Zhanghan Liu

Led all ad network advertising operations for the Cash Club product within a 5-person UA team, achieving a peak personal daily ad spend of $50,000, representing over 50% of the product’s total daily ad expenditure.

Key responsibilities:

• Managed and optimized campaigns on AppLovin, Moloco, Chartboost, IronSource, Liftoff, and partial campaigns on Facebook.
• Collaborated with creative and production teams to develop ad materials, while overseeing user acquisition for small-language markets.

Key Achievements:
Campaign Optimization & Media Collaboration:

• Achieved the fastest growth for AppLovin and Moloco campaigns among all company products, maintaining top spending and performance compliance across 4 consecutive quarters.
• Engaged in multiple in-depth collaborations with the Moloco team, including optimizing machine learning by modifying signal return methods and adjusting signal weights based on CPM user segmentation.
• Enhanced monetization by optimizing in-game ad display logic, reducing user churn rate.

Creative & Material Development:

• During last two quarters, proposed more than 150 creative requirements based on ad network format and scale, total creative spending over $2 million, with compliance rate of more than 85%; the highest individual spending on a single creative was $200,000 in one month, ranking TOP 5 among whole products.
• Pioneered the exploration of playable ad in slots game industry, proposed and iterated creatives, which achieving a stable daily ad spend of $50,000 for playable ads within six months.

Business Development & Partnerships:

• Independently sourced and negotiated partnerships with new ad networks, agents, and platforms, including Mistplay, Apptoide Store, Digital Turbine, Playwell, HMA and Roku.