Leila Fernandez
Managing Editor
Leila edits UA Ledger's long-form analysis and weekly operating briefs. Her coverage centers on creative organizations, media economics, and the changing shape of mobile growth teams.
More articles from leila-fernandez
creative strategy
·1 min read
Hybrid IAA+IAP: when the creative must not promise both
creative strategy
·1 min read
Genre hook library refresh: 4X, survivor, match-3, idle, gacha
creative strategy
·1 min read
FTUE to first purchase: the F2P gates a UA brief must name
creative strategy
media buying
·1 min read
FTC endorsement disclosure checklist for paid game creators
creative strategy
·1 min read
Energy systems: what the ad may promise versus session 1
creative strategy
media buying
·1 min read
Eid al-Fitr / Eid al-Adha live-ops and UA checklist
creative strategy
media buying
·1 min read
Crisis mute switch: pausing creator amplification in one hour
creative strategy
media buying
·1 min read
Creator whitelist / denylist tied to brand safety and chat toxicity
creative strategy
media buying
·1 min read
Creator brief for F2P: must-show FTUE vs must-not-promise economy
creative strategy
media buying
·1 min read
Competitive claim substantiation for F2P genre ads
creative strategy
media buying
·1 min read
Community event calendar synced to live-ops and UA freezes
creative strategy
media buying
·2 min read