Cristina Chiciuc

• Managing user acquisition for Merge mobile games with hybrid monetization, working with ROAS-, CPI-, and CPE-driven campaigns depending on scale and lifecycle stage.
• Scaling campaigns across AppLovin, Meta, Google Ads, Yandex, Unity Ads, ironSource, as well as rewarded networks such as Almedia, Misplay,Tapjoy, and others.
• Launching and analyzing creative tests, optimizing for both performance and engagement-based goals.
• Analyzing core UA metrics including CPI, ROAS, LTV, Retention, CVR, RPI, and making strategic decisions based on results.
• Building and validating hypotheses for traffic sources, bidding strategies, and creative angles.
• Collaborating closely with the product team to align UA strategy with product updates, monetization balance, and player behavior.
• Preparing performance reports and strategic summaries for stakeholders and senior management.

Maintaining close communication with network partners and account managers.

• Led UA campaigns for Match-3 and Puzzle mobile games with hybrid and IAP-focused monetization.
• Main acquisition channels included Meta and Google Ads.
• Owned creative strategy: writing video creative scenarios, defining testing roadmaps, and launching creative experiments aligned with campaign goals.
• Analyzed creative and campaign performance to improve ROAS, CPI, and engagement quality.
• Worked closely with the product team on games economy, live-ops, and implementation of the new features
• Explored and evaluated new traffic sources and potential UA partners.

Delivered performance insights and recommendations to internal teams and management.

• Managed user acquisition for Racing and Simulation mobile games with hybrid monetization, running campaigns optimized for CPI, CPE, and ROAS at different stages of scale.
• Worked across a wide range of ad networks including AppLovin, Meta, Google Ads, Unity Ads, ironSource, TikTok, Mintegral.
• Partnered closely with the creative team, writing scenarios and prompts for video creatives and defining creative strategies aligned with performance goals.
• Conducted data-driven analysis to optimize campaign structures, bidding models, and creative performance.
• Designed and tested multiple UA hypotheses related to audiences, creatives, and traffic sources.
• Created reports for higher management.