A Few Words
About Me
Good marketing is clear engaging communication.
Marketing Leader
Hi, my name is John Parides. I’m a metrics oriented marketer with twelve years of experience working in mobile advertising. I’ve managed teams of 10+ people, and $100m+ annual marketing budgets, built teams from scratch and worked with my teams to launch new marketing initiatives. I love leading and growing my team members and working with other organizational leaders to define and refine strategies.
Experience
Jumbo Privacy
Head of Marketing
Brooklyn, NY - Remote from Alameda, CA
January 2022 - November 2022
Q1 2022
-Built a world class marketing team, hiring a Creative Director, Sr. Product Marketing Manager, and Head of User Acquisition
Q2 2022
– Improved iOS US D8 ROAS by 30% in June, compared to December
– Launched Facebook and scaled to >$100k per month by June
– Updated SKAN model to include two new events that were good indicators of subscription conversion
– Onboarded Sensor Tower and began publishing monthly report on competitive analysis
– Produced analysis on the relationship between KPIs for the company
Q3 2022
-Improved iOS US D8 ROAS by 11% in September compared to June
-Built Google doc dashboards with KPIs and leading indicators to provide the leadership team with visibility week over week in collaboration with engineering
-Solidified consistent experimentation processes across marketing activities, with clear roles across team members
-Produced 4 creative champions internally
October 2022
-Improved global D8 ROAS by 70% from September to October, achieving payback at less than one year
Radish Media
Vice President, User Acquisition
Manhattan, NY - Remote from Alameda, CA
September 2020 - January 2022
NOTE: Radish Media was acquired by Kakao Entertainment for $440m in May of 2021
Oversaw a marketing organization of 11 people covering performance media buying, creative strategy, video and static asset production, ASO, content marketing, social media, merchandise, and lifecycle marketing.
-Spent over $25m in paid performance media across 16 different channels, optimizing toward maximum D30 ROAS and minimum cost per new paying user. Used Adjust for attribution and Singular for data aggregation.
-Launched a merchandise store to increase revenue and leverage our user base as vectors for unpaid advertising
-Launched a blog to feature content from new authors and improve SEO for our website
-Launched social efforts on YouTube and Pinterest to increase the reach of our content and drive organic installs
-Launched a lifecycle marketing function to improve reader retention
-Migrated to using SKAN install and conversion data to understand iOS performance. Matched ARPU based on promoted story to better estimates ROAS.
-Tested app store pages on an ongoing basis, resulting in 7 tests showing 10%+ CVR improvement with at least 90% confidence. Simultaneously improved performance while more accurately representing and promoting the app and brand.
-Experimented with paid media on linear TV, print, podcasts, radio and out of home in limited geos, using uplift analyses to determine success
-Ran structured experiments for new app content to determine the most performant stories on the platform from a ROAS basis
-Ran structured experiments for new creative concepts to identify new messaging directions for existing content
Glu Mobile
Senior Director of User Acquisition
San Francisco, CA
April 2019 - July 2020
NOTE: On April, 29, 2021 EA completed its acquisition of Glu for $12.50 per share, or $2.1bn.
Personally
– Evaluated 4 different fraud detection companies simultaneously to understand differences in capability and accuracy
– Worked with analytics to kick off projects to modernize LTV projection with ML models
– Improved information sharing with finance team and studio leadership regarding budgeting across the portfolio
– Worked with vendors to standardize sub-campaign level parameters to improve site level visibility
– Conducted discovery for web tracking
– Wrote specifications for updated dashboards and coordinated with analytics team to improve tracking of CPI, LTV, ROAS, and spend by channel, platform, and geo.
– Wrote specifications for several features for our engineering team and coordinated with them and vendors to get work done, including automation on Apple Search Ads and updating attribution postbacks to increase data visibility
-Worked with finance to spend heavily into the low CPM Covid19 period
Team
– Launched Tap Sports Baseball 2019 worldwide across many channels, but with heavy delivery on Facebook, Google, and Snapchat
– Launched WWE Universe worldwide
– Launched Diner Dash Adventures worldwide with substantial spend for the first 2 months
– Increased collaboration with PM teams to identify new audiences segments for creating lookalikes and new events to optimize toward.
Director of User Acquisition
San Francisco, CA
April 2017 - March 2019
-Managed an organization of 8, managing all performance marketing buys and ASO for Glu Mobile. This included buys on social (Facebook, Pinterest, Instagram, and Snapchat), search (Google and Apple), and buys through various direct ad networks and DSPs.
-Doubled ad spend from 2016 to 2017, while maintaining positive yield on ad spend.
-Tested three fraud prevention products and built fraud prevention tools in house.
-Worked with internal engineering team to streamline ad buying process and performance analyses, with a specific focus on Facebook API integration.
-Successfully grew the Tap Sports Baseball franchise year over year, launching new SKUs each year.
Head of User Acquisition
San Francisco, CA
September 2015 - March 2017
-Managed a team of 5, responsible for optimizing pages on the App Store and Google Play, and buying ads on Facebook and mobile ad networks.
– Moved the team from PMDs to exclusively buying directly through Facebook
– Migrated from AdX install attribution to Adjust
– Worked with finance team to set weekly marketing budgets
– Systematically tested 5-6 new traffic sources each quarter
– Team managed ongoing UA and store optimizations for several games; most notably Kim Kardashian: Hollywood, Deer Hunter 2014, Deer Hunter 2016, Cooking Dash 2016, Tap Sports Baseball 2015, Tap Sports Baseball 2016, Tap Sports Baseball 2017, Gordon Ramsay Dash, Racing Rivals, Design Home, and Covet Fashion
– Team planned and executed marketing launches for Tap Sports Baseball 2015, Eternity Warriors 4, Frontline Commando WW2, Cooking Dash 2016, Gordon Ramsay Dash, Terminator, James Bond: World of Espionage, Deer Hunter 2016, Tap Sports Football, Katy Perry Pop, Tap Sports Baseball 2016, Britney Spears: American Dream, Nicki Minaj: The Empire, and Tap Sports Baseball 2017
Senior Manager, Product Marketing
San Francisco, CA
November 2014 - September 2015
-Managed a team of 5, responsible for optimizing pages on the App Store and Google Play, and buying ads on Facebook and mobile ad networks.
– Managed ongoing ad buys for Deer Hunter 2014
– Planned and executed the marketing push for the worldwide launches of Tap Sports Baseball 2015 and Tap Sports Football
– Coordinated with our business intelligence team to automate the aggregation of all ad spend information
– Migrated the team from a focus on minimizing CPI to maximizing 90 day projected yields on ad spend
ngmoco:) LLC dba DeNA West
User Retention Manager
San Francisco, CA
July 2013 - October 2014
Managed a team of three working on reengaging users in specific mobile games and promoting users into new games in the portfolio as they came close to churning.
Platform Marketing Associate
San Francisco, CA
October 2012 - June 2013
– Launched cross promotional programs using text popup system built in house.
– Designed promotional scheduling system based on historic conversion rate by title match and LTV by game and promotional channel to maximize revenue driven by the system.
– Designed and built dashboard for cross promotional campaigns using internal tools connecting our Hive database to Google Docs.
– Worked with analytics team to design a set of database tables to track all user acquisition activity
– Worked with ad partners and analytics team to implement reporting APIs or to build HTML scrapers where API was not available to automate all user acquisition reporting
– Updated data flow for user acquisition dashboards to improve performance and accuracy
– Wrote queries to create blacklist users that were likely abusers of our promotions based on device ID, user ID, and e-mail domain name
Greystripe Inc.
Account Manager
San Francisco, CA
June 2010 - October 2012
NOTE: Greystripe was acquired by ValueClick for $70m in April 2011
-Managed advertising campaigns from insertion order signature through final reporting with ad agencies and direct mobile application advertisers.
-Built campaigns on our custom built ad server and performed optimizations by analyzing performance by creative and by channel.
-Communicated with advertisers to set up device ID matching based download tracking using post-back URLs using both server side and client side integrations.
-Directed creative development for custom built interactive ads and custom full screen HTML5 ads with multiple click-through options.
-Worked with product and engineering to improve performance of the ad server.
