Seasoned mobile marketer with vast experience managing numerous mobile franchises and products of varying stages. Winnie has a mastery of strategic experience across networks and channels. She also enjoys cooking and loves indulging in delicious foods!
With more than 10 years of experience in the mobile and adtech industry, what has been the biggest change you have witnessed, and how do you think it affects how UA teams strategize/operate today?
Though mobile is an ever changing landscape, it’s hard to not highlight Apple’s ATT privacy changes as one of the biggest the industry has witnessed over the last 10+ years. It threw a wrench in UA operations and has caused some major headaches. However, in the midst of the transitional period it pushed UA to think bigger outside of the once daily norm to explore alternative measurement methods, such as mixed media modeling (MMM) and incrementality.
What’s your top tip when it comes to acquiring new users for mobile apps?
Although ROAS and revenue are king, don’t neglect other key metrics - top of funnel and down stream. Don’t become tunnel visioned around only one key metric, focus on the whole picture.
What are the top 3 leadership skills needed in the mobile industry?
In my opinion, relationship building, communication and creativity.
- I can’t stress the importance of establishing strong relationships with those we work with, whether it's our partners, peers, cross functional team members, direct reports, etc. I make an effort to lead with kindness and respect, and by doing so I am generally able to establish a healthy rapport which goes a long way.
- Communication is self explanatory. It is so foundational to common understanding and alignment.
- The first iPhone came out in 2007. Even though the industry has experienced explosive growth, it’s only 15 years old. It’s important to keep in mind that the strategy that’s working today may not work tomorrow. Being creative and open minded is part of the job.
What is the best career advice you can give to new entrants?
Be inquisitive. Don’t be afraid to ask questions. If something looks too good to be true, it probably is.
How important is it to have a community of support in our industry?
Although I can’t speak for other industries, I’m incredibly proud of my peers and partners in this space with regards to the support we’ve shown each other over the years. A key skill I highlighted earlier was relationship building, and I believe my growth in the mobile and adtech industry would’ve been a lot more challenging had I not had the support of our strong community.
Who influenced your life significantly and how?
My mother was a single mom who immigrated to a new country without knowing the language. I watched her overcome many obstacles to give me the opportunities to explore my potential. She is the toughest and bravest person I know.
Which talent will you show in your 15 minutes of fame?
I find the best deals/bargains!
Would your 12-year-old self think you were cool? Why?
Heck yea! I work for a gaming company, that’s most kids’ dream.
If you were to write a book, what would it be about?
It would likely be a short story for my daughter teaching her to never give up. It sounds a bit cliché, but I applied to almost 100 jobs before I got my foot in the mobile industry.
What are your top 3 most used apps?
Instagram, Disney+, and Slack. With a two year old toddler, Disney+ is a lifesaver. As for Slack, we all use it.