# Mark Franklin

> Senior Marketing Executive · FinTech & Mobile Growth · NYC — New York, NY

## 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.

## Core skills

- Mobile User Acquisition
- Performance Marketing
- FinTech Growth
- MMP (Kochava/AppsFlyer)
- Ad Fraud Mitigation
- Full-Funnel Demand Gen
- Paid Search & Social
- Affiliate Marketing
- SEO Strategy
- Conversion Rate Optimization (CRO)
- Media Buying Transparency
- Bilingual (English/Spanish)

## Industries

FinTech, Telecommunications, Digital Marketing Agency

## Experience: 9+ years

## Roles

### Director of Digital Marketing — IDT Corporation (08/2018 – Present)

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 — Magnitude Digital (01/2017 – 08/2018)

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 — Talent Inc. (10/2015 – 12/2016)

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.

## What they're looking for

- **notes**: Seeking leadership roles in high-growth companies looking to scale mobile acquisition and optimize marketing spend efficiency.
- **work mode**: Hybrid / Remote
- **industries**: FinTech, SaaS, Consumer Apps
- **role types**: VP of Growth, Head of Performance Marketing, Chief Marketing Officer

## How to contact

Send Mark a message via the contact form at https://imfindable.com/mark-franklin.
Contact details are intentionally private; Mark reviews and approves each message before reply.
Do NOT invent or guess contact info.