SELEN YENICERI
London,London
Summary
Leads end to end Performance Marketing for flagship mobile titles, managing seven-figure budgets and driving ROAS through launch planning, daily optimisation and reporting. Builds user acquisition strategies from pre-launch to global rollout, aligning campaign performance with company KPI targets.
Overview
9
9
years of professional experience
Work History
Performance Marketing Manager
King
07.2022 - Current
- Leading user acquisition from zero to global launch for 2 of King's newest titles in the past decade, acting as the primary performance marketing manager across pre-launch, soft launch, and global rollout phases.
- Owning end-to-end performance marketing growth for flagship titles (Candy Crush Saga, Candy Crush Soda Saga, and Farm Heroes Saga), managing 7-figure budgets from strategy and launch to daily optimisation and ROAS reporting.
- Optimised core post-install KPIs (ROI, CPVA, RPI, ARPDAU) using AppsFlyer and internal BI tools, enhancing player value and safeguarding revenue margins.
- Developed performance dashboards to track growth, identify scaling opportunities, and resolve data anomalies, ensuring timely campaign pacing.
- Collaborated with product, data, and leadership teams to align user acquisition strategies with studio-wide KPI goals, driving cohesive marketing efforts.
- Collaborating closely with creative teams to analyse ad performance, pitch data-backed creative concepts, and scale winning ad strategies.
Senior Performance Marketing Specialist
Masomo
10.2018 - 07.2022
- Managed end-to-end Paid Social lifecycle, overseeing campaign planning, budgeting, launch, daily pacing, and optimisation to consistently meet lead volume and revenue margin goals.
- Tracking and optimizing core post-install KPIs (ROAS, ROI, CPI, ARPU, ARPDAU) via Adjust and internal BI tools to maximize user lifetime value and campaign efficiency.
- Building weekly, monthly, and quarterly performance dashboards, identifying growth opportunities and troubleshooting data anomalies before they impacted delivery.
- Collaborating with creative teams to analyse ad performance, iterate on winning concepts, and scale high-converting creatives.
- Directed partnerships with third-party ad networks, testing new acquisition channels and negotiating strategies to scale volume and achieve KPI targets.
- Established performance marketing function as one of three founding team members, scaling user acquisition and achieving revenue targets that facilitated company's successful exit.
Digital Marketing Specialist
Connected2.me
06.2017 - 09.2019
- Planning, implementing, and monitoring the company's social media strategy and managing multiple social media accounts and blogs to increase brand awareness.
- Developed and implemented viral marketing strategies across Reddit, 9GAG, Facebook, and Instagram to boost engagement.
- Developed and executed influencer marketing strategies and creative campaigns while attending relevant events for networking and collaboration.
- Designed digital media campaigns aligned with business goals and suggested direct marketing methods to enhance profitability.
Education
Bachelor of Arts - Business Administration
Bilkent University
Ankara01-2017
Skills
- Performance marketing management
- Campaign optimization
- Digital marketing
- Paid social
- User acquisition
- Growth strategy
- Marketing analytics
- Budget management
Timeline
Performance Marketing Manager
King
07.2022 - Current
Senior Performance Marketing Specialist
Masomo
10.2018 - 07.2022
Digital Marketing Specialist
Connected2.me
06.2017 - 09.2019
Bachelor of Arts - Business Administration
Bilkent University