Ryan Henderson
Performance & Growth Marketer
Montreal
Summary
Growth Marketing Leader with 25+ years scaling performance marketing and growth in Gaming, iGaming, AI, Web3/crypto, vice, affiliate marketing and consumer apps. Proven expertise in user acquisition, funnel optimization, lifecycle marketing, ASO/SEO, and subscription growth. Skilled at designing global strategies that balance data-driven experimentation with creative execution, scaling apps to millions of users while driving retention and monetization.
Overview
19
19
years of professional experience
3
3
Certifications
2
2
Languages
Work History
Head of Growth
Unite
10.2023 - Current
- Driving app and product growth in Web 2.0, iOS, Android, Web3 markets. Focus on acquisition, retention, and monetization funnels. Partnering with product and data teams to scale user growth globally.
Head of User Acquisition
Superlayer
05.2023 - Current
- Owned user acquisition strategy across paid media channels. Social, ASA, Google , TikTok, Applovin, Unity Ads and programmatic. Designed retention and engagement flows, collaborating with product and analytics.
Head of Digital Marketing
SkillOnNet
06.2020 - 08.2023
- Directed global digital marketing for iGaming platforms with player acquisition and First Time Deposit goals. Personally managed >$3M monthly budget across wide range paid media channels. Social, Programmatic, TV/CTV, Search, Native, App networks. Optimized app store presence and developed acquisition + retention strategies across multiple markets.
Analyst, Media Buyer & User Acquisition
MindGeek
07.2018 - 02.2020
- Executed acquisition campaigns across web and mobile. Launched and developed VPNhub.com product. Lead sales team and achieved +500% above growth targets YOY. Lead internal affiliate network.
Performance Marketing Director
Rebel Yell Media
01.2007 - 07.2018
- Founded and scaled a performance marketing agency. Developed performance marketing campaigns for multiple clients in a wide range of verticals generating millions of installs, tens of thousands of leads, and thousands of paid sales.
Education
Some College (No Degree) - Commerce
Skills
User Acquisition: Paid Social, ASA, Google UAC, Programmatic, TikTok, YouTube, Native, Unity, Applovin, Apps
ASO / SEO: Custom Product Pages (CPPs), keyword optimization, organic app discovery
Lifecycle Marketing: Push notifications, in-app messaging, email, retention flows
Subscription Growth: Consumer subscription campaigns, revenue optimization
Analytics & Experimentation: AppsFlyer, Adjust, Voluum, Redtrack
Funnels: Acquisition → Activation → Retention → Monetization
Cross-Functional Leadership: Marketing, Product, Partnerships, Data
Industries: iGaming, Consumer Apps, Web3, Digital Media
Certification
Google Ads Certified Professional
Accomplishments
- Scaled Canadian market at SkillOnNet from $12m annual revenue to $75m annual revenue in 36 months through acquisition and lifecycle marketing.
- Reduced CPI by 52% and improved ROAS with ASA + Google UAC optimization, leveraging ASO and funnel experimentation.
- Built creative testing workflows delivering unlimited ad variations per month.
- Launched app growth programs in Web3 startups (Unite, Superlayer), combining paid marketing, community, and referral loops for growth.
- Managed multi-million-dollar annual budgets with consistent improvements in CPA, retention, and monetization.
Timeline
Head of Growth - Unite
10.2023 - Current
Head of User Acquisition - Superlayer
05.2023 - Current
Head of Digital Marketing - SkillOnNet
06.2020 - 08.2023
Analyst, Media Buyer & User Acquisition - MindGeek
07.2018 - 02.2020
Performance Marketing Director - Rebel Yell Media
01.2007 - 07.2018
CEGEP - John Abbott College - Some College (No Degree), Commerce