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
platforms
·1 min read
Loot-box style UI review against current store and ad policies
creative strategy
platforms
·1 min read
Idle offline-income claims versus store copy
creative strategy
platforms
·1 min read
Gacha rate disclosure page: QA against the live banner probabilities
creative strategy
platforms
·1 min read
Endcard store screenshot freshness checklist for live F2P titles
creative strategy
platforms
·1 min read
Dual-track battle pass QA before UA creative ships
creative strategy
platforms
·2 min read
Custom product pages / custom store listings: message-match checklist
creative strategy
platforms
·2 min read
WeChat mini-game versus the App Store SKU: promise map
market intelligence
·3 min read
Twenty UA terms that changed meaning
media buying
platforms
·8 min read
Google Play UK settlement: tribunal approves GBP260m
creative strategy
·2 min read
Video length: what 6, 15 and 30 seconds each do
market intelligence
·2 min read
Chart watch, August: a quiet month at the top
market intelligence
·2 min read