2026 Full Agenda

The role of the UA manager has fundamentally changed. Gone are the days when performance marketing was purely channel buying and creative iteration. Today’s UA managers are increasingly expected to influence product decisions, launch cross-platform campaigns, oversee monetization levers, manage ASO, and even build creatives with AI — often without any additional resources.

In this session, I’ll share three real-world cases that illustrate how the UA role is evolving into a full-stack growth operator:

• Case 1 — When UA Becomes Product: How I defined, tested, and launched interstitial ads inside the game — and built a subscription upsell to remove them — despite being the UA manager. This end-to-end initiative required product thinking, monetization logic, ASO impact forecast, and AI-powered creative production. Result: a profitable new revenue stream and stronger paid growth efficiency.
• Case 2 — When UA Goes Cross-Platform: What happened when we expanded UA to support a Nintendo Switch version alongside existing mobile and Netflix versions. I’ll break down the channel strategy, audience segmentation challenges, attribution limitations, and how messaging must shift when one IP lives on several ecosystems simultaneously.
• Case 3 — When UA Goes Web-to-App:
• How we ran Web UA on Meta for a mobile game — why this is becoming common, what breaks in tracking, and how setup differs between Adjust and Appsflyer. I’ll share what worked, what didn’t, and how to think about targeting and attribution in a world where platforms increasingly push web entry points.

Across all three cases, the through-line is clear: UA managers are becoming owners of the entire growth stack, from the product surface to cross-platform expansion and new acquisition funnels. This session will give attendees a realistic blueprint for how to thrive in this new expanded role, even when resources are limited.

Attendees will walk away with practical, honest insights into how modern UA teams can create impact beyond channels, challenge traditional org boundaries, and use creative problem-solving (and AI) to unlock new growth.