Appi Camper Spotlight with Siberia Su

Appi Camper is an interview series that shines a spotlight on today’s mobile elite, showcasing their expertise and knowledge. Growth leaders share trends, strategies to navigate the current market, tips to overcome present challenges, and how they approach these impacts to successfully emerge as an Appi Camper.

Spotlight with Siberia Su

Siberia Su is currently the Head of Growth at Jump Ramp Games – a MobiltyWare company. Prior to this, Siberia managed million dollar budgets at companies such as DraftKings and Jam City, and was a Marketing Director at startups such as Journy and Braavo. Siberia is a multi-dimensional marketing leader who has a passion for leading data-driven teams to drive growth for companies she works for.

What are the trends you are seeing as a result of Apple’s announcement regarding privacy and IDFA? Any notable effects, strategies, or workarounds you can share?

I think most publishers are testing out different strategies around consent user flows to maximize the opt-in rates. For those who don’t own user data like DSPs, I have heard that some companies have created their proprietary machine learning algorithms to support the user level projection for LAT users. The impact to each business differs depending on which part of the ecosystem you are in.  We won’t know what’s really going to happen until it happens.

What are some of the challenges of mobile marketing during this time?

When it comes to User Acquisition in the post IDFA world, I think the most challenging part is that you lose the ability to target your high value users if they come in as LAT. It’s also harder to measure the incrementality of each acquisition channel and see how each of them contributes to the LTV of your users.

How are you adjusting to working as a remote team? Are there any tips you can share about how to make it work?

My best tip is to ask the right questions to engage your team members in solving a problem together. I realized that simply giving performance goals isn’t enough to manage the team effectively in a remote setting. By asking questions properly and inviting participation, my team and myself are more motivated to achieve our goals.

What are you doing to stay positive and balanced while working remotely?

An important thing to do is to celebrate the small wins for my team and myself. I make sure that we set up goals and plans, and discuss strategies for each milestone together. Every little win on the chart helps everybody to see hope, and feel valued and connected.