Mark Franklin

Summary

I am a results-driven marketing leader with a decade of experience scaling high-volume transaction platforms across the FinTech and Telecommunications sectors. My expertise lies at the intersection of mobile user acquisition and performance marketing, where I have a proven track record of driving 10x+ growth in users and transaction volume for global products like BOSS Money. I specialize in the 'full-funnel' approach—not just driving traffic, but optimizing the entire journey from click to conversion in highly regulated, high-trust environments. I thrive on data-driven experimentation and technical precision. I have successfully scaled monthly media budgets from $50k to over $1MM while simultaneously slashing CPAs from $100 to under $30. My deep technical fluency with Mobile Measurement Platforms (MMPs) like Kochava and AppsFlyer allowed me to identify and eliminate over $6M in mobile ad fraud, ensuring every dollar of spend is attributed to legitimate revenue. Whether it is leading cross-functional teams, managing complex affiliate networks, or leveraging AI-driven discovery tools like Perplexity and ChatGPT for competitive edge, I focus on one thing: sustainable, profitable scale. If you need an operator who understands the nuances of cross-border remittance, app-store optimization, and performance-based ROI, I am the right leader for your growth stage.

Expertise

Experience

• Director of Digital Marketing

  08/2018 – Present

  IDT Corporation · New Jersey, USA

  Leading global digital acquisition and growth strategy for IDT’s Telecom & FinTech portfolio, focusing on the BOSS Money remittance platform.

  • Scaled mobile user acquisition and transaction volume by over 10X.
  • Reduced CPA from $100 to <$30 within 90 days through channel optimization.
  • Identified and eliminated over $6M USD in mobile ad fraud and invalid traffic.
  • Expanded monthly media budget from $50k to $1MM while improving program-wide ROI by 150%.
  • Implemented Kochava to resolve tracking gaps across deep links and web-to-app flows.

• Director of Performance Marketing

  01/2017 – 08/2018

  Magnitude Digital · New York, USA

  Managed daily performance marketing program strategy, execution, and analysis for agency clients.

  • Primary point of contact for performance-based clients and media publishers.
  • Tracked and optimized investments across paid search, social, display, and affiliate channels.
  • Collaborated with creative teams to produce high-converting landing pages and banner assets.

• Director of Digital Marketing

  10/2015 – 12/2016

  Talent Inc. · New York, USA

  Led full-funnel digital acquisition across SEO, paid search, and social for a leading career services platform.

  • Reduced CPA by 25% while increasing SEO revenue 15% month-over-month.
  • Directed conversion rate optimization (CRO) initiatives to improve the end-to-end customer journey.
  • Managed agency relationships to align performance with aggressive growth targets.

Education

• St. John’s University · Bachelor of Science, Communications · Not Specified

Compensation

USD 195,000