Anya Shapina
Oakland
Summary
Digital media entrepreneur and strategic growth marketer with product, go-to-market, Web3, business development experience, and +10 yrs in gaming. I’ve built businesses, led teams, worked with top brands, and helped numerous companies launch and scale profitably. A reformed quant with a penchant for community-building and creator economies. Equipped with both startup and agency experience and an understanding of the cutting-edge marketing tactics, I can apply this knowledge in forward-facing growth strategies.
Overview
26
26
years of professional experience
Work History
Director of Marketing
AZRA GAMES
05.2023 - 11.2023
- Game Studio building a AAA Role-Playing Game.
- Spearheaded pre-launch digital marketing efforts, incl. funnel redesign and social media strategy, driving 2x community growth and 50K game waitlist signups; +2 yrs before launch.
- Boosted brand awareness and community engagement through content marketing and innovative community initiatives, incl. quests and user-generated content.
- Crafted and executed research studies and play-tests to inform game development and validate strategy.
Head of Performance
THE SANDBOX
09.2021 - 04.2023
- A metaverse where players build, own, and monetize their assets on the blockchain.
- Established and lead user acquisition program through pre-launch and launch, managing UA campaigns and influencer programs with budgets +$1M/mo.
- Acquired +2M wallets (users with crypto wallets)
- Launched a creator-acquisition program, accounting for +50% of the creator growth.
- Executed integrated campaigns for game launch, events, NFT collections, virtual land sales, and IP partnerships, incl. Snoop Dogg, WMG, The Walking Dead, etc.
- Lead implementation of martech tools, including for cross-channel attribution and Web3 CRM.
- Established lifecycle marketing program driving user engagement and +30% total sales of of avatars and virtual land.
- Leveraged first-party and web3 data for segmentation, personalization, product and marketing decisions.
- Trained a team of growth channel specialists.
Founder/CEO
WYSEFIT (TECHSTARS '20)
01.2019 - 12.2021
- Service delivering personalized fitness plans for adults 50+ via a mobile app, tailored to the needs of the aging population.
- Conceptualized, designed, and built a leading solution for senior fitness, ranking #1 for senior fitness in the US App Store for +1 year.
- Lead product and design. Hired and managed talent, including fitness trainers and app developers.
- Handled growth & lifecycle marketing, from user acquisition campaigns to implementing CRM and chat bots.
- Raised a pre-seed round from TechStars (Future of Longevity ’20)
CEO/Co-Founder
GAMECHANGERSF (Acq. By PIXIS AI)
01.2012 - 12.2018
- Full-service mobile marketing and data science agency
- Built agency from ground-up to a leader in mobile performance marketing, serving global brands like Square Enix, Microsoft, Sony Pictures, Epic, and Atari.
- Designed best-in-class custom predictive analytics, campaign optimization, creative, and reporting tech
- Advised clients on profitable growth strategies and managed campaign execution across myriad of channels
- Hired, trained and managed high-performing team to successfully execute clients' objectives and drive organizational success.
VP of Sales and Business Development
KOCHAVA
04.2012 - 09.2012
- Mobile attribution & analytics platform for mobile apps
- Helped shape company’s strategy and position it as one of the leading providers of marketing analytics services for mobile user acquisition.
- Developed relationships and closed deals with top mobile game developers, incl. TyniCo, Kabam, and Activision.
CMO/Co-Founder
CANVER
01.2011 - 01.2012
- Social e-commerce platform for art, democratizing art via digital distribution and micro-transactions
- Designed a mobile app
- Secured +100 artists for the platform
VP of Sales and Business Development
PEANUT LABS, ACQ BY E-REWARDS
01.2009 - 01.2011
- Virtual currency / market research monetization company for games.
- Helped grow company to the leading provider of full-suite monetization services for games and gaming data sample with a 75% market share in the US.
Director of Business Development
TERREMARK | PANTHER
01.2006 - 01.2009
- Sold IT infrastructure services to game and digital media companies
Corporate Finance Experience
SYNARC | OFOTO| LEVI STRAUSS
01.2001 - 01.2006
- Financial planning and business analysis
Venture Capital Investment
DELTA CAPITAL/ US-RUSSIA INVESTMENT FUND
01.1998 - 01.2000
- Investment fund operating in Russia, backed by the US government
- In a team of two, identified and acquired a large bank as an investment vehicle for the Fund (currently Delta Bank in Russia)
- Performed business plan analysis and company valuations.
- Participated in deal structuring and negotiations with banks and co-investors
Education
INTERNATIONAL FINANCE -
University of Richmond
Richmond, VABACHELOR'S DEGREE - MANAGEMENT & FINANCE
Saratov Economics Academy
Skills
- Growth Strategies
- Performance Marketing
- User Acquisition
- Web3 / Blockchain
- Influencer Marketing
- Social Media Strategy
- Campaign Planning
- Brand Marketing
- Data Analytics
- Lifecycle Marketing / CRM
Accomplishments
Co-founded the very first performance marketing agency in the market with a primary focus on mobile games.
Timeline
Director of Marketing
AZRA GAMES
05.2023 - 11.2023
Head of Performance
THE SANDBOX
09.2021 - 04.2023
Founder/CEO
WYSEFIT (TECHSTARS '20)
01.2019 - 12.2021
VP of Sales and Business Development
KOCHAVA
04.2012 - 09.2012
CEO/Co-Founder
GAMECHANGERSF (Acq. By PIXIS AI)
01.2012 - 12.2018
CMO/Co-Founder
CANVER
01.2011 - 01.2012
VP of Sales and Business Development
PEANUT LABS, ACQ BY E-REWARDS
01.2009 - 01.2011
Director of Business Development
TERREMARK | PANTHER
01.2006 - 01.2009
Corporate Finance Experience
SYNARC | OFOTO| LEVI STRAUSS
01.2001 - 01.2006
Venture Capital Investment
DELTA CAPITAL/ US-RUSSIA INVESTMENT FUND
01.1998 - 01.2000
INTERNATIONAL FINANCE -
University of Richmond
BACHELOR'S DEGREE - MANAGEMENT & FINANCE
Saratov Economics Academy
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