Dasha Antonova / Head of Marketing & Growth

What usually breaks

It's almost never a traffic problem.

Efficiency collapses with spend because the system was never built to carry it. Onboarding leaks. Monetisation was assumed, not proven. The signal going into the ad platforms is weak, so scale just buys worse users faster.

And the AI layer on top of a broken system doesn't fix it — it just breaks it faster and with better slides.

01

Consumer subscription turnaround

HEAD OF MARKETING & GROWTH

When I joined

Loss-making

Paid acquisition overall

Where it got to

$7M+

Annualized revenue run rate and positive net profit

The situation

The project’s paid acquisition remained unprofitable overall. Investment continued while the economics were expected to improve.

Step 1 · First 10 weeks

I analysed the acquisition data, found why the economics were failing, and restructured the campaigns.

First 10 weeks

4×
REVENUE, SAME MARKETING BUDGET
−40%
CAC

LTV almost doubled and unit economics turned positive.

Step 2 · Continued growth

I led the wider marketing work across acquisition, the funnel, creative and SEO, and set the direction for CRM. Marketing was the main growth lever as the business reached a $7M+ annualized revenue run rate and positive net profit.

02

Playkot · mid-core RPG

MARKETING DIRECTOR

The situation

A year of underperformance on a six-figure monthly budget. Plenty of activity, plenty of dashboards, no path to positive ROI.

What I did

Stopped scaling and rebuilt the UA team’s expertise, campaign decision process and accountability for results.

Result

Negative → positive ROI
ON A SIX-FIGURE MONTHLY BUDGET
03

ASO

MARKETING DIRECTOR

The situation

Store listings were treated as art direction rather than conversion surfaces — high-intent search traffic left untested.

What I did

I built ASO into a repeatable testing practice. For one title, I treated App Store search results like a feed and tested the listing as an ad within it.

Result

3×
APP STORE SEARCH CTR IN VALIDATION MARKET
Nearly 2×
US APP STORE SEARCH INSTALLS AFTER ROLLOUT
04

Jewelry brand · SEM rebuild

ADVISORY

The situation

High-intent demand existed and nobody was buying it. Growth operations were improvised week to week.

What I did

Understood the marketplace’s unusual search mechanics and used long-tail keywords to capture demand competitors missed.

Result

+70%
MONTHLY REVENUE