Lee G

Meta Ads Specialist / Performance Marketing Manager

EWAY • Full time

May 2013 - May 2019 • 6 yrs

Worked in mobile app marketing and user acquisition, specializing in planning, executing, and optimizing paid advertising campaigns across Facebook Ads, Google Ads, and TikTok Ads. Key Responsibilities & Achievements: Planned and managed App Install Campaigns to drive high-quality mobile app downloads and user acquisition. Optimized CPI (Cost Per Install) through audience segmentation, creative testing, bidding strategies, and budget allocation. Managed Google App Campaigns to increase app installs and improve campaign performance. Executed Facebook and Instagram app install campaigns, testing different audiences, creatives, and advertising strategies. Used Firebase Analytics to track user behavior, monitor in-app events, analyze retention, and measure campaign performance. Analyzed key performance metrics, including CPI, CTR, CPC, CVR, retention rate, and ROAS. Conducted A/B testing on ad creatives, headlines, audiences, and campaign structures to improve acquisition efficiency. Monitored campaign performance and optimized advertising budgets to reduce acquisition costs. Collaborated with creative and product teams to develop effective advertising strategies and improve user acquisition results. Core Expertise: User Acquisition, Mobile App Marketing, App Install Campaigns, CPI Optimization, Google App Campaigns, Firebase Analytics, Facebook Ads, TikTok Ads, Creative Testing, and Performance Optimization.