Anelya Yerzhanova

About

Marketing manager with 12+ years of experience in growth marketing, product marketing and brand management, with a focus on mobile apps and games. Broad experience in developing and executing marketing and growth strategies, ranging from launching new apps to driving growth for mature games/ apps on a global scale. Experience in leading and managing teams. 🎓 MBA, Cornell University 🎓 Bachelors and Masters in Marketing, Emerson College

Experience

• Head of Growth · Keepbox06-01-2024
• Head of Marketing · Grid11-01-2022 – 01-01-2024

  - Developed a comprehensive marketing and growth strategy that includes everything from product positioning and branding to CACs analysis and projections - Managed all of the paid growth / user acquisition channels, including iterative testing to establish the winning creative strategy and channel mix - Onboarded and managed external creative agencies and contractors to drive the creative asset production; oversaw implementation and onboarding of a new analytics and attribution partner

• Head of Performance Marketing · Pocket Gems03-01-2022 – 09-01-2022

  - Oversaw all of UA and retargeting efforts for War Dragons game: managed key external partner and vendor relationships; guided the team on channel strategy and execution; evaluated overall performance and adjusted UA strategy accordingly to achieve team & game KPIs - Led the team to achieve the annual marketing goal 2 months ahead of schedule and 16% above plan; managed reengagement campaigns to retain high-value VIP players, resulting in 8% more VIPs retained than forecasted - UA strategy and planning: worked with the performance marketing, product marketing and finance teams to set yearly and quarterly goals for War Dragons game and prototypes - Provided marketing support to prototype teams: product-market fit tests in collaboration with game PMs, competitive and industry research, UA campaign planning, management and optimization - Partnered with the data science team on the LTV prediction model: monitored the fluctuations and discrepancies in the model vs actual performance and identifying ways to increase LTV model accuracy - Worked with internal and external partners on the MarTech roadmap - Fully onboarded, train and leveled up new team members

• Performance Marketing Manager · Pocket Gems04-01-2020 – 04-01-2022

  - Overseeing all of UA and retargeting efforts for War Dragons game: managing key external partner and vendor relationships; guiding the team on channel strategy and execution; evaluating overall performance and adjusting UA strategy accordingly to achieve team & game KPIs - UA strategy and planning: working with the performance marketing, product marketing and finance teams to set yearly and quarterly goals for War Dragons game and prototypes - Partnering with the data science team on the LTV prediction model: monitoring the fluctuations and discrepancies in the model vs actual performance and identifying ways to increase LTV model accuracy - Working with internal and external partners on the MarTech roadmap - Fully onboard, train, and level up new team members Show less

• MBA Marketing Intern · Johnson Controls05-01-2017 – 08-01-2017

  - Developed marketing strategy to support commercial launch of smart energy solutions for large commercial clients: defined positioning and messaging, developed digital content strategy and created key sales assets. - Executed digital marketing strategy: managed website optimization, planned a 6-month social media campaign and launched market intelligence newsletter to monitor market trends and activity

Education

• Cornell Johnson Graduate School of ManagementMaster of Business Administration (MBA), Business Administration and Management, General
• Emerson CollegeMaster of Arts in Global Marketing Communication and Advertising, Marketing
• Emerson CollegeBachelor, Marketing Communications

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