Melissa Lertsmitivanta

Head of User Acquisition across digital and offline channels.

-Head of growth marketing team for Gopuff (& BevMo! for most of my time before transition to separate team). Led team of media and creative managers/strategists, analyst, and external partners as well as work closely with internal stakeholders (product, engineering, merchandising, finance, analytics, and agency partners) to align and drive effective data driven marketing campaigns. -Oversaw development of strategy, execution and optimization of paid media portfolio (search, social, display, affiliate, emerging new channels). Through portfolio shifts and optimization strategies, improved overall CAC to record breaking YoY efficiencies and maintaining other KPIs. -Built foundations for app store optimization efforts to improve discoverability in the App Store by piloting several screenshot tests, introduced App Store events, and influenced ratings and reviews project. -Built foundations and piloted launch of incrementality tests and MMM (media mix modeling) alongside data science and external partners. -Ability to distill data into actionable insights, evangelize performance marketing best practices, spearhead and drive new channel testing, and pitch new strategies/ideas to leadership -Negotiated contracts resulting in $xxx annual savings for marketing and business tools, also vetted and onboarded new tools while consolidating others.

-Oversaw performance marketing team that focuses on app acquisition/re-engagement, App Store Optimization, paid social/display across web and app, and product marketing. -Expertise in marketing strategy, budget and revenue maximization, audience definition, direct response lead generation KPIs. -Mobile/app evangelist with proven ability to execute on innovative ideas, pitch and influence marketing and product initiatives to drive growth, gather diverse cross functional teams to drive results. -Pioneered several initiatives that were new in real estate: playable ads leveraging phone AR features, high impact audio ads that drove direct response KPIs, coordinated skunks work project to launch mortgage calculator to improve ASO (App Store Optimization) discoverability for flagship app, drove ratings and review velocity for ASO, launched 1st ever app retargeting campaign to drive lead volume and CPL improvements. -Responsible for team of growth and acquisition managers and managing key vendor/agency relationships.

-Managed end-to-end global acquisition marketing strategies across a broad range of mobile game titles. Grew SimCity BuildIt app to one of largest and most successful mobile titles at the time. -Successfully balanced portfolio of 120+ geos for the title and successfully launched APAC media strategy and execution. -Extensive experience from soft through worldwide launches (Bejeweled, Minions Paradise, Chillingo titles) by developing and executing paid media strategies, defining target audiences, budgeting, channel/geo/targeting strategy, creative planning, and go-to-market plans. -Report out weekly metrics to studio teams and cross functional key stakeholders. -Data driven; comfortable utilizing large data sets and drawing actionable insights driven towards ROAS/business goals at scale.

-Team lead for LA office media buying for Jesta Brands and clients of Motility Ads. -Ability to juggle different roles as a media strategist/buyer for Jesta and account manager for Motility Ads (agency) during latter period. -Proven success track record managing multi-million dollar campaigns from initial media strategy through execution while maximizing ROI for subscription based, direct carrier billing mobile products for Jesta brands (Jamster, Mobizzo, iLove, Bitbop, RS Games) in US, CA, AU, BR. CPM/CPC/CPA/CPI media buying.

-Concurrent role with MBA program. Applied SEO, Link Building, SEM, Social Media Marketing, Keyword Research, among others to build marketing programs catered to client needs. -Responsible for EOM reports for our clients tailored to fit their budgets and KPIs as well as provided recommendations accordingly. -Worked with social media department to grow and cultivate relationships with potential customers/fans through social media platforms including Facebook, Twitter, and YouTube. -Trained and supervised five new interns.

4 month internship length during graduate school. -Created engaging PowerPoints to educate consumers about water conservation, indoor air quality, and sustainable products. -Developed marketing strategy for Green School Initiative by conducting research and community outreach. -Promoted green living and company brand awareness through blog writing and Facebook posts. -Recognized as one of top interns within 5 years

Accurately matched invoices and purchase orders prior to issuance of checks and wire transfers for multi-million dollar factory balances and company credit cards. Learned quick books to manage open invoices and issue checks. Collaborated on accounting and other office duties as assigned for corporate office. Personable and professional; worked with company departments and VP of Operations for billing and recordkeeping related inquiries.

Part time role (20-25 hours/week) while concurrently enrolled full-time at UC Irvine and on Dean’s Honor List. Significantly improved system of entering data into client database which maximized efficiency by more than 2X. Provided support to accounting managers and extra projects as needed.

Minor: Urban and Regional Planning