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Marina Anton

@marinaanton

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Results-driven app marketing lead with expertise in user acquisition.

United Kingdom

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What I'm looking for

I seek a dynamic role in a forward-thinking company that values innovation and data-driven strategies.

I am an accomplished App Acquisition Lead with a proven track record in driving user growth within the fintech sector. Currently, I lead the end-to-end app marketing strategy at Interactive Investor, where I successfully scaled our user acquisition efforts across multiple channels, achieving a remarkable 60% year-over-year increase in new clients. My experience includes managing a £1.4M annual budget and collaborating with cross-functional teams to optimize marketing strategies based on data-driven insights.

Previously, I held roles at Outplay Entertainment and Product Madness, where I developed go-to-market strategies and executed app growth initiatives that significantly improved conversion rates and user acquisition. My analytical skills and ability to leverage marketing tools have enabled me to produce high-performing campaigns that resonate with target audiences. I am passionate about using data to inform decisions and drive business growth.

Experience

Work history, roles, and key accomplishments

Current

App Acquisition Lead

Current

Interactive Investor

Jun 2023 - Present (2 years 2 months)

Led the end-to-end app marketing strategy in the fintech vertical, driving user acquisition across paid and organic channels, resulting in significant growth in new client acquisition. Successfully scaled channels through performance marketing on Meta, Google Ads, TikTok, ASA, and DSP platforms, optimizing for ROAS and efficiency.

App Marketing User Acquisition Performance Marketing Meta Ads Google Ads DSP Platforms Cross Functional Collaboration

Marketing Manager

GoogleDREST

Jul 2022 - Present (3 years 1 month)

Developed go-to-market (GTM) strategy for a new casual game and managed performance marketing campaigns' effectiveness on Meta, Unity, ASA, and TikTok. Collaborated with creative teams and external agencies to produce high-performing ads, leveraging data-driven insights to drive new creative concepts.

Go To Market Strategy Performance Marketing Meta Ads Creative Strategy Data Insights Market Research

ASO Manager

Outplay Entertainment

Jan 2022 - Present (3 years 7 months)

Managed the apps portfolio on ASO and ASA, driving growth through strategic keyword optimization and ad targeting. Collaborated closely with the marketing art team, briefing new concepts for A/B testing, store assets, and social media campaigns.

ASO Ad Targeting A B Testing Store Assets Marketing Campaigns Conversion Rate Optimization

ASO Analyst

Product Madness

Oct 2020 - Present (4 years 10 months)

Developed and executed the app growth strategy for Lightning Link Casino, driving significant improvements in conversion rates (CVR) and user acquisition. Led the creation and interpretation of A/B tests using Splitmetrics and conducted in-depth analysis and presentations on sub-genres within the Casino category for product expansion.

App Growth Conversion Rate Optimization User Acquisition A B Testing Data Analysis Market Analysis Presentation Skills

Education

Degrees, certifications, and relevant coursework

Imperial College London

Business Analytics from Data to Decision, Business Analytics

Studied Python, Descriptive, Predictive and Prescriptive Analytics. Gained skills in data analysis and strategic decision-making.

Ecole hôtelière de Lausanne

Bachelor of Science in Business & International Hospitality Management, Business & International Hospitality Management

Completed a comprehensive program in Business & International Hospitality Management. Developed strong foundational knowledge in business principles and hospitality operations.

Ecole hôtelière de Lausanne

Bachelor of Science, Business & International Hospitality Management

Completed a Bachelor of Science in Business & International Hospitality Management. Developed a strong foundation in business principles and international hospitality practices.