Hi, I'm Daina
I find problems in data, solve them through experimentation,
and connect growth opportunities across the user lifecycle to business impact.
7+
YEARS
MARKETPLACE · B2B · COMMERCE
DOMAIN
GROWTH · FULL-FUNNEL · VALUE CREATION
SPECIALTY
Projects
From provider activation to revenue expansion
The provider journey was losing users before the first quote and plateauing after it. I defined each conversion gap separately and designed experiments and CRM for each stage — building a structure where activation leads to repeat behavior and revenue expansion.
Purchase CVR +43.3% · Quote CVR +32% · Promotion ROAS 1,249%
User acquisition, retention & monetization strategy
At Nextunicorn, the priority was building a structure where acquired users returned and converted to paid actions — not just growing traffic volume. I connected Paid UA, CRM, and SEO into a single growth funnel, linking acquisition, retention, and monetization.
CAC −53% · Repurchase target 101% · Blended ROAS 133%
Promotion
Promotion Planning, Setup & Operations
Promotion
Promotion Planning, Setup & Operations
Background
The non-download group had a higher conversion rate — they submit requests fine via the web without the app. However, the download group showed significantly more requests per user, meaning app users have much higher repeat usage. This promotion prioritized "retention/repeat usage" over "new conversion" as the reason to drive app downloads.
Execution
- Target: customers who have not installed or deleted the app
- Chess-themed gamified IAM — designed terms agreement and push permission flow
- Airbridge Deferred Deep Link to automatically connect promotion after app install
Result
- CPI ₩443 (incl. prize cost, 66% reduction vs January)
- 409% vs BEP · exceeds AMBITIOUS scenario
- iROAS 3,449%
Creative & IAM
Background
The first attempt (pilot) at an app-download event, built as a minimum-spec run with only an in-app modal shown on user visit. No separate event page or landing — the goal was to validate the prize structure and channel-mix efficiency (FriendTalk + in-app modal + push). A staged step before committing full resources to the March main promotion, designed to confirm whether in-app modals alone could clear BEP.
Execution
- Target: customers without the app or who deleted it (post-2025 signups)
- 6 FriendTalk waves + 4 in-app modals on auto-pilot
- Prizes: PS5 / Dyson Airwrap / Roborock vacuum — auto-entry on app install
- Weekly segmentation refinement lifted Direct CVR from 0.04% to 0.57%
- Flow: prize modal → App Store → install → Airbridge tracking match → entry-complete modal auto-shown
Result
- CPI ₩1,300 (incl. prize cost)
- 163% vs BEP
- iROAS 1,176%
Creative — In-App Modals
PS5 — download-prompt IAM
Background
Designed a cashback structure to amplify quote-sending behavior in anticipation of a period when the quote-to-request ratio would decline. The key challenge was controlling deadweight from highly-active providers while concentrating incentives on the marginal behavior-change segment.
Execution
- Extracted provider counts by category and tier via BigQuery (moving/cleaning, tutoring, freelance, wallpapering)
- Designed an iROAS simulator based on tier migration rate assumptions and response functions
- Cashback structure: 3+ quote tiers with graduated rates (3–20%), 30-quote cap, excluding 10+ tier to control deadweight
- Reported conservative/optimistic scenarios via an interactive HTML budget dashboard
Result
- Quotes per quoting provider +82.0% — the core indicator that cashback drove real behavior change
- iROAS 236% (full period, promotion reward basis)
Creative & IAM
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Overview
Nextunicorn, planned and operated monthly promotions targeting IR report subscription conversions. Personally designed the discount structure, event theme, and landing page configuration each month, driving an average of 60% of monthly revenue.
Creative
Lead Generation
Lead Generation · Lead Conversion
Growth Infra
Marketing Automation · Data Pipeline
Growth Infra
Turning the "Experiment → Action → Verify" loop into an automated system
Marketing execution involves a lot of repeated work. When the daily cycle of monitoring metrics, detecting anomalies, taking action, and verifying impact passes through human hands every time, omissions, delays, and inconsistent standards accumulate — eventually shrinking the time available for analysis and experimentation, and slowing experiment velocity.
By combining BigQuery · n8n · Braze · Google Workspace, I rebuilt the operational cycle from monitoring to action verification as an automatable structure — creating an environment where decisions are made on the same data, by the same standard, every day.
① MONITOR
Auto-extract and report key metrics every day
Every morning, n8n auto-extracts metrics from BigQuery and posts them to Slack. Because the same report arrives at the same time on a consistent basis, marketers no longer wonder "where do I even start today?" and can move straight into analysis.
Beyond just monitoring, I also planned a pipeline to send BigQuery · Kafka · client event data into Braze User Attributes. By reflecting providers' Smart Quote campaign activation/deactivation status to Braze in real time, the same data being monitored becomes immediately usable as personalized CRM segments — a structure designed in collaboration with the engineering and product teams.
② DETECT
Surface segments that need action immediately
Rather than just raw numbers, the report organizes key metrics with segment-level uplift% so the team can quickly see where impact is happening and where things are stuck — and decide the next action accordingly. CG/TG comparisons and All / Direct / Influenced splits are computed and arranged automatically.
③ SCHEDULE
See planned and past actions on a single calendar
Once an action is decided, it's registered as a Braze campaign or canvas, and the same workflow auto-syncs it to a Google Calendar event every morning. Planned, in-progress, and completed actions all appear in one view, making cross-team scheduling easy and naturally preventing campaign collisions.
④ VERIFY
Auto-verify results after each action
Anchored on the moment an action is applied, metric changes and uplift% trends are auto-charted and notified — making before/after impact visually verifiable on the spot. Looker Studio dashboards track channel- and campaign-level performance daily and monthly, and the results feed back into the next experiment's hypothesis.
For promotions specifically, I built a dedicated cumulative-performance dashboard with a Gantt-chart timeline, plus an interactive HTML simulator that calculates tier migration rates and iROAS in real time — so the marketing team can decide on a single, consistent basis.
⑤ EXTEND
Built on top of the automation layer
Once the core operational loop was stable, I added work that uses the same foundation to leverage data more deeply.
⑤-1 Program Operations Automation
Built a pipeline connecting program sign-up → auto DB entry → marketing-consent update → automatic email dispatch. BigQuery SQL extracts applicant status in real time, and Google Apps Script automates follow-up actions, minimizing manual operational effort.
⑤-2 Braze Liquid In-App Survey
Implemented an in-app survey with branching questions based on user participation history using Braze Custom HTML IAM + Liquid. Responses are immediately written to Custom Attributes via brazeBridge and reflected in CRM segments.
Result
The lead time for one experiment cycle shortened, and the time previously spent on number-checking, scheduling, and result visualization could be redirected back into analysis and the design of the next experiment.
Stack
Lead Generation
Lead Generation · Lead Conversion
~15,000
Annual leads acquired in 2022
30%+ CVR
Sign-up conversions, event participation, etc.
Problem
- Leads were fragmented across teams with insufficient management.
- There were no dedicated campaigns for lead generation.
Hypothesis
Classifying and managing collected leads by user role, and pushing differentiated USPs per role, would increase lead conversion rates.
Execution
① Lead Generation & Conversion Process Establishment
Led cross-functional lead generation collaboration and streamlined processes — established user role-based segmentation criteria and a conversion tracking framework.
② Paid & Non-Paid Campaign Execution
- Paid campaign execution and performance improvement — creative and message optimization by target segment
- Non-Paid campaign execution and performance improvement — lead acquisition via organic channels
Paid — Instagram Ads
Non-Paid — Email & Newsletter
③ Lead Segment Separation & Management Efficiency
Organized lead management processes and created automated performance tracking sheets. Implemented automation using BigQuery & Python for real-time monitoring of lead acquisition status.
Key Metrics
Growth is a structure, not a moment.
Let’s build better ones.
If you'd like to talk more about my portfolio or projects — or have a growth problem worth solving together — feel free to reach out.