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Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.
Dashlane is an award-winning and highly praised brand in the password manager and digital wallet space. Its simple yet advanced identity, security and payments solutions have attracted 4.5 million users worldwide and landed the company features in The New York Times, TechCrunch and Fast Company.
What’s it like to market one of Google’s “best apps of 2015”? We asked Evelyn Tong, Senior Paid Marketing Associate at Dashlane to share her experience.
I’m a Senior Paid Marketing Associate at Dashlane. I manage user acquisition efforts on Facebook, which is our biggest user acquisition channel, as well as a handful of other partners on social, display, and mobile. I also make sure the rest of the marketing team has the necessary tools to evaluate, optimize, and plan for campaigns – most notably, maintaining and troubleshooting attribution and LTV tools.
I’m constantly evaluating reach, cost, user quality, and ROI.
I studied engineering in college and was a management consultant before ending up in marketing. I feel lucky because I love what I do. Besides the super awesome team that I get to work with at Dashlane and our partners (Erica and Nader are the best!), one of the main draws of my role is the mix of creativity – I’m always thinking about the simplest way to message Dashlane’s value prop – and quantitative analysis – I’m constantly evaluating reach, cost, user quality, and ROI.
A typical day starts off checking out Dashlane’s dashboards to make sure nothing wacky happened the day before that might affect user acquisition efforts, such as a tracking issue or a bug in a new product release. I follow that up with optimizations to Facebook campaigns, such as shifting budget between geos and devices, pausing out non-performing ads, etc. Then I’ll check in with other partners we work with that do not have a self-serve platform and respond to potential new partners who have reached out. And then I like to devote some time to a larger-impact project outside of day-to-day tasks, such as creative brainstorming or a post-mortem analysis of a previous test.
As self-contained as advertising can be, we actually interact a lot with everyone at Dashlane! For example, we have stand-ups every morning and bi-weekly Town Halls, so everyone is always aware at a high level of what other teams are doing, such as product updates and new features. The advertising team works most closely with the Analytics and Creative teams. We work with Analytics for things concerning attribution, LTV predictions, and budgeting. The Creative team actually sits right behind the advertising team, so we’re constantly bouncing ideas around (in between conversations about what’s for lunch), in addition to regular, more structured brainstorming sessions.
The endless combinations of attributes that I can analyze! I’m a big nerd and anything resembling an Excel pivot table is like a sandbox for me. The ability to dig in as deep as I want into the rich data that Nanigans offers is amazing. I can, and do, look at different geos by hour, creative messaging by demographic groups.
The ability to dig in as deep as I want into the rich data that Nanigans offers is amazing.
Any hypothesis that I have about how Facebook marketing affects different audience segments, I will use Nanigans to find the answer.
Be open to people with a non-traditional background. I think advertising has hit an inflection point in recent years because of technologies like Facebook and Nanigans, and will continue to evolve a lot, especially as mobile advertising and tracking become more sophisticated. Having a traditional marketing background won’t be as useful as being a quick learner with strong analytical and critical-thinking skills.
Demand for data-driven marketers is on the rise, but this guide offers concrete insight and practical tips on attracting and retaining the best advertising talent.
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