Skill set (9)
Krystel in a few words
I'm a product specialist, with more than 13 years of experience in the advertising space, I specialise in Mobile advertising and can bring even more value for Mobile game developers.
I graduated in Computer Science with a focus on graphics and animation.
My previous experiences include +6Y in Meta, being a senior product marketing manager with a big focus on the global gaming market, building the growth strategy for a multi-billion dollars ads business.
I launched the first end-to-end machine learning product for app ads in Meta called Advantage+ App campaigns and led the GTM for most of their app products from 2020 to 2023, I also helped to share a privacy first optimisation strategy and roadmap for the app ads business.
Prior to that I supported Mobile Gaming advertisers (Rovio, Tactile, Gram Games...) to launch and scale their UA strategies on their biggest game titles.
Before entering the gaming space I supported digital disruptors in the MENA region scale their businesses particularly in the services and ecom space.
My experience in the media space started in Publicis group as I was one of the first member of the Performics team based in Beirut that launched the performance marketing arm of Publicis in the MENA region. I led a team of 10 media managers, creating and executing growth media strategies for the biggest brands in the region (Adidas, Emirates NBD, Etihad airlines, Richemont group...).
Experience
- MetaSenior Product Marketing Manager - Global GamingApril 2020 - April 2023 (3 years)London, UK. Building the strategy for the Gaming app ads business for the upcoming 5 years . Lead the product development strategy for the next optimisation solutions for app advertisers . Contribute in building, then lead the GTM strategy of the first machine learning based, automated product for ads in Meta (Advantage+ app campaigns fka AAA) . Develop privacy first product and marketing strategies for mobile gaming developers . Create growth strategies for the Global Mobile Gaming business in Meta . Leading ad product launches for Gaming developers across Mobile Gaming . Develop scaled solutions to market our ads business to small to medium businesses
- FacebookClient Solutions Manager - GamingJune 2018 - April 2020 (1 year and 10 months)Dublin, Ireland. Consulted and co-led the media strategy for top-tier gaming companies in the mobile space . Relationship management of decision-makers including UA Directors, VPs and C-level executives . Creation of internal tools and processes to drive deeper analysis and promote efficiency for Mobile Gaming and app based verticals: (1) main POC for the tooling roadmap for gaming and apps for 2020 (including back end data integrations, pipeline management and tools production) (2) conceptualised and helped create the Signals tools to audit off-FB signals (3) prototyped and coordinated the creation of Business review report automation . Development of mobile gaming marketing strategies spanning marketability, market sizing, user acquisition, creative solutions, game lifecycle planning, technological solutions and brand building . Interviewed, helped hire and mentored 15+ team members across EMEA on FB products and tools, direct response media advisory and data analysis
- FacebookClient Solutions Manager - Digital NativesMarch 2017 - June 2018 (1 year and 3 months)Dublin, Ireland• Collaborating with Digital Native clients in the MENA region to build their businesses online.• Trainer and mentor on performance marketing with extensive knowledge in full-funnel digital products and solutions.• Consulting on marketing strategies built on the analysis on complex data sources and industry information.
Recommendations
Education
- BS, Computer Sciences in Graphics and AnimationNotre Dame University2011BS, Computer Sciences in Graphics and Animation
- Baccalaureate with Honors, General SciencesNotre Dame De Louaize2007Baccalaureate with Honors, General Sciences