Heracles, a Mobile Strategy Consultancy

Eric started his career at Skype, the VoIP software developer, and left shortly after it was acquired by Microsoft. Eric has worked for a variety of free-to-play games developers in marketing and strategy roles, including Digital Chocolate, Wooga, and Rovio, where he served as the Vice President of User Acquisition and Network Engagement before founding Heracles.

As Head of Marketing at Wooga, Eric grew the company's mobile marketing budget by an order of magnitude, with a strict mandate to run campaigns profitably. He also led the marketing launch of Jelly Splash, a global mobile hit that reached the #1 top downloaded position on iOS in all key geographic markets (including the US). The planning of the Jelly Splash launch was the subject of Eric's GDC presentation in 2014.

At Rovio, Eric oversaw all paid user acquisition marketing initiatives as well as the company's internal cross promotion efforts, which generated approximately 2MM installs per month across Rovio's portfolio of games. Eric led the launch of Angry Birds 2, one of the largest and highest-profile mobile game launches of all time.

Eric earned a BBA in Finance from the University of Texas at Austin and an MA in Applied Economics from University College London, where, as an Erasmus Mundus scholar, his studies were fully funded by the European Commission.

As an analyst of the mobile app ecosystem, Eric has contributed to publications such as Business Insider, VentureBeat, and PocketGamer on topics ranging from freemium product design to mobile advertising. Eric also runs Mobile Dev Memo, a mobile industry trade blog. In 2014, Eric published Freemium Economics, an analytical guide to the freemium business model, through Elsevier.

Eric specializes in analytics design / architecture, performance marketing, and general mobile marketing strategy.