1)
Own app monetization outcomes (ARPU + engagement)
Drive consumer monetization KPIs: ARPU uplift, conversion to paid/monetized actions, repeat usage, category adoption, and engagement depth
Identify growth pockets across categories (e.g., RU, bill pay, commerce, travel, financial products) and scale what works.
2)
Traffic strategy & allocation (maximize ROI)
Build a traffic allocation strategy across app surfaces and journeys to maximize incremental ARPU and engagement
Partner with DS/Product to create routing/next-best-action models and run continuous optimization via experiments
Manage trade-offs across categories (where to push, when to hold, and how to protect user experience).
3)
Monetization-led cross-sell (embed in discovery journeys)
Scale new cross-sell avenues by embedding monetization hooks in high-frequency moments
Improve funnel steps: message clarity, eligibility communication, UX friction reduction, and conversion rates.
4)
Experimentation engine & growth ops
Run structured experimentation: hypothesis → design → launch → measurement → iteration
Establish SOPs for offer creation, approvals, tracking, rollout readiness, and post-mortems
Build dashboards for growth and monetization performance; own weekly business reviews and root-cause analyses.
5)
Portfolio lever: Referral & network growth (subset)
Drive select referral programs as a lever for incremental acquisition and retention, with clear ROI/quality guardrails.