01
12–18-Month Growth Roadmap
A phased media plan designed to support acquisition, product adoption, engagement, and re-engagement over time.
Strategy Case StudyCase Study 03
Mobile App User Acquisition & Growth Strategy
RolePaid Media Strategy Lead
ChannelsGoogle App Campaigns (UAC), YouTube, TikTok, Programmatic DSPs, Premium Publishers
Developed a 12–18-month mobile app growth roadmap.
This case study focuses on planning methodology, investment modeling, and the strategic roadmap developed for the client’s growth objective.
01
Business Objective & Planning Scope
Planning Area
Scope
Growth Ambition
+4M MAUs
Drive monthly active users from 10M to 14M
Planning Horizon
12–18 Months
Achieve the growth ambition within the proposed planning period
Planning Deliverables
Full-Funnel Strategy
Media strategy spanning acquisition, usage, and retention
02
Context & Challenge
A messaging platform wanted to grow from 10 million to 14 million monthly active users.
The challenge went beyond acquiring new installs. The strategy also needed to support onboarding, feature adoption, repeat usage, and long-term retention.
03
Strategic Approach
04
What Was Delivered
02
Channel Role Framework
Clear roles for each platform across the customer lifecycle, including reach, education, acquisition, and retention support.
03
Investment Scenarios
Baseline, target, and stretch scenarios connecting investment levels with projected cost per active user and growth assumptions.
04
Phased Testing Plan
A structured roadmap for testing audiences, creative messages, placements, and feature-led calls to action.
05
What I Bring
This work demonstrates my ability to translate an ambitious business objective into a practical, cross-channel growth plan that connects media investment with customer acquisition, product adoption, and long-term user value, developed in close collaboration with strategy team.