Lillian Liao

App Monetization

Mar 2024 - Jul 2026 • 2 yrs 4 mos

Monetization Lead for a video‑based app project at a large Chinese internet company, managing a daily ad revenue volume of $160K USD. Also responsible for many game projects * Fully responsible for end‑to‑end monetization operations, including: a). integration-related issue troubleshooting b). waterfall & bidding configuration c). eCPM & ARPDAU improvement strategies d). traffic anomaly troubleshooting e). Iteration of ad‑feature requirements f.) ad compliance & risk control * Drove >40% ad revenue growth while cutting interstitial volume by 50%: a). optimized floor prices with user segmentation b). explored workarounds for AdMob multi‑call limits to increase its placements within the waterfall and lift eCPM (leveraged AdMob’s budget edge for video apps) c). restructured interstitial scenarios to boost high‑value ad exposure, cutting impressions and improving LTV & overall eCPM • Recognized for standout logical thinking, data analysis, and root-cause troubleshooting capabilities across all prior roles. Representative cases: a) Accurately detected early-stage data anomalies within the first hour of data delivery, differentiated them from routine data fluctuations, and launched prompt investigations to minimize the revenue impact window. b) Investigated an abnormal decline in control group impression rate during A/B testing, and pinpointed the root cause as an SDK initialization error arising from dual mediation platform coexistence. c) Resolved over-serving of native feed ads: in vertical-scrolling feed environments, identified that an engineering team’s ad cache optimization had incorrectly re-triggered already-served ad inventory. d) Fixed underperforming eCPM in select European markets post-UA: traced the root cause to faulty CMP integration, which suppressed AdMob’s bid eCPM in those regions and consequently pulled down bid prices from all other bidding sources.

Ad Platform Specialist (Buy-side)

Feb 2023 - Mar 2024 • 1 yr 1 mo

Company Name: EternityX Worked for a programmatic marketing ad firm; independently owned product‑operation responsibilities for the company’s newly‑built ad system, including system‑logic tuning, bug investigation & triage, and cross‑department coordination. * Identified and tracked 30+ system bugs & improvement requests with solid knowledge of data‑metric logic and operational workflows: * Solved ad tracking, sync‑async compatibility and overseas postback issues; proficient in programmatic ad tracking & callback funnels. * Explored and optimized cross‑department SOPs & system wiki. Coordinated AMs, media buyers and engineers to complete end‑to‑end migration of ad projects from legacy system to the new platform.

App & Casual Game Operations Specialist

Feb 2022 - Dec 2022 • 10 mos

Owned end-to-end operations for China-focused cash-reward app projects, covering pre-launch readiness, large-scale numerical strategy tuning & A/B testing after go-live, troubleshooting for various performance metric anomalies, 30-day ROI forecasting, and cross-functional alignment with UA teams. • Segmented users by commercial value and behavioral attributes, designed refined‑operation strategies and iterated via A/B tests. • Diagnosed sudden anomalies across retention, install‑conversion, eCPM and IPU metrics. • Partnered with UA teams: estimated commercial benchmarks such as anchor penetration and bid values, analyzed new‑user quality from different anchor sources, uncovered operational bottlenecks for user acquisition. • Monitored deviation between forecasted vs actual 30‑day ROI, performed periodic parameter fitting and built payback‑cycle models for UA teammates. Configured publisher‑side ad strategies and ran corresponding A/B tests.