CPA $100 → <$30 in 90 days10X growth in users & transfers$6M in mobile ad fraud eliminatedTransfer volume +36%20+ years in performance marketingKochava · AppsFlyer · MMP attribution
New York City Metro · Open to senior growth roles
Growth you can audit.
Director of Digital Marketing / IDT Corporation / BOSS Money
I scale mobile acquisition in regulated, high-trust categories — cross-border payments, fintech, telecom. At IDT I rebuilt the acquisition engine behind BOSS Money, took CPA from $100 to under $30 in a single quarter, and drove 10X growth in users and transfers.
The number I'm proudest of is the one I removed: $6M of ad fraud and invalid traffic, cut out and redeployed into channels that actually converted.
Achieved through channel optimization, creative testing and fixing attribution — while volume went up, not down.
Day 0 · $100Day 90 · $28
0
Growth in users and transfers
$0
Ad fraud & invalid traffic eliminated
0
Years leading growth at IDT
0
Years in search & performance media
What I'm hired for
Four problems I solve better than most.
Every one of these came out of a real P&L, in a category where compliance and payments infrastructure set the guardrails.
Mobile acquisition
Scaling app installs that turn into transactions
Paid search, paid social, affiliate and app-install networks run as one system — with creative, landing pages and in-app experience aligned to the same funnel rather than optimized in isolation.
Attribution
Making the measurement actually trustworthy
Implemented and repaired Kochava across apps, deep links and web-to-app flows. When tracking gaps close, optimization stops being guesswork and CAC follows.
Fraud & waste
Finding the spend that was never real
Placement- and app-level transparency exposed over $6M in invalid traffic. That budget moved to legitimate sources — a cut in cost and a lift in volume at the same time.
Team & vendors
Rebuilding the ecosystem around the goal
Replaced agency partners, introduced data-driven media buying transparency, and set up a full-funnel framework built for LTV and retention — not just cheap installs.
Selected work
The record, with the numbers attached.
Jul 2018 — Present8 yrs 2 mos
Director of Digital Marketing
IDT Corporation
Lead global digital acquisition and growth for IDT's Telecom & FinTech portfolio, with primary focus on BOSS Money, a cross-border remittance platform.
Drove over 10X growth in users and transfers through performance marketing across paid search, paid social, affiliate and app-install channels.
Cut CPA from $100 to under $30 within the first 90 days — while lifting money transfer volume 36% and improving conversion rate.
Implemented and optimized mobile measurement and attribution (Kochava), resolving tracking gaps across apps, deep links and web-to-app flows.
Identified and eliminated over $6M in mobile ad fraud and invalid traffic, reallocating spend toward legitimate, high-performing sources.
Rebuilt the digital marketing ecosystem, replacing agency partners and introducing placement- and app-level media buying transparency.
Jan 2017 — Jul 20181 yr 7 mos
Director of Performance Marketing
Magnitude Digital
Owned performance program strategy, execution, testing, reporting and analysis across paid search, paid social, display and affiliate.
Primary point of contact for performance-based clients and media publishers, with daily investment tracking across every program.
Partnered with creative services on banners, landing pages and custom units, and advised client services where subject-matter depth was needed.
Mar 2012 — Dec 201210 mos
Director of SEM & Display Marketing
DealDash
Improved search engine visibility and took control of display advertising for a high-volume consumer auction platform.
Built the paid acquisition engine that drove measurable customer growth during the company's US scale-up.
Jan 2008 — Jan 20102 yrs 1 mo
Director of Search
Datran Media
Started the search division from zero — selected the paid search bid platform and trained staff on bidding and analytics tools.
Ran the RFP and selection for an outside SEO firm, then managed the relationship and internal SEO initiatives.
Served as search expert to senior executives and carried the goals for both internal and external clients.
2007 — 20081 yr
Director of Search Marketing
Everyday Health
Managed paid search programs spending over $1.5M per month across the full portfolio of properties.
Responsible for goals across every site including South Beach Diet and Jillian Michaels.
Helped make Everyday Health the number one online health destination.
Feb 2010 — Aug 20111 yr 7 mos
Senior Consultant / Search Director
Independent Consulting
Managed paid search campaigns spending over $1M monthly in the pharma vertical.
Led strategy development and tactical planning, and directed client SEO and social teams.
Ran presentations, client meetings and campaign analysis with recommendations per campaign.
Recommendations
What managers, clients and reports say.
Ten LinkedIn recommendations from people on every side of the desk — the executives above him, the teams that reported to him, and the clients who paid the invoices.
Same team
Mark is the best SEM expert I've ever met. I've worked with the best SEO/SEM professionals in Finland, and from Mark I learned that you really need to be the local SEM expert to create successful campaigns.
MLMari LuukkainenInvestor & operator · Sep 2012Same team · DealDash
From day one he improved our search engine visibility immensely, increased the value of DealDash and took control of our display advertisement, yielding some exciting results in customer acquisition. I would work with Mark in an instant.
JTJuha TauriainenLehtori · Aug 2012Mark was the client
A very knowledgeable and experienced search marketing professional. He has paid his dues in a very complex and ever-changing industry and I can honestly say “he gets it.” He came back to me with a creative idea and business approach I had not even considered.
ASAllen SnookCMO, DeepNotion LLC · Mar 2011Worked alongside
Mark was able to speak well with clients and efficiently managed his team. He truly understood what the client was looking for out of their search campaigns and consistently delivered outstanding results.
AZAndrey Zaluskyonthree.net · Mar 2011Worked alongside
He has vast experience in the SEO/SEM space using multiple platforms. He spearheaded the WebTrends integration for multiple online properties and optimized SEO and SEM efforts for each. He is on top of his game — anyone would be lucky to have Mark on their team.
TZThomas ZaleskiSoftware Architect Team Lead, Insight Digital Innovation · Jan 2010Mark was the client
One of the more knowledgeable search people I know. He is insightful, creative and a great client — the consummate professional, always expanding his knowledge in this rapidly changing industry, and would be a great addition to any company.
MRMike RenaldsEnterprise Sales Director · Dec 2009Senior to Mark
Mark is a solid guy you should take the time to get to know. He is reliable and hard working and knows search very well. If you are looking for a one man solution to your search needs you have found him.
MKMatthew KeiserCEO, LiveIntent Inc. · Dec 2009Reported to Mark
Mark is a veteran in the paid search industry, who was able to effectively manage his team and communicate within the organization.
JWJun W.Software Engineer, Big Data & ML · Apr 2008Mark's client
He was always personable and up to date on our account, and consistently worked on optimizing an already stellar search performance. I would recommend Mark for future SEM/SEO accounts.
LSLara StacheFull Professor, Governors State University · Apr 2008Worked alongside
If I could describe Mark in three words they would be: Competence, Integrity, and Loyalty. He has a true passion for his job and will be successful in any endeavor he may pursue. It would be my pleasure to work with Mark again.
BDBrian Delgado, MBAEducator; Human Equity Entrepreneur · Oct 2006
Career arc
Twenty-two years, one discipline.
From managing second-tier search engines in 2004 to running mobile attribution for cross-border payments today — the channels changed, the accountability didn't.
