Lena Ry

Mobile UA & SaaS Growth Specialist

I come in when growth feels messy and fix it.

Most teams don't need more ideas.
They need a system that actually works.
I build that. As part of your team or as an outside pair of hands.

See how I work
Lena Growth Systems Consultant
Open to full-time & freelance

Previously at

Chartboost LunaLabs / IronSource Replai Merit Circle Ygames

If this feels familiar

We should talk.

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    Campaigns running but nobody really knows what's working

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    Tracking is set up… kind of… but the numbers don't add up

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    Product, marketing, data all doing their own thing

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    Every decision feels like a guess

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    Everything takes longer than it should

My approach

The job is to make sense of the mess.

Not with slides. Not with "frameworks for frameworks." I actually build the setup with you so it works in real life.

More than a decade connecting growth, product, and data dots.

Growth System

How I think about growth

Mobile Games / UA From first install to sustainable revenue
1
MMP
2
Acquire
3
Engage
4
Retain
5
Monetise
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01 MMP

Right MMP Setup

Every number downstream depends on getting this right first.

MMP evaluation and selection Adjust, AppsFlyer, Singular, Kochava based on your game type, team size, and network mix. Event taxonomy design, cost data integration, postback configuration, SKAdNetwork setup for iOS, fraud prevention rules. Get this wrong and your D7, ROAS, and LTV are fiction. Most studios skip this step or rush it. It's the one you can't fix retroactively.

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02 Acquire

UA & Attribution

Are you buying the right users or just users?

Channel attribution model, creative performance framework, click fraud detection, UA strategy across networks. Most UA problems start with bad data. I fix the measurement layer before touching spend because scaling bad attribution just costs more money.

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03 Engage

D1 Activation

Do they get it on day one or do they leave?

First-session funnel, tutorial drop analysis, aha-moment mapping, early behavioural signals that predict D7. D1 is where most games bleed users quietly. Fix the first session before optimising anything else.

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04 Retain

D7 / D30 Retention

Are they forming a habit or just checking in once?

Cohort analysis by install source, push notification strategy, re-engagement lifecycle, behavioural triggers for lapsing users. D7 and D30 benchmarks that mean something in your genre not industry averages from the wrong category.

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05 Monetise

Revenue & LTV

Is the revenue model matching how users actually behave?

IAP and subscription model review, paywall placement based on behavioural triggers not time gates, ad monetisation balance, LTV/CPI modelling by channel, payback period analysis. Revenue that grows with retention not despite it.

SaaS / Product / CS From first sign-up to expansion revenue
1
Demand
2
Activate
3
Adopt
4
Expand
5
Revenue
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01 Demand

SaaS Growth Motion

How do the right companies find you and decide to try?

PLG strategy, freemium-to-paid conversion, trial design, funnel instrumentation. Built around your actual motion sales-led, product-led, or hybrid. Most SaaS teams have a motion that doesn't match how their buyers actually decide.

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02 Activate

Time to Value

Do they reach the aha moment before they close the tab?

Onboarding flow design, time-to-value mapping, activation rate by cohort, first-session depth. Not installs adoption. The gap between sign-up and "this is actually useful" is where most SaaS trials die.

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03 Adopt

Product Stickiness

Is it becoming part of how they work or just another tool they pay for?

Feature adoption tracking, habit loop analysis, engagement depth by user type, retention cohorts. Adoption means the product is woven into a workflow. Stickiness is the only thing that makes expansion revenue possible.

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04 Expand

Customer Success

Are you growing the accounts you already have?

Health score frameworks, churn prediction signals, expansion playbooks, QBR design, AI-assisted CS tooling. CS is the growth engine most SaaS teams treat as a cost centre. NRR is the number and it lives here.

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05 Revenue

ARR & Pricing

Does the business model actually work at scale?

ARR/MRR instrumentation, pricing strategy, CAC payback by segment, expansion vs new ARR mix, LTV modelling. Revenue clarity is a data problem. I make the numbers tell the truth so you can make decisions with confidence.

Why me

Here's what you actually get.

  • 🎯

    I focus on results

    Not clinging to what sounds good. I'm here to make things actually work.

  • 🔗

    I connect the dots

    Growth, product, and data talking to each other. When aligned, everything moves faster.

  • ⚡

    I work fast

    More than a decade in startups means I know how to move at your pace with precision.

10+
Years in startup growth
5
Companies scaled from the inside
0
Useless frameworks delivered
∞
Messes cleaned up

Process

How we work

1
Diagnose

The Audit

We look at what you have. Data, stack, processes, team. No judgment just clarity on what's actually happening.

2
Map

The System

I design the growth system that fits your stage and goals. Specific, buildable, not theoretical.

3
Build

The Build

We build it together. Hands-on. Whether I'm embedded in your team or working alongside it, I'm in the tools. Not writing a report.

4
Ship

The Handoff

The team owns it. Documented, working, and built to run on its own. That's the point.

Case Studies

Two types of problems.
One kind of fix.

I don't mix them. I connect them.

1
Growth that brings users in Mobile games · UA · monetisation · attribution
2
Systems that make those users matter SaaS · product · customer success · data
Mobile Games / UA Growth · UA · monetisation · attribution

We were buying users but had no idea which channels were actually working

UA spend at €80k/month across three networks. MMP misconfigured since launch. One network flooding clicks. Campaigns optimised on installs instead of revenue events. Two channels looked profitable but were not.

↓ 40% CPI

D7 retention plateaued at 18% for five months. We kept changing the creative. It wasn't the creative

Casual mobile game. D1 retention was stable but D7 retention was flat. The assumption was weak content. The actual issue was a tutorial drop at step 4. Users never reached the core loop.

D7 retention +34% 0 additional UA spend

Revenue was growing but we had no idea if we could sustain the spend

Hybrid monetisation with IAP and ads. Strong top line but no LTV to CPI model by channel. Paywall triggered at session 3 for every user regardless of behaviour. No visibility on revenue payback.

LTV model built by channel Paywall redesigned on behaviour Revenue payback visibility: week 1
SaaS / Product / CS Adoption · data trust · value proof · decision making

Everyone was looking at different numbers. Every meeting started with a fight about the data

B2B SaaS. Product, marketing, and CS each ran separate reports. No shared definition of a key metric. Decisions stalled because nobody trusted the source. The product was working the problem was visibility.

3 dashboards → 1 Decision time −60% Single source of truth

The product was live across the whole organisation. Almost nobody was actually using it

Enterprise rollout. Licences deployed, onboarding done, training delivered. But teams were still running their workflows outside the system in spreadsheets, in email, in old habits. Adoption had stalled at 30% of active users.

Active usage +58% Workflows moved into product Time to impact: 6 weeks

The client couldn't explain what the product was doing for their business. Neither could we

Enterprise account. CS team managing the relationship but no framework for proving value. Renewal conversations were uncomfortable because the impact wasn't visible. The product was embedded but the business case wasn't documented.

Value framework built Impact tied to business outcomes Renewal conversation changed

Let's talk

Let's build something that actually works.

Full-time, freelance, or a quick audit. I'm open. Let's talk.