Erik Krogh-Jespersen

About

Highly analytical and collaborative marketing executive with over 10 years of experience in growth marketing and demand generation. Proven track record in scaling acquisition channels for DTC startups from initial GTM performance channels to scaling at 8-figure annual run rates with a focus on ROAS/ROI. Experienced in web and mobile app conversion, Facebook/Instagram, Google, affiliate/SDK mobile networks, and developing target audiences and creatives to improve ROAS. Diverse experience across gaming, social/telecom, healthcare, life insurance, sharing economy, and education startups. Expertise includes online performance marketing strategy, product-market fit, launch, SEO, and more.

Experience

• Head of Growth · Outcomes4Me2021-11-01 –

  - DTC User Acquisition via Facebook, Google, TV (Comcast Ventures), and Apple Search campaigns - Organic growth via SEO and YouTube - User engagement and retention via lifecycle management. Push and email utilizing Iterable.

• Marketing Advisor · Outcomes4Me2019-11-01 – 2021-12-01
• Senior Performance Marketing Manager · Ethos Life2018-11-01 – 2021-08-01

  - Scaled Facebook user acquisition by 10+X to over $1M/mo. Leveraged creative testing, landing page testing, audience targeting, and event optimisation to maintain positive ROAS alongside the growth - Managed $60+ K/mo creative budget for performance creative and landing pages provided by agencies and freelancers, which was used across Facebook and Google display/YouTube - Scaled Direct Mail channel from $500 K/mo to $1+ M/mo by building faster ROAS prediction capability and scheduled AB testing of mailer, envelope, and audiences. - Managed creative agency, 2 direct mail agencies, data/audience partnerships, and performance agency.

• Performance Marketing Manager · Pocket Gems2017-05-01 – 2018-11-01

  • Ran UA efforts for War Dragons through Adwords, SnapChat, rewarded video networks, and affiliate networks. • Expertise in mobile app fraud and building or implementing tools that limit fraud exposure across all War Dragons install campaigns • Advanced knowledge of in app event strategies with Adwords tCPA and advanced install campaigns

• Product Manager, Growth · Galxyz2016-06-01 – 2017-04-01

  Go to market strategy for launch of Blue Apprentice, a science education game for elementary school children, including the brand messaging, tactics, and general strategy across social media and PR, paid user acquisition, and the Blueapprentice.com website • pre-launch focus groups with parents and children to determine product features, target audience, and market position • Established user acquisition channels via Google adwords and Facebook ads • Partnership with Popular Science magazine to promote Blue Apprentice via PopSci website , social, and email content

• Growth Marketing, Product and Ads · Tango Me2014-05-01 – 2016-06-01

  I was responsible for knowing the overall health of Tango’s ads business and user base thoroughly. I reported insights and opportunities from ongoing A/B tests, app version updates, and general analytical research in weekly meetings to execs and engineering team leads was accountable for measuring the impact of app release changes on engagement, retention, and user growth in the Tango app. Some of the bigger improvements I was a part of were a re-development of the Tango Out free calling feature, significant adjustments to the Your Friend Joined onboarding feature, and analysis of the performance of Tango's friend finding UI. Respectively, these projects directly impacted growth, early user retention, and long term engagement. Road Riot • Analysis of game mechanics A/B testing and identification of opportunities to grow DAU and monetization on a mobile game with 1M DAU • Initiation and tracking of first major UA effort using Grow Mobile and tracking via Adjust and Flurry tools to ensure ROI positive results

• Marketing · SpotOn Parking2013-08-01 – 2014-05-01

  Marketing Strategy and Price Optimization • Fundamentally shifted SpotOn’s target customer from the hourly parker to the monthly subscriber. Increased monthly sales rate 2.3X in 2 months by training sales staff to better convey product value, changing employee compensation from hourly to performance based incentives, and establishing an All-Access Pass upsale. Overall, monthly parking prices on new sales were increased 10-30% in the same period. • Segmented the existing parking inventory by hourly availability and targeted users for the lower hourly availability parking Spots enabling sales of Nights and Weekend Spots and daytime only Spots Lead Generation and Sale Funnel Development • Established and optimized lead generation for parking spot renters starting with Google adwords campaigns and landing page design and ending with refining email response and sales calls to slash user acquisition costs • Web page messaging and form improvements for Spotonparking.com to dramatically improve qualified lead generation with phone numbers (critical for closing sales) • 1 on 1 user studies with existing customers to find product opportunities like the All Access Pass

• Research Scientist/Project Leader · Nanosyn2008-05-01 – 2013-08-01

  Lead project teams for Nanosyn's pharmaceutical industry clients generally ranging in size from 3-7 chemists. Guide synthetic efforts of the the project team by ascertaining Nanosyn's client's goals, proposing and evaluating synthetic routes, troubleshooting chemistry obstacles, and providing solutions to reach the target molecule. Ensure project timelines and chemistry goals of projects are met with the highest level of quality possible.

• Associate Scientist · Pharmacofore/Nanosyn2007-01-01 – 2008-04-01
• Research Associate · Nanosyn2005-09-01 – 2007-01-01

Education

• University of California, Berkeley, Haas School of BusinessMBA
• UCLAMS, Chemistry
• Rutgers UniversityBS, Chemistry and Mol. Bio/Biochem

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