Леся

Lesia Kovtun
Head of Mobile Marketing, CMO, Lead ASO | AI-driven
specialist
App search optimization (ASO), ASO consultancy |
SEO, LinkBuilding | CrowdMarketing (YouTube channel 240K)
Organic Growth | Community strength building
Game app monetization, implementing new features

General information:
9 years in digital marketing.
2+ years SEO specialist, Head of Web Marketing Department
6+ years as a Head of Mobile Marketing Department.
4+ years in ASO consulting, ASO lecturing

GEO: all countries (mostly Tier1, Tier2)

Niches: gaming (mostly mobile apps), healthcare (web and
mobile apps), rehabilitation (web), wellness (mobile apps),
real estate (web), e-commerce, EdTech (web), education (web),
crypto (mobile), beauty, B2C (apps mobile), B2B(web, ed tech product)

Telegram: @OlexandraKovtun
Е-mail:
[відкрити контакти](див. вище в блоці «контактна інформація»)

LinkedIn full profile: [відкрити контакти](див. вище в блоці «контактна інформація»)

Employment: full-time/part-time, consultancy
Schedule: remote

Work experience

MOBILE MARKETING EXPERIENCE

2017 November - till now 2024 - Tellurion Mobile ‖ Game development
company 6 years 5 months
Position 3: Head of Mobile Marketing Department + ASO specialist 4 years, 2 months
Position 2: Marketing Team Lead Manager + ASO specialist 1 year, 1 months
Position 1: ASO specialist, digital marketing manager - 1 year 2 months

I was responsible for:
1. Forming and implementing strategy of Apps Organic Traffic Growth;
2. Developing and implementing comprehensive mobile marketing strategies to drive users
discoverability, acquisition, engagement, downloads, retention and in-app-time
spending.
3. Overseeing the planning, execution, and optimization of all mobile marketing
campaigns across various channels, including app stores, in-apps ads, Google Ads and
social media platforms.
4. Collaborating with cross-functional teams, including product development, design,
copywriters, testers, freelancers and analytics;
5. Leading the implementation of some mobile marketing initiatives, including app store
optimization (ASO), push notification campaigns, UX/UI creating, in-app messaging,
monetization and others.
6. Creating, coordinating, implementing and managing comprehensive SMM strategies
for such channels as: Youtube, Facebook, Twitter, Instagram, Pinterest, Reddit, Tiktok,
Quora, etc.;
7. Conducting market research and competitor analysis to identify trends, opportunities and
best practices in mobile marketing for company’s niche and products;
8. Managing and analyzing key performance indicators (KPI’s) to evaluate the
effectiveness of mobile marketing strategies and optimize SMM, ASO, Link Building
(outreach, Q&A sites, forums, blog posting etc.), Community (company and products
websites, stores reviews, games’ forums) and Ads strategies for the Mobile Marketing
Team of 8 professionals;
9. Recruiting (interviewing and testing part), onboarding, providing leadership,
guidance and mentorship to a team of mobile marketing.
10. Fostering a culture of innovation (AI), collaboration, friendship and continuous learning.

11. (Being in a “Scrum-master role”) trying to apply Agile principles for my Marketing
Team (Agile best practices which I used to use):
● early and continuous delivery face-to-face conversation of any marketing process
(delivering all questions, doubts and half-done tasks to me or other team players
frequently, real-time communication and collaboration, favoring direct, in-person
interactions over formal documentation allows early feedback, rapid
decision-making and avoiding misunderstandings and delaying in completing
tasks).
● holding daily/weekly/monthly stand-ups, results reviews, and retrospectives
tailored to the needs (professional and personal) of my marketing team, sharing
results and best practices in order to encourage my team to experiment with new
ideas, learn from failures, and continuously refine their professional approaches for
task solving.
● teaching how to collaborate with other teams which are involved in mobile app
development, UX/UI design and analytics to ensure alignment of our team's
marketing efforts with product releases, feature updates, and user feedback.
● always trying to shield my marketing team from distractions and interruptions,
with providing guidance and collaboration techniques which are useful for
them, allowing my team to focus just on executing marketing campaigns,
analyzing performance metrics, and keeping their marketing goals on track in time.

12. My ASO responsibilities included (but were not limited to):
● developing and implementing comprehensive ASO strategies to improve app
visibility, discoverability, and conversion rates on app stores (Apple Store, Play
Market, Amazon, STEAM, Twitch);
● keywords searching and analyzing to identify relevant and high-performing
keywords for our apps;
● optimizing app metadata, including app title, description, keywords, and
screenshots, to enhance app ranking and attract more organic downloads; ASO text
writing;
 ● monitoring app store trends, algorithm changes, and competitor activities to
stay informed about best practices and opportunities for optimization;
● conducting A/B testing and experiments to optimize app store assets and enhance
conversion rates;
● providing recommendations for app feature updates, UI/UX improvements, and
various promotional activities based on ASO insights and data analysis;
● using various useful ASO tools, analytics platforms and AI tools (to track key
performance indicators (KPIs), search for keywords, generate ideas, analyze
competitors and mobile game niche trends) such as: Data.ai (old Appannie tool),
ASOdesk, ASOmobile, AppTweak, SensorTower, Chart GPT 3 and 4,
Midjorney, AppsFlyer, Google AdMob, Canva, freepik, etc.)
13. Generating regular reports and dashboards to track ASO and Mobile Marketing
performance metrics and insights to the CEO. Holding weekly and monthly meetings.

2023 August - December 2023 - University Lecturing (“ASO specialist” /
University Lecturing (ASO Course)) - 5 month
- Preparing a training program for future ASO specialists, where students can not only gain
theoretical knowledge in the field of ASO, but also gain practical experience on real
projects.

2021 April - (till July) - Amazing Apps || ASO consulting, ASO specialist
(Part-Time Job) - 4 months

- ASO consulting - app card on and off optimisation (weekly Google Meet calls);
- Competitors’ analysis;
- ASO text writing - titles/short descriptions/full description ( English // Russian //
German);
- Keywords searching and analyzing.

2019 April - Mobapp Development Limited || ASO manager (Part-Time
Project) - 1 month
Health Niche
- App ASO Store / Market managing & Support;
- Application search optimization - Google Play Market;
- Competitors’ analysis;
- ASO text writing ( English // Russian // German);
- Keywords searching and analyzing.

2019 January - (till March) - Gratsonia Limited || ASO manager (Part-Time
Project) - 2 months
- App improvement & ASO;
- Application search optimization - Google Play Market;
- Competitors’ analysis;
- ASO text writing ( English, Russian);
- Working with copywriters;
- Keywords searching and analyzing;
- A/B testing.
2018 August - 2018 September - Audiko || ASO manager (Part-Time Job) - 2
months
- App improvement & ASO;
- Application search optimization - Google Play Market;
- Competitors’ analysis;
- ASO text writing ( English, Russian);
- Working with copywriters;
- Keywords searching and analyzing;
- A/B testing.

WEB MARKETING EXPERIENCE

2016 May - 2017 October – Labiteam ‖ Software development & designing
company, Head of the Digital Marketing, SEO specialist - 2 years 5 months
- Providing leadership and guidance to a team of 5;
- Control under the working process of contractors;
- Organization of Business processes in department and processes in the company;
- Training of new subordinates & Team members;
- Formation of KPI system;
- Strategic development of the following divisions: email marketing, SMM, SEO, PPC, and
PR.

Managing a digital marketing team for different industries (web). Always stay in focus on
brand development and measurable results, the online strategies included (but were not limited
to) SEO, content marketing, link building, social media, PPC, and email marketing. I present
strategic recommendations for achieving the most efficient web-based results. Organize the
producing of all graphic design changes from logos to site redesigns, custom banner ads and
emails. SEO projects included but were not limited to on/off page optimizations, copywriting,
XML sitemaps and robots.txt best practices, page creation and URL structure, video best
practices and code diagnosis.

2015, December- 2016 May – OnlineSolutions ‖ Software development &
designing company, organic Linkbuilder, SEO specialist, SMM specialist - 6
months

2015, September-January – Boosta. Ltd ‖ IT-company, Linkbuilder, SMM,
copywriter - 5 months
2015, June – September – AVK - empire ‖ Product company, personal head assistant

2015 April – 2015 May – English Teacher, freelancer

2015 April – 2015 July – Copywriter, rewriter in ―Ukraine Business Online
2014 September – 2014 December - Freelance translator

Tools/skills: Ahrefs, Google Adwords, Google Analytics, Simple-seo-tools, Similar Web,
Buffer, Ku-Ku, Buzzbundle (for link building and SMM), Skype, Slack, Trello,
Top-inspector, Rankinity, JIRA, SensorTower, Data.ai (AppAnnie), Game Analytics, App
Brain, ASO Desk, Searchman, App Store analytics, Google Play analytics, Apptweak,
chatGPT 3 and 4, Midjourney, Canva, Figma, Tilda, Wix and others.

Soft skills

Communicatively, I pride myself on my ability to effectively
communicate ideas, strategies, and feedback with team members.
Organizational skills are at the core of my work ethic. I believe that
organization is key to maximizing productivity and achieving desired
outcomes.
Efficiency is something I prioritize in everything I do to achieve results
effectively and with minimal waste of resources.
Initiative. I am proactive in identifying opportunities for improvement,
taking on new challenges, and driving initiatives forward.
Creativity is one of my strongest assets. I have a natural ability to think
outside the box, generate innovative ideas, and develop unique solutions
to complex problems. I enjoy exploring new concepts and approaches to
keep projects fresh and engaging.
Flexibility is essential in today’s dynamic work environment, and I
embrace it wholeheartedly. I am adaptable to change, willing to adjust
plans and strategies as needed.
Ability to work in a team. I am collaborative, respectful of diverse
perspectives, and committed to fostering a supportive and inclusive team
environment. I believe that teamwork is essential for achieving collective
success.
Team leadership is a role I take on with confidence. I am not afraid to
take the lead and make things happen. I am skilled in motivating and
empowering team members, delegating tasks effectively, and guiding
projects to successful completion. I lead by example and inspire others to
perform at their best.
Time management is a strength of mine. I excel in prioritizing tasks,
meeting deadlines, and juggling multiple projects simultaneously in
fast-paced environments. I am organized and efficient, ensuring that no
time is wasted and that objectives are met on schedule.
Analytical skills. I am proficient in data analysis and use metrics to
inform decision-making and drive results.
Resilience is a trait that defines my character. I am resilient in the face of
setbacks, learning from failures, and adapting to challenges with a
positive attitude and determination. I do not let obstacles deter me from
pursuing my goals, but rather use them as opportunities for growth and
improvement.
Education
2009- Taras Shevchenko National University of Kyiv
2015
Full-time mode education form;
Department of Economics, Business Administration (MBA), master in
economic science, qualification: Bachelor in Business Efficiency with
focus on International Business Activity; diploma with honours;

2009- Kyiv National Linguistic University
2015
Language and literature, qualification: Specialist in Language and
Literature, philologist, teacher of the English Language and World
Literature, specialist.

2013-2015 University of Macerata, Italy
International economy and trade,
Master’s degree
International economy and trade,
Master’s degree

Languages Ukrainian — native;
English — Upper-intermediate (B2)
German, Italian — beginning knowledge;
Russian — fluent

Global collaboration certificate
(X-Culture Global Collaboration Course
involving theoretical training and two
months of practical experience as a
member of a Global Virtual Team)