobile channels (video networks, DSP, affiliates, Facebook, Google Adwords, Apple Search) for multiple titles. * Produced comprehensive UA reporting, analyzed ROI and identified new opportunities to support key titles such as 8 Ball Pool and Ultimate Golf. * Managed business relationships with channels. Achievements: * Improved performance for video network campaigns for flagship titles, with volume increase at the same time. * Identified UA potential for a new title; developed test strategies and grew the game to become one of the most important titles in Miniclip’s portfolio. * Managed the most challenging UA title Ultimate Golf in the history of Miniclip with the monthly budget of $1M-$2M and achieved satisfactory results. * Initiated effective ways of analysing UA performance and scaled the key titles profitably.