BECKY ANN HUGHES Address: 32 Castledown Road, Pleasanton, California 94566 Phone: 650-740-8078 | Email: [email protected]

BECKY ANN HUGHES Address: 32 Castledown Road, Pleasanton, California 94566 Phone: 650-740-8078 | Email: Beckyann@Beckyann.Com

PROFESSIONAL EXPERIENCE

GLU Mobile Publicly traded with $550M in annual revenues and $1.5B Market Cap San Francisco, CA

Sr. Vice President, Growth Dec 2019 – Current • C-level executive leading central teams - Marketing, Analytics, Data Science, Technology and Consumer Insights • Lead change effort to transform the organization, moving toward a growth mindset and consumer-centric strategy • Drove YoY Revenue and Profitability growth by transforming 2020 Growth Team operations • Dive frameworks and models for optimal decision making across performance budget of $150M • Established optimal decision framework including yield, payback velocity, NPV, elasticity, and organic k-factor • Led a 23% increase in D30 ROAS by investing in new opportunities and optimizing channels and campaigns

Vice President & General Manager, GluPlay Studio Aug 2016 – Dec 2019 • Fostered engaging studio culture around core values including strength, excellence, honesty and heart which enabled strong team bonds, above and beyond performance and excellent talent retention • Led revenue growth from $10MM to $75MM and profitability growth from -15% to 30% through building monetization expertise, innovative merchandising and live operations tactics • Drove consistent improvement of live game KPIs, including: 365-Day LTV from $2.00 to $8.00, Revenue per Daily Active User (ARPDAU) from $0.15 to $0.55 and Day-1 Retention from 35% to 50% • Led the development and launch of Diner DASH Adventures, a true growth game with a $50MM annual run rate • Led transition from static to iterative development with prototyping and insights driven decisions resulting in higher quality and beta KPIs improvements including +30% retention, +130% ARPU, and +50% NPS • Led brand marketing and user acquisition team to drive ~30MM+ paid and organic installs per year and top notch story and episodic content releases

General Manager, GluPlay Studio May 2014 – Aug 2016 • Developed and launched Cooking DASH for iOS and Android platforms, gaining 34MM installs and generating over $125M in total revenue to date • Created and launched Gordon Ramsay DASH in collaboration with Gordon Ramsay Restaurant group, gaining 15MM installs and generating $55M in total revenue to date • Delivered consistent improvement of game KPIs, including: 365-Day LTV from $.25 to $2.00, Revenue per Daily Active User (ARPDAU) from $0.03 to $0.15 and Day-1 Retention from 25% to 35% • Led turnaround strategy and integration after acquisition including integration plan, team communications, and alignment with Glu goals resulting in low team attrition and focus on building success together

PLAYFIRST, INC. (Acquired by Glu) Creator of award winning IP including Diner DASH San Francisco, CA

Co-Head of Studio | VP of Product & Marketing Aug 2013 – May 2014 • Led strategic M&A efforts which included building our value story, identifying potential buyers, pitching to our short list, and finalizing terms resulting in the successful acquisition of PlayFirst to Glu Mobile • Developed and launched Diner DASH 2014 for iOS and Android platforms, earning 9MM installs and generating $13MM in revenue, $12MM more than prior product launches • Oversaw production build and technology processes including agile framework for delivering on time and budget • Drove analytics strategy integrating data across all mobile games leading to continuous KPI improvements and deep insights via A/B testing and consumer behavior segmentation

VP of Marketing & Product Management Jan 2012 – Aug 2013 • Led business model transition from Premium to Free-to-Play resulting in ROI positive products • Built F2P economic model to test player behavior, validate assumptions, and guide algorithm optimization • Launched successful licensed IP titles including Cloudy with a Chance of Meatballs and Hotel Transylvania DASH

Director of Product Management Jan 2011 – Jan 2012 • Developed strategic plan to move from PC games to Mobile games and led transition to migrate team processes and technology resulting in access to growth market • Migrated 72 classic PC titles to mobile App Stores resulting in $10MM in annual revenues • Created new free-to-play titles including Egg vs. Chicken and DinerTown Zoo resulting in $2MM annual revenue

Director of Product Marketing Jun 2010 – Dec 2010 • Developed strategic analysis highlighting operating history, market trends, and consumer behavior, resulting in pivot toward mobile free-to-play business model • Created customer research based balanced score-card across 10 attributes highly correlated with revenue resulting in improved product decisions, quality, performance. • Launched go to market for Diner DASH 5: BOOM!, earning over 1MM installs

Sr. Product Marketing Manager Jan 2010 – Jun 2010 • Drove alignment between product and marketing teams by facilitating collaboration to create more effective marketing campaigns resulting in +15% CTR and +50% CTI rates on performance based marketing campaigns • Developed positioning and executed go to market campaigns for 12 titles per year, including Chocolatier, Dream Chronicles, Cooking DASH Thrills & Spills, Wedding DASH 4-Ever, and Love & Death Bitten

BLACK ANGUS STEAKHOUSE Restaurant chain with 44 locations and $150MM in annual revenue Los Altos, CA

Director of Marketing Jun 2007 – Dec 2009 • Created marketing analytics model to better target and predict guest counts using historical response curves, saturation analysis and improved creative pipelines resulting in 40% YoY increase in advertised traffic • Lead brand repositioning to create “A Campfire Story” which resulted in clear brand messaging strategy and a framework for decision making • Led integration of technology including Prime Club loyalty program, OpenTable, and online search resulting in new sources to communicate with customers and incremental guest counts

Marketing Manager Mar 2005 – Jun 2007 • Built Marketing analytics program connecting guest traffic with marketing campaigns and in-restaurant spending behavior enabling better targeting, merchandising and messaging opportunities • Built media-testing program to determine new successful channels, such as Rewards Network, CPA program that resulted in 45,000 incremental counts and $1M in incremental sales in program’s first 8 weeks

Associate Marketing Manager Jan 2004 – Mar 2005 • Designed and executed marketing collateral consisting of advertising creative and point of purchase materials • Played lead role in launching all in-restaurant merchandising campaigns

SUPERSTRINGS DESIGN E-commerce firm developing websites for local businesses Foster City, CA Founder Jan 2000 – Mar 2004

FBI INTERNSHIP Student run recruiting campaign #1 in the country San Jose, CA Marketing Research & Project Lead Mar 2003 – Dec 2003

EDUCATION The Wharton School, University of Pennsylvania Philadelphia, PA MBA Candidate – May 2021 Graduation May 2019 - Current

San Jose State University San Jose, CA Bachelor of Science in Business Administration, Major in Marketing Jan 2001 – Dec 2003 • Honors: Dean’s List Scholar (Jan’02 – Dec’03), Beta Gamma Sigma Honor Society, Golden Key Honor Society

ADDITIONAL INFORMATION • Facebook, Women in Gaming https://www.facebook.com/business/m/women-in-gaming/stories/becky-ann-hughes • Startupedia Speaker Series https://startupedia.info/speaker/becky-ann-hughes/ • Mobile games industry speaking engagements: GDC China, Mobile Games Summit, Pocket Gamer Connects, Mobile Growth Summit, Casual Connect, Women in Tech Festival, GamesBeat Summit @VentureBeat, SmartPhone & Tablet Games Conference • BUILD Volunteer Mentor: BUILD is dedicated to proving the power of experiential learning through entrepreneurship and igniting the potential of youth in under-resourced communities (ww.build.org)