Nathan Nguyen
Performance Marketing Expert | Paid & Organic Strategy | Growth Marketing
- Role
- Senior Aso Analyst at Yahoo
- Location
- Houston, TX, US
- LinkedIn followers
- 500 followers
About Nathan Nguyen
I am a resourceful, creative, and driven professional with a seasoned performance…
Experience
Senior Aso Analyst
Mar 2022 — Present · Houston, TX, US
As a Senior ASO Analyst, I am responsible for our holistic (organic and paid) marketing acquisition efforts, leading a three-member team to manage paid media and implement organic acquisition strategies. To carry out my mandate, I orchestrate Yahoo App marketing and desktop landing page optimization initiatives, driving growth in downloads and users across the entire Yahoo portfolio in App/Play Store.Some of my key contributions include: Designed a new ASO process that is standardized, scalable, and informed by industry best practices. Leveraged Custom Product Page (CPP) and keyword search clusters to reduce Cost Per Install (CPI) and improve conversion rates for Yahoo Fantasy App. Grew the Yahoo Fantasy App’s default install base by 484% and reduced CPT to $1.02 (below the $2.09 benchmark) in 2022. Achieved a 79% conversion rate in 2023, maintaining $1.79 CPI (down from the $2.27 benchmark). Increased Yahoo Mail downloads by 0.9%, Yahoo News downloads by 415%, and Yahoo Finance downloads by 21%(avg unified, USA region) per year. Employed paid and organic marketing tactics (event cards, user journey CPP isolation for paid media, and consumer search behavior analysis) to grow the user base. Successfully in-housed $100-200K in consulting work; managed the ASO budget, ensuring the optimal allocation and utilization of organizational resources.
Education
Western Washington University
Bachelor's degree, Marketing BA
2012 — 2016
Skills
- Google Suite
- Microsoft Office
- Management
- Google Adwords
- Microsoft Word
- Strategic Planning
- Project Management
- Spss
- Customer Service
- Marketing
- Tableau
- Adobe Design Programs
- Microsoft Powerpoint
- Financial Analysis
- Google Analytics
- Public Speaking
- Process Improvement
- Wordpress
- Teamwork
- Powerpoint
- Microsoft Excel
- Social Media
- Leadership
- Analysis
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