Turned store conversion into a growth multiplier.

Void Games acquires players through both paid campaigns and organic store discovery. The engagement focused on the point where those two journeys meet — the store page — and on making paid and organic decisions from the same set of signals.

Paid campaigns were sending traffic to store pages whose creative had not been designed around what the ads promised. Every click that failed to convert on the store page was paid-for traffic lost, and that leakage showed up as a higher cost per install. Store creative and campaign creative were being managed as separate problems.

• Treat the store listing as the final step of every paid campaign, not a separate organic asset.
• Rebuild the ASO creative strategy so icon, screenshots and messaging match the strongest campaign angles.
• Use campaign signals — which creative themes win clicks — as input for store creative tests, and store conversion data as input for campaign decisions.

1. Audited the existing store creative against the ad creative driving the most spend.
2. Redesigned the ASO creative set and tested variants through structured store experiments.
3. Linked paid campaign reporting with store performance so conversion could be read by traffic source.
4. Shifted budget away from traffic that was not converting on the store page.

Led the ASO creative redesign and the integration of paid-campaign signals with store performance, as Marketing Team Lead responsible for UA and ASO.