Applying an A/B testing framework is perhaps one of the most frequently discussed items by marketing teams internally. With a seemingly infinite number of combinations of ad copy, creative, and landing pages in the mix, it becomes critical to have a disciplined approach to testing creative using the A/B testing methodology. Here are a few things I learned having tested creatives on paid search, display, app push, and several other channels at scale.

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My name is Xi Tong and am currently in charge of user acquisition for several casino apps at Zenjoy. Prior to Zenjoy, I was doing mobile user acquisition for a simulation game (SLG) at Elex, as well as some traditional media buying. It was an interesting experience learning the differences between performance marketing and traditional advertising methodologies.

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My name is Cassandra Chernin and I am the Senior Digital Marketing Manager of Display & App at HomeAdvisor. After graduating from Boston University with a business degree, my career started at an e-commerce jewelry startup, Gemvara.com. I was put through an ‘unofficial’ rotating program where I learned all aspects of marketing including managing an affiliate program, retention email, SEM, radio, and offline but ultimately finished my time there running all digital marketing.

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Drew Frost currently works and lives in the San Francisco bay area. He studied Marketing at Missouri Southern State University Plaster School of Business then joined a Fortune 500 company where no two days were alike.

Drew has held a few different roles supporting and working alongside various business units at Wal-Mart Inc. including site monetization, advertiser relations, advertising technology, loyalty marketing & behavioral science, and mobile marketing.

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Annica, a self-proclaimed Iron Chef, grew up in Taiwan where her expertise in the kitchen was fostered. After graduating from National Taiwan University, she worked for the largest online job searching & recruiting site in Taiwan for 2 years.

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Matthew Hrushka has worked in Mobile/Digital Advertising since 2011. His career began at the Washington based MLB team, Washington Nationals, where he managed all marketing including: radio, TV, digital advertising and scoreboard promotions.

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My name is Aurélie Genet and I am leading mobile marketing efforts at Trainline, the world’s leading independent digital rail platform. My team is in charge of driving acquisition and retention of app users across Europe.

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I am currently the Chief Strategy Officer of Clarity Money where I focus on our growth efforts from User Acquisition, Operations, Partnerships, and Marketing. Prior to joining Clarity Money, I was the Head of Growth at Paribus. I oversaw the growth of the company from 10,000 users to almost 1,000,000 in 12 months until Paribus got acquired by Capital One. Prior to that, I was a Business Operations and Planning Analyst at Flurry (acquired by Yahoo). I have also interned and been involved in other industries including ad-tech and venture capital.

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Marco Esposito is an International Mobile Marketing Manager at Delivery Hero.

After my studies I moved to Berlin where I started working for an ad network and developed my interest in the mobile environment. The experience I gained as an account manager and a business development manager brought me to Delivery Hero almost two years ago. I started working on Pizza.de (DE) and Talabat (MENA), responsible for building mobile marketing strategies and optimizing the campaigns supporting their respective targets.

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