Sarita Jessica Bangerh

• Lead ASO strategy across multiple brands, driving sustainable growth in organic installs, conversion rates, and customer lifetime value.
• Develop and implement optimisation roadmaps covering metadata, creative and copy testing, in-app events, and custom product pages.
• Work closely with Commercial, CRM, and Business Intelligence teams to deliver targeted App Download email campaigns during key commercial moments, directly supporting acquisition and revenue objectives.
• Apply behavioural analysis and audience segmentation to differentiate App vs non-App users, informing strategies for acquisition, retention, and winback.
• Analyse market trends, competitor activity, and user behaviour to inform commercial and growth priorities.
• Identify growth opportunities through comprehensive market research.
• Deliver monthly and annual performance reports to senior stakeholders, translating performance data into commercial insights and recommendations.
• Present to Senior Leadership and proposing operational changes within CX and Product to manage App Store ratings and reviews.
• Liaise with Product on App-growth led initiatives.
• Manage experimentation frameworks to improve store visibility, user engagement, and monetisation performance.
• Partner with Product, Marketing, CRM, and Analytics teams to align optimisation activity with wider commercial and customer strategy.
• Support lifecycle marketing initiatives by optimising app journeys from install through to active and retained users.
• Streamlined communication channels between Product, ASO and CX, enhancing internal information flow.

Key Achievements:

• The smooth, customer-first delivery of Cactus-related App requirements, collaborating with product, commercial, martech and other teams across UK&I.
• Increased app-led customer acquisition through integrated ASO and CRM campaign activity.
• Improved retention and reactivation performance through user segmentation and behavioural insights.
• Strengthened alignment between digital, product, and customer experience teams.
• Recruited and trained my direct report to help deliver a best in-class ASO strategy across the Sports & Gaming UK&I brands.

• Owned app growth initiatives focused on acquisition, activation, and retention.
• Led performance analysis across iOS and Android platforms.
• Supported campaign launches with tailored app store assets and messaging.
• Optimised user journeys to improve first-time depositor and activation rates.
• Boosted brand visibility by orchestrating strategic growth initiatives.
• Drove revenue growth by identifying and capitalising on new market trends.
• Streamlined workflows to enhance overall productivity levels within the organisation.
• Implemented data-driven strategies, facilitating informed decision-making.
• Enhanced customer engagement through targeted marketing campaigns.

• Managed multi-brand paid search acquisition across sports, gaming, and free-to-play products.
• Demonstrated competence in handling high budget campaigns whilst maintaining profitability levels.
• Led paid search strategy across Google Ads, Microsoft Ads, and Apple Search Ads, driving scalable new customer acquisition.
• Partnered closely with Google, Microsoft, and Apple to implement best-practice optimisation frameworks.
• Ensured performance strategies aligned with business priorities, regulatory compliance, and industry standards.
• Transitioned into an app-focused leadership role, developing and owning the App Strategy for Sky Bet.
• Created and delivered an App Strategy Roadmap, including test-and-learn programmes and growth forecasting.
• Managed and distributed Apple Search Ads budgets, optimising ROI.
• Produced weekly and monthly performance reports for senior stakeholders, including the Managing Director of Sky Bet, the Director of Bet Commercial and Head of Digital Marketing.
• Led cross-functional initiatives with CRM, Product, Creative, and agency partners.
• Conducted extensive market research for better understanding of competitor strategies .

• Increased brand visibility and new customer acquisition by managing and optimising Google Ads, Microsoft Ads and Apple Search Ads campaigns.
• Evaluated Google Ads, Microsoft Ads and Apple Search Ads campaigns against ROI and KPI targets and identified opportunities for further growth and improvement.
• Successfully delivered on tasks within tight deadlines, working throughout Cheltenham, Start of Season and other key Sports events throughout the year.
• Carried out day-to-day duties accurately and efficiently. This included ad copy writing, automated bid strategy optimisation, budget management, target forecasting and relevant reporting tasks.
• Quickly learned and applied new skills to daily tasks, improving efficiency and productivity.
• Presented Paid Search performance, and overall digital marketing performance on a weekly basis to Commercial stakeholders, including the Head of Bet Commercial.

• Set up tracking systems for key metrics, ensured performance visibility.
• Led training sessions on PPC best practices; boosted team productivity significantly.
• Conducted landing page testing, improved conversion rates.

• Kept abreast of PPC industry trends, maintained competitive edge.
• Streamlined automated bidding strategies for better cost efficiency.
• Integrated analytics tools into daily operations for data-driven decision making.