I help products grow sustainably—not just fast.

The Problem

Ad revenue had plateaued. The obvious move—show more ads—would hurt the experience. We needed more yield without more volume.

The Constraint: Any solution must be retention-neutral. Short-term revenue that hurts long-term trust was off the table.

How I Approached It

I ran a cohort-level CPM variance analysis using BigQuery to identify which users were seeing underpriced ads. Then I built session-depth behavioral models to find "safe windows"—moments where users could tolerate longer, higher-paying ad formats without churning.

Key Techniques: User-level CPM modeling · Behavioral segmentation · Session-depth analysis · Retention guardrail monitoring

The Trade-off I Made

What Happened

Yield improved meaningfully with zero retention impact. More importantly, we created a repeatable playbook for "sustainable monetization"—improvements that don't borrow against future engagement.

The Problem

Puzzle games were too easy. Players never needed hints, so rewarded video engagement was low. But making games harder across the board would frustrate casual users.

The Constraint: Difficulty must feel fair. Players should want help, not feel forced into it.

How I Approached It

I analyzed completion times, error rates, and retry patterns across hundreds of thousands of users to build a difficulty scoring model. The insight: engaged players can handle more challenge mid-session. By tuning difficulty dynamically based on engagement depth, we created natural friction—not artificial pain points.

Key Techniques: Behavioral funnel analysis · Difficulty curve optimization · A/B testing with retention guardrails · Player psychology mapping

The Trade-off I Made

What Happened

Hint usage increased significantly with no drop in retention. Key learning: monetization works best when it emerges from genuine gameplay design, not overlay mechanics.

The Problem

As we expanded into new markets (EU, LATAM, APAC), existing ad partners underperformed. The easy fix—add more networks—would fragment our stack and add latency.

The Constraint: Evaluate partners on holistic impact (retention + fill + yield), not just headline CPMs they pitch.

How I Approached It

I built a multi-factor partner scoring framework that weighted retention impact equally with yield metrics. Then I ran structured negotiations—treating each partnership as a strategic commitment, not a plug-and-play integration. I was the single point of contact across legal, finance, ad ops, and external partners.

Key Techniques: Partner scorecard development · Geo-specific demand analysis · Contract negotiation · Cross-functional stakeholder alignment

The Trade-off I Made

What Happened

Reduced the monetization gap in new markets while keeping the stack simple. Established a repeatable evaluation framework for future expansion decisions.