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I'm Sam,

Growth Ads Expert

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I help consumer apps grow profitably with ads—as a Fractional Head of Growth & Performance Marketer.

Brands I've Worked With

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Sam Choi

CEO at AutomateUA

I’ve managed over $100M in ad spend for consumer apps, including as Head of User Acquisition at Hopper, a $5B travel startup.

At AutomateUA, I prioritize depth over volume, taking on just a few clients at a time to drive significant, measurable impact.

I don't outsource. When you partner with me, I'll personally deliver full-stack execution across marketing, creative, data analytics, implementation work, and strategy.

Meta Ads

Google Ads

Tiktok Ads

Apple Search Ads

Mobile Ad Networks (DSPs)

Performance Analytics

Creative Design

App Store Optimization

Push/Email Journeys

Testimonials

Endorsements & Reviews

Read what others say about me.

  • "Sam's ability to leverage SQL & APIs to automate marketing workflows and improve campaign management decisions is uncanny."

    Leif Meyer

    UA Engineer, Hopper

  • "Sam is a rare blend of creativity and analytical depth. He dives into the data, finds what matters, and delivers performance-oriented solutions."


    Alan Lee

    Data Scientist, Google

  • “Sam understands the importance of testing fresh concepts, iterating on winners, experimenting with social trends, and leveraging data to inform top-tier creative.”

    Dillon Becker

    Founder, Airtraffic

  • “Sam has a fine-tuned eye for performance creative — quickly identifying winning ad concepts, understanding why they are effective, and devising ways to scale them to their maximum potential."


    Scott Miller

    Lead Ad Designer, Hopper

  • “Sam's valuable insights enabled better decision-making and optimizations into marketing performance across keywords, geographies, and channels.”

    Courtney Grover

    General Manager, Point Wild

  • "Sam is a user acquisition and analytics expert. He works hard, takes feedback well and supports his colleagues with his genuine good-nature."

    Matthew Horiuchi

    UA Director, Life360/Calm

  • "Sam is one of the most effective marketers I've ever met. His team handled tens of millions in spend with very low headcount, primarily because of Sam's ability to streamline and automate so much of what our team used to work on."

    Makoto Rheault-Kihara

    VP of Growth, Hopper

  • "Sam's ability to leverage SQL & APIs to automate marketing workflows and improve campaign management decisions is uncanny."

    Leif Meyer

    UA Engineer, Hopper

  • "Sam is a rare blend of creativity and analytical depth. He dives into the data, finds what matters, and delivers performance-oriented solutions."


    Alan Lee

    Data Scientist, Google

  • “Sam understands the importance of testing fresh concepts, iterating on winners, experimenting with social trends, and leveraging data to inform top-tier creative.”

    Dillon Becker

    Founder, Airtraffic

  • “Sam has a fine-tuned eye for performance creative — quickly identifying winning ad concepts, understanding why they are effective, and devising ways to scale them to their maximum potential."


    Scott Miller

    Lead Ad Designer, Hopper

  • “Sam's valuable insights enabled better decision-making and optimizations into marketing performance across keywords, geographies, and channels.”

    Courtney Grover

    General Manager, Point Wild

  • "Sam is a user acquisition and analytics expert. He works hard, takes feedback well and supports his colleagues with his genuine good-nature."

    Matthew Horiuchi

    UA Director, Life360/Calm

  • "Sam is one of the most effective marketers I've ever met. His team handled tens of millions in spend with very low headcount, primarily because of Sam's ability to streamline and automate so much of what our team used to work on."

    Makoto Rheault-Kihara

    VP of Growth, Hopper

  • "Sam's ability to leverage SQL & APIs to automate marketing workflows and improve campaign management decisions is uncanny."

    Leif Meyer

    UA Engineer, Hopper

  • "Sam is a rare blend of creativity and analytical depth. He dives into the data, finds what matters, and delivers performance-oriented solutions."


    Alan Lee

    Data Scientist, Google

  • “Sam understands the importance of testing fresh concepts, iterating on winners, experimenting with social trends, and leveraging data to inform top-tier creative.”

    Dillon Becker

    Founder, Airtraffic

  • “Sam has a fine-tuned eye for performance creative — quickly identifying winning ad concepts, understanding why they are effective, and devising ways to scale them to their maximum potential."


    Scott Miller

    Lead Ad Designer, Hopper

  • “Sam's valuable insights enabled better decision-making and optimizations into marketing performance across keywords, geographies, and channels.”

    Courtney Grover

    General Manager, Point Wild

  • "Sam is a user acquisition and analytics expert. He works hard, takes feedback well and supports his colleagues with his genuine good-nature."

    Matthew Horiuchi

    UA Director, Life360/Calm

  • "Sam is one of the most effective marketers I've ever met. His team handled tens of millions in spend with very low headcount, primarily because of Sam's ability to streamline and automate so much of what our team used to work on."

    Makoto Rheault-Kihara

    VP of Growth, Hopper

Services

Full Stack Acquisition

From marketing to data to creative—I have you covered.

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Campaign Management

• Channel Integrations • Bidding & Budget Optimization • Audience Segmentation • Attribution Settings • Optimization Events

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Campaign Management

• Channel Integrations • Bidding & Budget Optimization • Audience Segmentation • Attribution Settings • Optimization Events

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Campaign Management

• Channel Integrations • Bidding & Budget Optimization • Audience Segmentation • Attribution Settings • Optimization Events

Data Analytics

• Customer Lifetime Value Calculations • High-Level Channel, Geo, Platform Reporting • Ad Performance Trackers • Incremental Lift Analysis • Data Automation & QA

Data Analytics

• Customer Lifetime Value Calculations • High-Level Channel, Geo, Platform Reporting • Ad Performance Trackers • Incremental Lift Analysis • Data Automation & QA

Data Analytics

• Customer Lifetime Value Calculations • High-Level Channel, Geo, Platform Reporting • Ad Performance Trackers • Incremental Lift Analysis • Data Automation & QA

Holistic Growth Strategy

• App Store Optimization • Lifecycle Marketing (Push & Email) • Affiliate Marketing

Holistic Growth Strategy

• App Store Optimization • Lifecycle Marketing (Push & Email) • Affiliate Marketing

Holistic Growth Strategy

• App Store Optimization • Lifecycle Marketing (Push & Email) • Affiliate Marketing

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Ad Creative

• Static and Video Ad Production • Creative Concept Development • Scriptwriting & Storyboarding

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Ad Creative

• Static and Video Ad Production • Creative Concept Development • Scriptwriting & Storyboarding

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Ad Creative

• Static and Video Ad Production • Creative Concept Development • Scriptwriting & Storyboarding

Comparison

Why Work With Me?

Top-tier expertise, hands-on strategy. See the impact of premium execution.

Me

End-to-end handling, no outsourcing or handoffs

Unified marketing, creative, & data support

Execution combined with high level strategy

Comprehensive channel expertise: Social, Search, Mobile, & More

Holistic approach: Paid, ASO, & Lifecycle

Negotiates best rates on software and deals

Me

End-to-end handling, no outsourcing or handoffs

Unified marketing, creative, & data support

Execution combined with high level strategy

Comprehensive channel expertise: Social, Search, Mobile, & More

Holistic approach: Paid, ASO, & Lifecycle

Negotiates best rates on software and deals

Others

Outsourced work overseas

Handoff to junior marketers

Lack of strategy guidance

Limited to one or two channels

No clear creative direction

Minimal reporting, unclear ROI

Others

Outsourced work overseas

Handoff to junior marketers

Lack of strategy guidance

Limited to one or two channels

No clear creative direction

Minimal reporting, unclear ROI

Process

From Vision to Execution

A no-cost, step-by-step process to evaluate your marketing and unlock scale.

01

Get In Touch

Tell me about your app, goals, and setup — I’ll follow up personally.

step1

01

Get In Touch

Tell me about your app, goals, and setup — I’ll follow up personally.

step1

01

Get In Touch

Tell me about your app, goals, and setup — I’ll follow up personally.

step1

02

Discovery Call

I’ll break down your biggest marketing challenges and pain points.

step2

02

Discovery Call

I’ll break down your biggest marketing challenges and pain points.

step2

02

Discovery Call

I’ll break down your biggest marketing challenges and pain points.

step2

03

Growth Audit & Plan

I’ll highlight 3 major growth opportunities and a game plan.

step3

03

Growth Audit & Plan

I’ll highlight 3 major growth opportunities and a game plan.

step3

03

Growth Audit & Plan

I’ll highlight 3 major growth opportunities and a game plan.

step3

04

Project Scope & Budget

We'll outline scope of work, align on pricing, and establish timelines.

step4

04

Project Scope & Budget

We'll outline scope of work, align on pricing, and establish timelines.

step4

04

Project Scope & Budget

We'll outline scope of work, align on pricing, and establish timelines.

step4

FAQS

Questions? Answers!

Quick answers to common questions.

Get In Touch Now!

Still have questions? Feel free to get in touch with me today.

What is a Fractional Head of Growth?

A part-time Head of Growth, integrating to provide strategic guidance and hands-on execution. Each partnership is customized to address your business’s most critical growth challenges.

What types of companies do you work with?

I work exclusively with consumer apps – Seed, Series A, or bootstrapped with proven traction.

What is your level of creative involvement?

I handle the entire creative process: concept development, competitor research, creative direction, scriptwriting, and frame-by-frame storyboarding. If you have a video designer, they can handle the initial production, which is time-intensive, while I focus on iterations using B-roll footage. Otherwise, I can also produce full videos from scratch, though the cost will be higher.

What is your pricing structure?

I start with a fixed retainer that transitions to a % of spend model, aligning incentives for long-term growth. The retainer covers initial groundwork, then shifts to % of spend, replacing the base fee. This way, I’m incentivized to drive ROI – if we don’t scale profitably, I don’t earn more. It also keeps me focused on identifying additional growth levers like ASO and Lifecycle to amplify paid performance.

What is a Fractional Head of Growth?

What types of companies do you work with?

What is your level of creative involvement?

What is your pricing structure?

Get Your Free
Marketing Audit

I’ll analyze your current marketing setup and deliver clear, prioritized recommendations to boost growth and maximize ROI.

© 2024 AutomateUA, LLC