App Growth & MMP Optimization

The Challenge

Entering a highly competitive automotive marketplace, Liberty Carz faced the classic "chicken-and-egg" problem of a dual-sided market. We needed to aggressively acquire B2C app users without exceeding a strict $4 CPI, while simultaneously hunting for B2B merchants.

The Solution

User Acquisition is Growth. I executed a ruthless performance marketing strategy relying on Mobile Measurement Partner (MMP) architecture to track and optimize full-funnel app events. At the same time, I launched an outbound growth campaign to lock in merchant partnerships.

Execution

• Mobile UA & Tracking: Directed the integration of AppsFlyer (MMP) to ensure deterministic attribution, focusing entirely on driving LTV and preventing ad fraud.
• Campaign Scaling: Managed a $50k-$100k/month budget, continuously scaling Google App Campaigns and Facebook App Install ads using deep-link routing.
• B2B Network Expansion: Launched an aggressive outbound funnel using LinkedIn and localized partnership initiatives to capture merchant supply.

The Impact

The rigorous MMP setup allowed algorithmic bidding to find the highest-LTV users cheaply. We successfully grew the user base to 200,000+ app installs while fiercely defending our $4 CPI target. Concurrently, my B2B growth efforts secured over 550 auto merchants, providing the necessary liquidity for the platform.