LAUREN FRISCIA BACA

• Lead global marketing strategy for Unity's Ads division, driving over $4B in annual ad revenue through key products like LevelPlay Mediation, Offerwall and Unity Programmatic Exchange.
• Execute comprehensive 360° marketing programs, overseeing content, product, digital, and event marketing to enhance demand generation across multiple product lines.
• Manage and develop a team of 8 marketers, fostering collaboration and growth to achieve executional excellence.

• Managed US marketing and design departments with 12 direct reports.
• Defined and led strategic leadership positioning for ironSource US.
• Developed comprehensive US marketing plan, budgeting for PR, content, product, and digital strategies.
• Provided sales enablement support across all US divisions including Luna, Aura, and Tapjoy.

• Led global marketing and design teams, managing 7 direct reports to drive strategic initiatives and industry positioning.
• Oversaw multi-million dollar global marketing budget, achieving a 200% year-over-year increase in marketing qualified leads (MQLs).
• Defined and executed PR strategy, collaborating with agencies and internal staff to enhance Tapjoy's industry presence and target key customers.

Directed external marketing messaging and brand materials, including press releases and infographics.

• Played a pivotal role in global rebranding from MobPartner to Cheetah Ad Platform, developing strategy and managing website development.
• Authored thought leadership articles for executive team, enhancing industry visibility.
• Led go-to-market product strategies, encompassing launch plans and customer marketing initiatives.
• Collaborated with data scientists to extract insights for positioning Cheetah Ad Platform as a mobile industry leader.

• Led global product marketing for demand-side, multi-screen advertising solutions across industry verticals and creative ad formats.
• Owned product positioning, messaging, and go-to-market (GTM) strategy for YuMe’s ad unit portfolio, including development of category packages tailored to key market segments.
• Spearheaded the launch of 10 new products, delivering comprehensive GTM plans and enablement strategies to support sales and drive adoption.
• Defined and executed integrated marketing strategies for creative solutions, including content creation, events, PR, advertising, and thought leadership initiatives.

• Evangelized digital revenue opportunities across leading EA studios, including iconic franchises like The Sims, by building trusted partnerships and aligning game strategies with monetization goals.
• Played a key role in driving revenue growth by collaborating with game studios to develop innovative go-to-market strategies, empowering the sales team to bring high-impact digital products to market.
• Led ideation and development of branded content and advertising products across EA’s portfolio of social, mobile, and casual games.
• Spearheaded integrated marketing programs for major brands including Unilever, P&G, Dunkin’ Donuts, Progressive, and Toyota—garnering media coverage in top-tier outlets such as Ad Age, Forbes, Adweek, All Things Digital, and Inside Social Games.

• Developed innovative, next-generation social ad products and custom programs for Fortune 500 brands, driving engagement and brand visibility.
• Identified and onboarded new partner publishers, evaluating their unique capabilities and crafting strategic go-to-market opportunities.
• Led the creation of all supporting materials—including sales collateral, press releases, and case studies—to effectively communicate product value and showcase campaign success.