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shima; dhanjee

@shimadhanjee

User acquisition leader at Mooko / JuiceMedia.ai who scaled Apple Search Ads to 201% more volume while cutting CAC 30%.

At Mooko / JuiceMedia.ai, I managed $17MM+ in annual user acquisition spend across Google, Apple Search Ads, TikTok, Meta, and YouTube. For Ingenio (Keen.com), I turned Apple Search Ads into the account’s #1 performer, scaling volume 201% while cutting CAC 30%.

For MyFitnessPal, I built a YouTube Shorts and Streaming geo-lift program that delivered incremental web-to-app installs at $2.34 CPI. Against a geo holdout, the creative strategy lifted D7 retention 12%, D7 revenue 7%, and subscribers 16%.

For Underdog Fantasy, I built an NFL-season YouTube Shorts UA playbook and tested 307 creatives. I also created an n8n and channel API workflow to refresh creatives and automatically pause bottom-quartile performers.

At XY Labs, I built the UA function and reporting stack for the COIN App from zero. Earlier, at FoxNext / Scopely, I grew Marvel Strike Force monthly revenue 5x through audience segmentation and custom bidding automation.

Experience

Work history, roles, and key accomplishments

Head of User Acquisition

Mooko / JuiceMedia.ai

Oct 2022 - Sep 2026 (3 years 11 months)

Led user acquisition with $17MM+ annual spend across Google, Apple Search Ads, TikTok, Meta, and YouTube. Managed and mentored one direct report.

Google Ads Apple Search Ads TikTok Meta YouTube User Acquisition Growth Strategy Team Management Budget Management Team Leadership

Director, User Acquisition

XY Labs

Sep 2021 - Oct 2022 (1 year 1 month)

Built the UA function and reporting stack from zero for the COIN App, launching and scaling paid strategy across Google, YouTube, TikTok, and Meta. Automated crypto market sentiment into ad copy and tied spend shifts to BTC trend direction.

Google Ads YouTube TikTok Meta User Acquisition Reporting Automation Cryptocurrency

Sr. User Acquisition Manager, Marvel Strike Force

FoxNext / Scopely

Sep 2019 - Sep 2021 (2 years)

Managed a global $24MM+ annual budget for a turn-based mobile RPG. Grew monthly revenue 5x through audience segmentation and custom bidding automation, and drove the title to #1 grossing RPG in 2020.

User Acquisition Audience Segmentation Bidding Mobile Gaming Cross Functional Collaboration

Sr. User Acquisition Manager

FoxNext / Scopely

Sep 2019 - Sep 2021 (2 years)

Managed a global $24MM+ annual budget for Marvel Strike Force, growing monthly revenue 5x and driving the title to #1 grossing RPG in 2020. Grew DAU 250%+ using recency-focused targeting strategies.

User Acquisition Audience Segmentation Bidding Mobile Gaming Cross Functional Collaboration