Tania Erazo Villacres
Helsinki
Summary
Results-driven Performance and Growth Marketing Specialist with over 4 years of experience scaling globally recognized IPs, including Angry Birds and Sonic the Hedgehog and brands like Hasbro, within the Finnish mobile gaming industry. Proven track record of collaborating with publishers, product and creative teams to align marketing initiatives with game design, driving sustainable growth through ROAS, LTV, and marketability testing.
Overview
4
4
years of professional experience
Work History
Performance Marketing (Growth & UA)
Sonic Rumble, Sega - Rovio
Espoo
01.2024 - Current
- Media buying / UA experience with proven results in strategy development, campaign planning, and execution for million-dollar monthly budgets. Full ownership of large-scale UA and re-engagement campaigns, covering planning, buying, performance analysis, and troubleshooting.
- Led creative testing initiatives, iterating on messaging, visuals, and formats to improve user engagement and install performance.
- Analyzed performance data daily to identify trends, gaps, and optimization opportunities.
- Collaborated with designers and product teams to align marketing messaging with in-app experience and core product features.
- Independently managed growth experiments from ideation through execution and post-launch analysis.
Performance Marketing
Angry Birds Dream Blast, Rovio
Espoo
11.2022 - 01.2024
- Creative Optimization: Managed extensive A/B testing on Meta and TikTok to refine messaging and creative concepts.
- Investment Strategy: Led investment allocation decisions based on ROI evaluations and media optimization cycles.
- Stakeholder Reporting: Provided key KPI insights to the Publishing team to inform product-level scaling decisions.
Junior Acquisition Specialist
Nitro Games Plc
Helsinki
10.2021 - 09.2022
- Channel Expansion: Managed and optimized multi-channel campaigns across Unity Ads, Google, and Facebook.
- A/B Testing: Executed creative tests to lower CPI while maintaining high-quality user inflow.
Education
Master of Science - E-governance Technologies And Services
Tallin University of Technology
Tallinn- Estonia06-2019
Master of Arts - Governance, Politics And Political Economy
Erasmus University of Rotterdam
The Hague - The Netherlands05-2016
Skills
- Product Marketing
- Growth Strategy
- Marketability Testing
- Cross-functional Collaboration
- App Store Optimization
- Keyword Optimization
- Creative A/B Testing
- Custom Product Pages
- Data Analysis
- MMPs
- Excel
- Cohort Analysis
- Creative Strategy
- Creative Production
- Competitive Benchmarking
- Performance Data
Languages
Spanish
Native
Native
English
Proficient (C2)
C2
Finnish
Elementary (A2)
A2
Timeline
Performance Marketing (Growth & UA)
Sonic Rumble, Sega - Rovio
01.2024 - Current
Performance Marketing
Angry Birds Dream Blast, Rovio
11.2022 - 01.2024
Junior Acquisition Specialist
Nitro Games Plc
10.2021 - 09.2022
Master of Science - E-governance Technologies And Services
Tallin University of Technology
Master of Arts - Governance, Politics And Political Economy
Erasmus University of Rotterdam