Brad Puder is a Performance Marketing Manager for War Dragons at Pocket Gems. He worked for a variety of startups in Chicago before joining the Pocket Gems’ product team, where he worked on Live Operations for War Dragons. He then pivoted to focus on growth for the game and now leads programmatic buying for Pocket Gem’s Core Studio.

Learn more from his Mobile Hero profile.


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Stara is a Performance Marketing Manager at Pocket Gems. She focuses on Episode, an interactive storytelling platform. She started her career in scientific research, but eventually made the switch to tech. Her first tech job was working for a very early age startup, doing everything from marketing to web development. She ended up at Oracle working in the Marketing Cloud and finally found her way to Pocket Gems.

Learn more from her Mobile Hero profile.


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Harry Bienenstock is a Digital Marketing Manager at Playtika. Learn more from his Mobile Hero profile.


User Acquisition (UA) shares a lot of similarities to investing. You start by outlining your goals, your propensity for risk, and your investment amount. You have a certain amount of information on market availability & pricing, then look to build a portfolio that will generate the strongest Return on Investment (ROI) possible given all of your inputs.

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Milestones! Who doesn’t love celebrating milestones. Like a college graduation, a 1 year work anniversary, or hitting that once seemingly impossible stretch target. Today at Liftoff we are celebrating a milestone of our own…our 50th Mobile Hero! Congrats Julia 🙂

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Julia Wu is a Senior Digital Marketing Manager at American Well. Learn more from her Mobile Hero profile.


During my career in mobile user acquisition I have come to notice that the relationship between the product and marketing teams can often feel antagonistic, and transactional at best. Oftentimes our user acquisition team would work with the product team off a prioritization framework and have bi-weekly check-ins, but not much more. Over the past few years I had the opportunity to work with some awesome product managers and develop meaningful, collaborative relationships that not only helped with UA, but also overall company growth.

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Apartment List is a platform that connects renters with apartment listings through an online marketplace all across the US. Users can access the platform via web or app.

The majority of Apartment List users initially register on the website. They quickly realize the value of the Apartment List app and proceed to download it. Interestingly, the LTV of our app users is much higher than our web users, so naturally we want to convert our web users into app users.

But here is where we encountered a problem. The user flow was not optimal. After registering on the web and then downloading the mobile app, users had to re-login to the app via their phone. We quickly learned that this presented a barrier for our users.

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Mike Phu is the Director of Growth at GOAT where he leads the growth team to execute on all mobile user acquisition and retention strategies. GOAT is the largest sneaker marketplace to buy and sell sneakers. One aspect of Mike’s marketing mix is influencer marketing where focus is placed on influential people—for example athletes and rappers—rather than the target market as a whole. Learn more about Mike from his Mobile Hero profile.


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Google Universal App Campaigns (UAC) were launched in mid-2015 as part of Google’s efforts to utilize machine-learning in the advertising product offerings. The objective was for the machine-learning system to analyze, in real time, millions of signals to put your app in front of the best possible users.

IMVU started testing UAC campaigns in early September 2017, a few months before Google officially forced all AdWords mobile app campaigns on Google Search, Display, and YouTube to transition over to UAC. The biggest challenge for us was giving up control and transparency into optimizing our campaigns vs. trusting Google algorithms to do that for us.

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In June 2015, MyTona released the mobile game Seekers Notes: Hidden Mystery. Seekers Notes is a hugely popular hidden object game with millions of downloads. It’s famous for its carefully designed levels and beautiful artwork. This was the company’s first experience self publishing a mobile game, as well as promoting the game ourselves.

In the last three years we’ve been met with many tasks and questions requiring us to clarify, understand and solve. Today I would like to share with you 9 things that I learned from the Seekers Notes promotion journey.

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You went to school for marketing but aren’t artistic enough to make ad creative. You love data and technology, but you don’t write code. Sure, you can settle for a job as a social media specialist or maybe tap into your inner sales manager, but there is another option out there; mobile user acquisition (UA) marketing. For those not familiar with the job title, it’s our fancy phrase for mobile advertising. Also referred to sometimes as performance or growth marketing.

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App Launch Scenario

The artists, UI/UX designers, product managers, producers, QA analysts, release managers and engineers have slaved away for the past 6 months to bring the company’s new mobile app to life. The founders and equity holders are excited to see the app in the hands of the masses. The board of directors are anxiously waiting to see the early traction, retention and monetization results. And the investors are wondering what the ROI of their seed round investment is going to bring. What now?

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