Helene Trompeter got her start at Digital Advertising in Atlanta nine years ago.
Helene’s passion for digital shines in her current role as the head of U.S. media at The Weather Company, an IBM Business. She leads paid and organic media promoting the company’s profile of mobile apps and websites, which includes supporting The Weather Channel, Weather Underground and Storm Radar. She’s happy to share her best advice as an app marketer below.
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.
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.
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.
Katherine is the Director of Marketing at Zoosk, where she has been responsible for both user acquisition and brand marketing for the past four years.
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.
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.
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.
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.
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.